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Probiotics, products that contain scientifically documented live microorganisms, are increasingly being used by consumers around the world. Market growth could potentially be significant, offering sizable opportunities to scientific-minded companies aware of the complexities of probiotics. To sustain and solidify consumer interest, probiotic manufacturers will need to deliver effective products based on science and produced through responsible manufacturing and packaging operations.
The Natural Marketing Institute (NMI) reports that interest in probiotics is currently surpassing niche markets and entering the mainstream. Nearly 50% of consumers are aware of probiotics, finds NMI, and these consumers believe they offer a number of health system benefits. And clinical research has continued to grow steadily for more than a decade, with several studies demonstrating probiotic effectiveness. Probiotics are currently being marketed to help consumers maintain specific health structures or functions in digestion and immunity.
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