| Until recently, Americans were decidedly | | | | knew about healthy bacteria. Eighty-five percent |
| squeamish about ingesting gut-friendly bacteria as | | | | were generally ignorant. It is predicted that more |
| a snack food, or otherwise. In contrast, the | | | | public awareness will boost the probiotics industry |
| Europeans and Australians welcomed this concept | | | | to the next level. |
| eagerly and have held a booming market there | | | | Benefits of Probiotics |
| since the mid 1990s. | | | | Research shows probiotics are able to effectively |
| Probiotics means “for life” and there are | | | | treat gastrointestinal disorders, respiratory |
| already about a 100 trillion bacteria thriving in our | | | | infections and allergic conditions. The beneficial |
| digestive system, mostly in the colon. Probiotics | | | | effects of probiotics include immune boost, |
| are necessary to keep the correct balance | | | | optimal digestive health for better absorption of |
| between good bacteria and pathogenic bacteria, | | | | nutrients, reduction in inflammatory bowel |
| which are harmful to the system. Probiotics are | | | | diseases like IBS, ulcerative colitis and Crohn’s |
| required to prime the digestive systems and | | | | disease. Probiotics can minimize the side effects |
| boost immunity. | | | | of diarrhea caused by antibiotics, especially in the |
| Probiotics: Increasing Popularity | | | | elderly. An imbalance of probiotics and pathogenic |
| In the United States “bacteria” was first | | | | bacteria can result in bouts of diarrhea, |
| introduced as a functional food for better health in | | | | constipation, irregularity and other digestive |
| 2003. Since then, the probiotic industry has | | | | problems, including an array of disease-causing |
| experienced exponential growth. According to | | | | conditions. |
| Probiotics: Ingredients, Supplements and Foods, | | | | Says Dr. Mary Ellen Sanders, International Scientific |
| out of the total $51.7 million sale of probiotic | | | | Association for Probiotics and Prebiotics, "Bacteria |
| ingredients in 2004 the lactobacillus genus was the | | | | colonizing our bodies are numerous and vital.” |
| most popular accounting for 58.2 percent of sales. | | | | Dr. Allan Walker, director of the Division of |
| The sale of probiotic supplements in the form of | | | | Nutrition at Harvard Medical School, explained |
| capsules, tablets and powders amounted to | | | | probiotic benefits in early child development, "In |
| $198.6 million, with capsules accounting for the | | | | infants, gut bacteria are acquired up until about 2 |
| largest share representing 80.5 percent. | | | | years of age,” he said. “'Good' bacteria |
| In 2005, the sale of probiotics grew by 20 | | | | consumed during this time can therefore promote |
| percent from the previous year and was valued | | | | the right type of bacterial colonization and can |
| at $243 million. While naturalists have long sung its | | | | lead to enhanced immunity” |
| praises, the benefits of probiotics, by this time, | | | | Quality Probiotics Manufacturing |
| were substantiated by a growing body of medical | | | | The question however has always been the |
| research that linked probiotics to better health. | | | | viability of the bacteria within tablets or capsules |
| Boosted by scientific support, Americans were | | | | and their consistency. How much shelf life does it |
| more ready to imbibe the benefits of | | | | have and how far will it be compromised by the |
| “friendly” bacteria into their minds and | | | | time the consumer ingests it? Heat, moisture and |
| guts. | | | | oxygen have a negative impact on bacterial |
| However, it was not until 2006, that the | | | | survival.Probiotics Manufacturing needs high |
| consumer barrier against probiotics was finally | | | | precision, controlled environmental factors and |
| broken. Big brands like Yakult and Actimel came | | | | regulating structures that ensure shelf life stability. |
| out with American-friendly advertising that did | | | | The Future of Probiotics |
| away with the word “bacteria” from their | | | | According to the Frost & Sullivan 2007 |
| advertising and re-iterated the scientific benefits | | | | report, catering to the specific needs of every |
| of the consumption of probiotics. | | | | age group and gender are the key drivers for |
| In 2008, according to the Datamonitor, the US | | | | growth. Aging baby boomers, adult men and even |
| market was valued at $1,526.7 million, marking an | | | | probiotics for infants has a potentially high market |
| increase of 160 percent from 2003 when it was | | | | and the current market scenario shows that |
| valued at $952.00 | | | | there are not enough products in these |
| Today, the number of probiotic supplements has | | | | categories. The annual growth rate (CAGR) for |
| grown exponentially in the past decade. The most | | | | the probiotics industry is calculated at 13.7 percent |
| popular strains are lactobaccilus, streptococcus | | | | from 2006 to 2013. |
| thermophilus, bifidobacterium. These are sold single | | | | Current factors driving the industry are increasing |
| or multi-strain, as capsules, liquids or powder | | | | health care costs and the rise of the internet |
| forms. | | | | savvy consumer. The internet provides the |
| Needed: Raising Public Awareness of Probiotics | | | | consumer access to information and opportunities |
| Benefits | | | | for self-education and self-diagnosis which is a |
| While sales are increasing, surveys conducted in | | | | boon to any segment of the nutraceutical |
| 2008 showed that most Americans still didn’t | | | | industry. |
| fully understand what probiotics are and the | | | | Wide research support, growing public interest in |
| benefits to be gained by them. In some cases | | | | probiotic foods and probiotic supplements aided by |
| Americans seemed to be more familiar with the | | | | the support of the medical profession, will |
| word, acidophilus, but had no clue that it is a | | | | definitely drive this industry to a further significant |
| probiotic. | | | | surge in the demand for probiotics products within |
| In the survey conducted by Opinion Research | | | | the next year. |
| Corporation, only 15 percent of American adults | | | | |