Consumer awareness boosts probiotics

Probiotics are fast moving from a “what’s that?” category to a “what’s hot” category. Most people today know the health benefits associated with probiotic use — a 2010 MaCorr Research consumer survey reported that 73% of consumers correctly identified probiotic use, up from only 47% in 2007 — and that’s thanks in large part to the educational efforts of Procter & Gamble with its Align launch two years ago, and prior to that, Danone with its Activia yogurt launch.

Now advertising for the category is moving into a product differentiation phase. In addition to P&G — which according to reports has switched gears from educating consumers on probiotic use to promoting specific use of Align — there is Schiff Nutritional, which earlier this year acquired probiotic brands Sustenex and Digestive Advantage.

“The integration [of the probiotic brands] is now complete,” Schiff CEO, president and director Tarang Amin told analysts in September. “In the first quarter, we turned on advertising support and are pursuing further distribution opportunities.” With that acquisition, Schiff will be looking to increase trial across a category already realizing more than 80% annualized growth, according to SymphonyIRI Group data.


The article above is part of the DSN Category Review Series. For the complete Digestives Buy-In Report, including extensive charts, data and more analysis, click here.

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