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Terms such as ‘l. casei immunitas’ and ‘l. casei shirota’, which at one time would mystify consumers, are now becoming more widely understood.
The new research Opportunities in Digestive & Immunity Health: Consumer Attitudes & Behaviors from independent market analyst Datamonitor shows that this is only the beginning of the digestive health movement. “Consumers are now more knowledgeable regarding digestive health and are seeking out more ways of safeguarding their health with functional foods,” comments Mark Whalley, consumer markets analyst at Datamonitor.
This is good news for the millions of Europeans who suffer from digestive complaints such as heartburn and irritable bowel syndrome. In 2008, 115.2 million people complained of heartburn, and this figure expected to rise to almost 135 million by 2013 (amounting to more than a fifth of the population). No wonder then that so many people are looking for solutions to their problems!
Mark Whalley explains: “The real success of these products has been the way in which consumers have adopted them for a ‘daily dosing’ routine.” The daily consumption of a probiotic yogurt allows people to feel that they are combining a healthy boost with a delicious treat. However, the industry faces a tough challenge justifying prices at a time when consumers are looking to save pennies.
Datamonitor consumer survey data reveal that trust also continues to be an issue for Europeans as it varies greatly depending on country. For example, in France, consumers are very skeptical (16.5% believe products touting digestive health claims to be trustworthy, 39.6% untrustworthy)
Manufacturers are responding to interest by incorporating probiotics into more foods that people eat everyday, including desserts such as ice creams and even tomato ketchup. What’s more, prebiotics, the lesser-known cousin of probiotics, are finding their way into a number of products, including breakfast cereals. It is this ease of consumption that is making digestive health regimes so appealing.
The future of foods and beverages which claim to improve digestive health is looking good. “People find these products appealing and, more importantly, they like how they taste. Digestive health has strong links with immunity health, which means that consumers feel better after eating their probiotic yogurts. This is what keeps them coming back for more. It’s therefore likely that, looking forwards, digestive health products will go from strength to strength,” concludes Whalley.
To purchase this Datamonitor report Opportunities in Digestive & Immunity Health: Consumer Attitudes & Behaviors, please contact:
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