Probiotics

Successful Strategies from the Global Marketplace

Publication Date	April 2008
Publisher	New Nutrition Business
Product Type	Report
Pages	122
ISBN Number	not applicable
Product Code	NNB00023

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Summary

This report is written for anyone trying to develop an effective strategy in the challenging and fast-changing area of probiotics. It sets out the seven steps to creating a successful probiotic brand and describes probiotic strategy both in dairy and emerging new segments such as fruit juice and solid foods.

A concise 35-page description of probiotic strategy sets out:

which marketing techniques are most effective and why
how probiotic products are priced and how some can achieve super-premium prices
how packaging innovation can be used to differentiate a product and achieve a premium price
why you should create a new brand rather than extend an existing brand
why successful brands are the ones that create new categories or new segments

This practical analysis is supported over the following 70 pages by 13 detailed case studies, all illustrated with supermarket sales data and all based on interviews with senior executives at the companies concerned.

Case studies include:

Activia - the world's second-biggest digestive health brand
Actimel - the immune-health megabrand
ProViva - a mass-market probiotic juice success in Europe
Verb: GoodBelly - a new probiotic juice in America
Attune Wellness Foods - a company trying to create a new segment of the market with probiotic bars
As well as case studies of probiotic chewing gum, a probiotic kids brand, and a blood-pressure lowering probiotic

This report has been written to provide executives in marketing and technical roles with real-world insights that can be applied in any setting.

Content

Overview
- 1. 7 steps to a successful probiotic brand
- 2. Strategies for success in probiotics
  - 1. Good probiotic science underpins good strategy
  - 2. Niche market or mass market?
  - 3. New category creation
  - 4. Line extension or new brand?
  - 5. An opportunity for premium pricing and packaging innovation
  - 6. Digestion and immunity - the biggest opportunities
  - 7. Emerging new segments for probiotics
  - 8. The 'alternative to dairy' gap in the market
  - 9. A limited future for probiotic bars and cereals
  - 10. Probiotic vs. prebiotic
  - 11. The future of the probiotic market in the US
  - 12. The future of the probiotic market in Europe
  - Case Study 1: Probi: successfully commercialising probiotic science
2. Digestion and immunity
- 1. Dairy
  - Case Study 2: Yakult Honsha - the pioneer in probiotics for digestive health
  - Case Study 3: Activia - the world's No.2 digestive health brand
  - Case Study 4: Actimel - the immune health mega-brand
  - Case Study 5: Dancing Daisy - how not to market probiotic milk
- 2. Juice
  - Case Study 6: ProViva - Sweden's mass-market functional food brand
  - Case Study 7: Verb: GoodBelly - probiotic juice debuts in America
  - Case Study 8: Kagome Labre - probiotic juice creates a new category
- Solid food applications
  - Case Study 9: Attune aims to be Americans' probiotic preference
3. New segmentation strategies
- 1. Blood pressure-lowering
  - Case Study 10: New blood-pressure focus for Yakult's probiotic know-how
- 2. Oral health
  - Case Study 11: Probiotic chewing gum for a healthy mouth
- 3. Kids
  - Case Study 12: Valio pulls first kids' probiotic cheese out of the hat
- 4. Irritable Bowel Syndrome (IBS)
  - Case Study 13: Finnish probiotic pioneer maximises daily dose benefits
4. Market snapshots
- 1. US market
- 2. UK market
Appendix
Charts
- 1. The Technology Consumer
- 2. The Lifestyle Consumer
- 3. The Mass-Market Consumer
- 4. Price comparison of spoonable yoghurts in the U.S
- 5. Sales of FOSHU-approved products in Japan
- 6. Future probiotic markets: a forecast
- 7. Actimel's sales growth 1994-2006 (not at retail prices)
- 8. Price comparisons of juice products on the Swedish market
- 9. Comparison of per-litre retail prices of GoodBelly & DanActive with non-probiotic beverages
- 10. Lactic acid bacteria drinks in Japan - market trends
- 11. The Japanese market for mixed fruit & vegetable juice
- 12. Japanese vegetable consumption
- 13. Mixed fruit & vegetable sales - company shares, Japan
- 14. The rise of Yakult Pretio & the decline of Calpis Ameal S
- 15. Activia & DanActive retail sales in the U.S. 2006-2007
- 16. Price comparison of spoonable yoghurts in the U.S
- 17. Activia retail sales in the U.K. 2001-2006
- 18. Retail sales of Mller's Vitality brand 2004-2007
Tables
- 1. Summary of studies published in international peer-reviewed journals on Probi's bacteria strains
- 2. Top 20 yoghurt & pot desserts - U.K. 2007
- 3. Top 20 yoghurt drinks - U.K. 2007
- 4. Submissions to the EFSA for health claims relating to probiotic bacteria
Companies, Brands & Countries Listings
Companies
- Albertsons
- Attune Wellness Foods
- BASF
- Bauer
- BioGaia
- Blis
- Brand New Brands
- Calpis
- Chr. Hansen
- Coca-Cola Co.
- Corazonas Foods
- Danisco Cultures
- Danone
- Dragon
- Dreamerz Foods
- DSM Food Specialities
- Emmi Group
- Fan Milk
- Fonterra
- General Mills
- GTC Nutrition, Golden Co.
- Horizon Organics
- Institute Rosell
- Kagome
- Kashi
- Kellogg
- LightFull Foods
- Ljubljanske Mlekarne
- Medipharm
- Meiji Dairies
- Morinaga Milk Industry
- Mller Dairy
- Natren
- Nebraska Cultures
- Nestl
- Next Foods
- Orafti-Active Food Ingredients
- Probi
- Probiomics
- Puleva Biotech
- Skne Dairy
- Snow Labio
- Soprole
- St Helen's Farm
- UAS Laboratories
- Wal-Mart
- Weetabix
- Whole Foods
- Wild Oats Markets
- Winclove Bio Industries
- Woolworths
- Valio Dairy
- Yakult Honsha
Brands
- Actimel
- Activia
- Attune
- Bio
- Coffee-Mate
- Dan Active
- Dancing Daisy
- Danonino
- Emmi Aktif
- Evolus
- Fan Milk
- Fit & Aktiv
- Gatorade
- Gefilus
- Howaru
- Kaiku Vital
- Kidius
- Labre
- LC1
- LGG
- Minute Maid
- Pretio
- ProDenta
- ProViva
- Red Bull
- Silk
- Stonyfield Farm
- Verb: Good Belly
- Vifit
- Vitality
- Yakult
- Yoplait
- Yo-Plus
- Zott Jogol
Continents/Countries/Regions
- Argentina, Asia, Brazil, Chile, China, Europe, Finland, Germany, Ghana, Italy, Japan, Korea, Mexico, Middle East, Netherlands, Portugal, Russia, Saudi Arabia, Slovenia, South Africa, South America, Spain, Sweden, Switzerland, Turkey, UK, US