Natural Marketing Institute (NMI) is pleased to present The Emerging Probiotics Market: Consumer Trends & Market Opportunities report. This is NMI' s most in-depth endeavor in researching and analyzing the probiotics market from the consumer perspective; over 150 pages of consumer attitudes, behaviors and product usage patterns. Every page offers unique insights with the presentation of charts, graphics or tables accompanied by analysis and commentary on associated market elements and key opportunities.

The probiotic market continues to gain momentum and represents significant opportunities in both dietary supplements and functional food applications. The report includes a comprehensive view of the consumer, the marketplace, and other topics such as:

Application of a variety of strains of probiotics and the inclusion of prebiotics for various conditions which provides product differentiation and consumer buy-in, also for brand extensions across conditions
New product applications and delivery systems offer improved compliance and less recidivism among new, current and past users
Expanded structure-function or potential health claims based on published research offer immediate potential in the areas of immunity, cardiovascular health, children' s health and oral health

Introduction

Executive Summary

Key Definitions

Database Methodology

Health & Wellness Segmentation Model Overview

NMI' s Health and Wellness Consumer Segments
Well Beings Summary
Well Beings at a Glance
Food Actives Summary
Food Actives at a Glance
Magic Bullets Summary
Magic Bullets at a Glance
Fence Sitters Summary
Fence Sitters at a Glance
Eat, Drink & Be Merrys Summary
Eat, Drink & Be Merrys at a Glance

Probiotic Landscape

U.S. Health and Wellness Industry Sales
Projected Five-Year Health & Wellness Industry Growth
U.S. Specialty Supplement Sales by Product in 2008
Probiotics Are Currently Entering the Mainstream...
Situation Review
Sizing the Probiotic User
Geographic Distribution of Probiotic Supplement User
Probiotic Awareness and Probiotic Supplement Use, by Groups
Perceived Deficiency and Desire for Probiotic Enriched Foods
Summary Profiles of Relevant Probiotic Groups
Government Activities
Select Recently Published Research - Pre/Probiotics
Clinical Research Activities Trended

Health and Wellness Overview

Drivers of Growth of Self Care
Consumer Interest in Managing Their Own Health
Self Perceived Health Status
The Connection Between Diet and Health
Drivers of Maintaining a Healthy Lifestyle: WELL BEINGS
Methods to Maintain Health
Expense Barrier to Health
Taste Barrier to Health
Confusion Over Eating Healthy

Food/Beverage Selection Criteria

Food & Beverage Label Monitoring
Food Selection Criteria
Important Attributes by Meal Occasion
Trended Use of Fortified and Functional Foods/Beverages
Drivers of Functional/Fortified Food/Beverage Use
The "Benefit" and "Value" of Functional Foods
Use of Dairy: Cheese, Milk, Spreads, Yogurts
Yogurt User Snapshot
Use of Grains: Cereal, Bread, Rice, Beans
Use of Dairy-Free Foods
Ingredient Monitoring

Ingredient Understanding and Opportunities

Condition Management Via Nutrition
Willingness to Use of Foods/Beverages to Prevent/Treat Health Conditions is High
Quest for Foods for Immunity, Digestion, and Weight Control
Growth of Ingredient Recognition
Ingredient/Nutrient Understanding Lacking
Perceived Nutrient Deficiencies
Perceived Level Of Probiotic Diet Deficiency
Ingredients Consumers Would Like to Add to Their Diet
Perceived Benefits of Probiotics
Condition Prevention and Management

Top Conditions Probiotic Users Are Managing

Prevalence of Gastrointestinal Ailments
Prevalence of Acid Reflux/Heartburn
Concern Regarding Prevention of Intestinal Irregularity
Digestive Downturn - Lowered Immunity
Immunity Opportunity
Condition Management Among Probiotic Users With Highest Index Against General Population
Importance of Immune Defense
Knowledge of Ingredients Associated with Immune Support
Detoxification and Digestion: Generational Opportunities
Use of Fiber, Probiotic Enriched Foods and Probiotic Supplements by Generation
Fiber Use Profile
Knowledge of Ingredients Associated with Digestive Health
Association of Fiber with Digestive Health Benefits - Trended
Probiotics vs. Fiber for Digestive Health
Awareness of Probiotics - Trended
Awareness of Probiotics by Age Group
Awareness of Prebiotics - Trended
Heart Health Opportunity
Knowledge of Ingredients Associated with Heart Health
Cancer Opportunity

Supplement Usage and Attitudes

Drivers of Vitamin Use
Desire to Use of Foods/Beverages and Supplements in Health Treatment and Prevention
Perceived Effectiveness of Available Supplements for Prevention/Treatment of Health Conditions
Perceived Effectiveness of Available Supplements: Conditions for Which They Are Least Effective
Perceived Effectiveness of Available Supplements: Lapsed Users
Perceived Effectiveness of Available Supplements for Digestive Health
Gap Analysis: Perceived Effectiveness of Available Supplements by Likely to Use for Specific Conditions
Top 10 Dietary Supplements Used
Probiotic Use: Length of Usage and Reported Compliance
Condition Specific Usage of Probiotics
Lapsed Probiotic Use and Reasons for Lapsed Usage
Importance Ratings of Specific Supplement Attributes
Perceived Safety and Effectiveness of Supplements
Perceived Safety and Effectiveness of Supplements by Probiotic User
Consumer Attitudes about Clinical Substantiation and Regulations/Certifications of Supplements
Preferred Supplement Applications by Probiotic User
Preferred Supplement Formats Trended
Fortified or Functional Foods and Beverages as Preferred Supplement Formats
Preferred Sources for Supplements
The Impact of Sustainability
The Role of Physician
Economic Impact of Supplement Usage
Supplement Brand Loyalty vs. Price
Influencers of Supplement Purchase
Channels Shopped for Supplements
Global & U.S. Probiotic Food/Beverage and Supplement Product Launches, 1999-2008
Samples of U.S. Probiotic Supplement Recent Releases
The New "Medicinal" Foods
Probiotics for Pets
Probiotics Are Filling Niches

Appendix

Additional Insights

Press Release

益生菌市場在維他命/機能食品領域中開拓出廣大的機會

2010年01月25日

日商環球訊息有限公司已開始販售英國的市場調查公司Natural Market Institute所出版的報告書「The Emerging Probiotics Market: Consumer Trends & Market Opportunities（新崛起的益生菌市場：消費者動向和市場機會）」

本報告書內容包括：從消費者的角度分析益生菌市場，並提供消費者意見和產品的使用狀況。各頁都附有圖表，並針對市場相關情報提供分析、評論，以及主要機會的說明。

本報告書的重點：

各種類益生菌的使用和適用於各種症狀的益菌生產品間的差異、消費者權益的保障，以及品牌的推廣
產品的最新使用方法和關於配送系統中的各類別客戶，改善客戶的適合度和既有習慣

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益生菌之新興市場：消費者趨勢與機會

The Emerging Probiotics Market: Consumer Trends & Market Opportunities

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