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Issue Summary

NMI research shows probiotic supplement usage increased from around 1 percent of the American adult population in 2005, to almost 15 percent in 2015. While the growth is encouraging, several key factors may be limiting the true potential of probiotics. From consumers only having a partial understanding of the potential benefits, to their reluctance to consider probiotic products because of disliking pills or yogurt, the work of education has only just begun.

Editor's Take

More than one-fourth of the American population is seeking to add probiotic products into their diets. As awareness and usage increase, consumers are looking outside of traditional product formats to alternative sources. Brand holders who are able to develop probiotic versions of foods, beverages and supplements consumers are already using will be at great advantage.

Takeaways for Your Business

  • Fermented foods and fortified beverages have strong potential for new product development.
  • Suppliers favor probiotics for immune health, but many consumers are unaware of the correlation.
  • The need for routine consumption of probiotics as a preventive measure is lost on many non-users.