There is growing awareness of the connection between probiotics and immunity. Studies show that bacteria found in probiotics assist in the maturation of immune cells and helps reduce undesirable bacteria in the body. More probiotics with immune-boosting claims are entering the category. Research continues to drive interest in probiotics and improved health.
Research supports the use of probiotics in treating some disorders of the digestive system. Probiotics appear to be helpful in treating diarrhea, especially following treatment with certain antibiotics; treating irritable bowel syndrome; and speeding treatment of some intestinal infections. Some studies support the use of probiotics for the treatment of constipation and lactose intolerance. Research has also explored the link between probiotics and women’s issues such as reducing the incidence of urinary tract infection (UTI) and vaginal infections. As a result, probiotics targeted at women’s health have proliferated.
Various delivery systems are also a way to differentiate products, and while most probiotics on the market are available in tablet or caplet forms, new delivery systems such as drinks, sodas, chews, cubes, liquids, gummies, fizzy powders, and prefilled straws are becoming more popular and are attracting new users to the category.
Consumers are also showing more interest in prebiotics, which can help promote probiotic colonization and growth in the digestive system. However, this remains a minor part of the market. Many probiotic brands also contain prebiotics. Very few prebiotic-only brands are marketed in 2019.
Increasingly, manufacturers are segmenting their probiotic lines to target individual needs, offering a customized approach to consumers’ digestive health. Brands such as Ultimate Flora (Renew Life Formulas) and Dr. Formulated (Garden of Life) offer products specifically for women, men, prostate health, and many other conditions. Even CVS’ private-label probiotic line includes several customized products, including immunity defense, aging, and active-living formulations. This targeted trend could create cannibalization in the category and lead to an ultra-fragmented category that could become over-stocked. It may attract the ire of the FDA for these specific product claims.
Kline published Digestive Health, Immunity and Probiotics: U.S. Market Analysis and Opportunities in 2017 and is pleased to announce the second edition of this study. This study provides a comprehensive analysis of the market for digestive health products and provides market sales, growth, analysis of the most important retail channels, and sales and growth of major competitors in this space. A large-scale consumer attitudes and usage survey will be conducted for the new 2019 edition, and early subscribers have the opportunity to review and revise the survey before it is fielded. This report focuses on both mass and specialty brands, as well as refrigerated products through all retail channels. It explores consumer perceptions and pinpoints opportunities for marketers. This study will focus on products that are marketed for digestive immunity and health and includes:
• Digestive enzymes
• Probiotics and prebiotic/probiotic combination products
• Probiotic beverages
To learn more, contact us.