As one of the fastest growing supplement ingredients, probiotics have thrived and are projected to grow at 11% CAGR by 2021, thanks to consumer awareness about the positive impact these beneficial bacteria have on digestive health. Demand continues to expand as new benefits and applications are discovered. In fact, the projected sales growth for both adult and pediatric probiotics is expected to outpace the total vitamin and dietary supplement market by 5-10% CAGR.
With this consumer enthusiasm, today’s supplement providers have many options to consider as they create probiotic supplements. It is important to understand how to tailor the product message and claims to stand out from the crowd. Important to the success of any probiotic supplement is stability and efficient delivery. Putting product performance at the heart of communication can also help brands to win more consumers, and even extend into new markets and applications.
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