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市場調查報告書
食品部門的益生菌成功戰略 : 新的應用，放眼將來的R&D，與消費者的連結
Probiotics Success Strategies in Food and Drinks: Novel applications, future R&D and consumer engagement
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食品部門的益生菌成功戰略 : 新的應用，放眼將來的R&D，與消費者的連結 是由出版商Business Insights在2010年02月所出版的。
這份英文市場調查報告書包含101 pages 價格從美金2875起跳。
本報告書對益生菌飲食品市場的發展動向進行調査分析，包含益生菌的機能性與新的研究、主要國/地區的限制環境、主要國/地區的市場規模成績與預測（∼2013年）、產品投入的成功事例及失敗事例、產品開發案例研究、成長促進因子的分析等，概述如下。
總綱
第1章 導論
第2章 健康上的優點
- 綱要
- 什麼是益生菌
- 益生菌的科學
- 消化道的健康
- 支援免疫力
- 肌膚健康
- 營養吸收
- 新的研究
第3章 益生菌的限制環境
第4章 全球市場分析
- 綱要
- 導論
- 範疇成長
- 歐洲：市場規模・市場成長・成長預測（∼2013年）
- 美國：市場規模・市場成長・成長預測（∼2013年）
- 日本：市場規模・市場成長・成長預測（∼2013年）
第5章 產品分析：品牌的成功與失敗
- 綱要
- 導論
- 失敗例
- 案例研究1：Kraft Foods的LiveActive
- 案例研究2：St Helen's Farm的Dancing Daisy
- 案例研究3：Nestle的LC1 Go!
- 成功例
- 案例研究4：養樂多
- 案例研究5：Danone的Actimel
- 案例研究6：Probi的ProViva
- 將來：益生菌的革新
- 案例研究7：BLIS Technologies Limited的BLIS Throat Guard
- 案例研究8：Skanemejerier的Bravo Friscus
- 案例研究9：Mars Incorporated的Galaxy Probiotic飲料
- 案例研究10：Unilever的Walls Milk Time冰棒
第6章 益生菌市場成功因子
- 綱要
- 導論
- 與顧客的連結
- 對效能的堅持
- 優勢的橋樑
- 成為權威，其他
附錄
圖表
Abstract
Probiotics have been a functional component of health foods for almost 100
years, although no legal definition exists for the term probiotic. The
application of probiotics has extended to a wide range of delivery formats in
food and drinks, and they are marketed on multiple health enhancing platforms.
As the level of science increases behind the use of foods offering health
benefits, consumers will continue to search for new products promising
additional advantages beyond taste and convenience. This is supported by the
fact that the consumption of products offering health benefits is increasing
significantly. The focus of this report will be to explore the development of
the probiotic market, fiscal growth, health applications, product innovations,
regulatory pressures, and the future of the category.
Table of Contents
Executive summary
- Introduction to probiotics
- Regulatory perspectives of the probiotic market
- Market analysis of the global probiotic category
- Product analysis - Insights from brand successes and failures
- The probiotic principles for success
Chapter 1 Introduction
- Summary
- Research methods and report structure
Chapter 2 Health benefits
- Summary
- What is a probiotic?
- Commercial origins
- The science of probiotics
- Gut health
- Immune support
- Skin health
- Nutrient absorption
- Novel research
- Allergies
- Chronic fatigue
- Depression
- Obesity
- Urinary tract infections
- Type of probiotic strain - Does it matter?
- An issue of stability - Do probiotics need to be alive?
Chapter 3 The probiotics regulatory environment
- Summary
- Regulatory landscape in the EU the US
- Enforcing consumer rights in the US
- Enforcement - Class action leads the way in 2009 and 2010
- Hard times for the EU probiotic market
- The future of regulation
Chapter 4 Global market analysis
- Summary
- Introduction
- Category growth
- Europe - market size, growth and forecast to 2013
- US - market size, growth and forecast to 2013
- Japan - market size, growth and forecast to 2013
Chapter 5 Product analysis - brand successes and failures
- Summary
- Introduction
- Failures in the probiotic market
- Case Study 1 - LiveActive by Kraft Foods
- Company overview
- Product innovation
- Strategy and marketing messages
- Conclusions
- Case study 2 - Dancing Daisy by St Helen' s Farm
- Company overview
- Product innovation
- Strategy and marketing messages
- Conclusions
- Case study 3 - LC1 Go! by Nestle
- Company overview
- Product innovation
- Strategy and marketing messages
- Conclusions
- Success in the probiotic market
- Case study 4 - Yakult by Yakult Honsha Co. Ltd
- Company overview
- Product innovation
- Strategy and marketing messages
- Conclusions
- Case study 5 - Actimel by Danone
- Company overview
- Product innovation
- Strategy and marketing messages
- Conclusions
- Case study 6 - ProViva by Probi
- Company overview
- Product innovation
- Strategy and marketing messages
- Conclusions
- The future: Innovation in probiotics
- Case study 7 - BLIS Throat Guard by BLIS Technologies Limited
- Company overview
- Product innovation
- Strategy and marketing messages
- Conclusions
- Case study 8 - Bravo Friscus by Skanemejerier
- Product innovation
- Strategy and marketing messages
- Conclusions
- Case study 9 - Galaxy Probiotic drink by Mars Incorporated
- Company overview
- Product innovation
- Strategy and marketing messages
- Conclusions
- Case study 10 - Walls Milk Time ice lolly by Unilever
- Company overview
- Product innovation
- Strategy and marketing messages
- Conclusions
- Case study 11 - Latta spread by Unilever
- Product innovation
- Strategy and marketing messages
- Conclusions
Chapter 6 Probiotic market success factors
- Summary
- Introduction
- Connect with the consumer
- Engage with efficacy
- Bridge the benefit
- Be the authority
- Partner with precision
Appendix 91
- Interview with Jeff Hilton, Integrated Marketing Group
Index 93
List of Figures
- Figure 2.1: Number of probiotics research publications, (1990-2009)
- Figure 2.2: Racconto Essentials Digestive Health All Natural Pasta with
GanedenBC30, a patented probiotic strain developed by Cleveland, OH based
Ganeden Biotech, Inc
- Figure 2.3: Dukat Bio Aktiv LGG
- Figure 2.4: Age Defence dietary supplement from Nude Skincare containing
probiotics and a blend of nutrients
- Figure 2.5: Koiwai KW Nyusankin yogurt from Koiwai Nyugyo, contains the
Lactobacillus paracasei KW3110 strain of bacteria with anti-allergy properties
- Figure 2.6: Natren Healthy Tummy Dieter' s Probiotic chewable supplement
wafers from Natren Inc, claim to suppress appetite and reduce effects of over
indulgence.
- Figure 2.7: Fem Dophilus from Jarrow Formulas Inc
- Figure 4.8: Probiotic market value by country ($m), 2008
- Figure 5.9: LiveActive cheese strings and granola bars from Kraft Foods
- Figure 5.10: Dancing Daisy Probiotic drink from St Helen' s Farm
- Figure 5.11: LC1 Go! from Nestle
- Figure 5.12: Yakult probiotic drink from Yakult Honsha Co. Ltd
- Figure 5.13: Actimel from Danone
- Figure 5.14: ProViva range by Probi
- Figure 5.15: BLIS Throat Guard from BLIS Technologies
- Figure 5.16: Bravo Friscus from Skanemejerier
- Figure 5.17: Galaxy Probiotic chocolate mini drink from Mars Inc
- Figure 5.18: Walls Milk Time ice lolly from Unilever
- Figure 5.19: Latta mit Probiotik spread from Unilever
- Figure 5.20: Unilever' s Healthy Choice logo
List of Tables
- Table 4.1: Sales and CAGR of the probiotic market, by country ($),
(2003-2013)
- Table 4.2: Sale per capita and CAGR of the probiotic market, by country
($), (2003-2013)
- Table 4.3: Share of products launched, by category (%), 2006-2009
- Table 4.4: Share of probiotic products launched, by region, (2006-2009)
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