Probiotics Market Trends and Messaging
Probiotics have enjoyed increasing popularity through the years. Within the category, diversification and innovation are particularly evident in pre- and probiotic combination products, fortified beverages, multiple-strain concoctions and specialty strains targeting specific conditions such as weight management. Because probiotics and their effects on health are complex, strategic and effective messaging is critical to bridge the gaps in consumer knowledge and keep consumers engaged and confident in the benefits of these live microorganisms. Takeaways include: *The probiotics market is predicted to exceed $64 billion by 2023. *American consumers aged 25 to 34 years tend to be most interested in probiotics. *Products containing pre- and probiotics are outpacing probiotics-only products in terms of growth.
July 25, 2017
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Table of Contents
Viewpoint
by Rachel Adams
Probiotics Innovation Demands Effective, Strategic Marketing
by Rachel Adams
Probiotic Product Trends
by Sudhir Ahluwalia
Emerging Probiotic Opportunities
by Peter Leighton
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