The health benefits associated with probiotics already are well-known. A 2010 MaCorr Research consumer survey reported that 73% of consumers correctly suggested that “probiotics are used to help maintain the natural balance of organisms in the intestine,” when asked to define the supplement.
Ten years ago the word probiotics wasn’t known, and five years ago it was a new word to most Americans. But thanks to the marketing of Activia yogurt by Dannon, which started in 2006, these microorganisms have garnered national attention.
Yogurt and yogurt drinks have become a powerhouse category, with Greek-style yogurts boosting category sales. Mintel International Group estimated that category sales reached $4.4 billion across all three channels in 2010, and there is still room for growth.