Introduction

Growing interest in digestive health products reflects the broader demand for functional food and drinks. However, a number of inhibitors are associated with such products. So, while probiotics and prebiotics continue to establish a growing global presencewith double digit CAGR's between 2003 and 2008 in many countries covered in this reportindustry players must overcome these growth obstacles

Scope of this research

• Detailed insights and analysis documenting the drivers and inhibitors of digestive health enhancing products, particularly pro-and prebiotics
• Analysis documenting the relative importance consumers place on digestive health and immunity and how this varies by socio-demographics
• Strategic conclusions combined with actionable recommendations for all industry players looking to fully capitalize on this growing segment
• Countries covered: France, Germany, Italy, the Netherlands, Spain, Sweden, UK, US, Australia, Japan, South Korea, China, India, Brazil and Russia

Research and analysis highlights

Consumers do believe that certain foods can have a positive impact on long-term and current health. This has helped facilitate wider acceptance of the term 'functional foods'. While awareness of dietary fiber's role in digestive health is high, patchy awareness of probiotics and prebiotics is still apparent

In Europe, according to the self-reported degree to attention that consumers show to digestive health, Italians are the most concerned, with 39% paying a 'high' or 'very high amount of attention' to it. German and Swedish respondents also showed similar levels of interest

Industry players should embrace 'informative marketing' tactics to educate a wider audience about the benefits of digestive health products. Formulation details can also be used as a source of competitive advantage. Opportunities also exist to make more expansive claims given the developments in nutritional science

Key reasons to purchase this research

• Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards digestive and immunity health enhancing products
• Market understanding: identify the key digestive health growth markets and product innovation trends in 15 countries across four territories
• Ideation: find inspiration for innovative formulations and product positioning which takes advantage of consumers' evolving dietary preferences