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Prebiotics Suppliers Must Rely on Scientific Evidence to Market Novel Products - Following in their footsteps are a new set of prebiotics, such as mannan-oligosaccharides (MOS), galacto-oligosaccharides (GOS) and xylo-oligosaccharides (XOS), which rely on the same marketing methods to garner market shares
Prebiotics Suppliers Must Rely on Scientific Evidence to Market Novel Products

 

PRZOOM - /newswire/ - Palo Alto, CA, United States, 2008/06/02 - Following in their footsteps are a new set of prebiotics, such as mannan-oligosaccharides (MOS), galacto-oligosaccharides (GOS) and xylo-oligosaccharides (XOS), which rely on the same marketing methods to garner market shares.

   
 
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Buoyed by positive scientific data, prebiotics such as fructans make their mark in the prebiotics market.

New analysis from Frost & Sullivan (food.frost.com), U.S. Prebiotics Markets, finds that the market earned revenues of $68.9 million in 2007 and estimates to reach $198.3 million in 2014.

If you are interested in a virtual brochure, which provides manufacturers, end users, and other industry participants with an overview of the U.S. prebiotics markets, then send an email to Johanna Haynes, Corporate Communications, at jhaynes_pr[.]frost.com with the following information: your full name, company name, title, company telephone number, company email address, city, state, and country. We will send you the information via email upon receipt of the above information. All media inquiries please reply directly to johanna.haynes[.]frost.com.

Like a majority of nutritional ingredients, the success of these newly introduced prebiotics relies greatly on scientific validation. Manufacturers must focus on the robust science behind these ingredients to win consumer confidence. Fructans are a clear example of how convincing scientific evidence leads to success. Such efforts not only boost the emerging market, but also help differentiate products and drive branding efforts.

"Therefore potential entrants must be prepared to invest substantially in scientific trials and clinical research with a view to establish credibility, as well as develop a brand in the later stages of market development," says Frost & Sullivan Senior Research Analyst Ashwin Sukumaran.

While the overall prebiotics market expects strong growth, manufacturers will be pressed to devise inventive strategies for each segment, since they are all in different stages of development. They will need to invest significantly in product awareness campaigns to communicate the positive results of clinical trials to end users. Manufacturers must also carefully plan their positioning strategies.

"In some prebiotic segments, particularly MOS, the specifications of the product supplied will determine its positioning and the application at which it is aimed," notes Sukumaran. "Growth in the prebiotics market is also triggered by increasing consumer awareness and interest in 'symbiotic' products, which combine both probiotics and prebiotics to deliver optimum digestive health benefits."

This interest in preventive healthcare and digestive health substantially boosts the prebiotics market. Manufacturers will benefit by targeting the sizeable elderly population, who is likely to buy prebiotic products due to increased health concerns.

Prebiotics' multifunctional properties will also expand the scope of marketing. For instance, while inulin is used as a texturizer and humectant in food and beverages, it is also employed as a replacement for sugar and fat.

Finally, market participants in emerging segments must offer superior quality technical support and customer service to backup their sales.

U.S. Prebiotics Markets is part of the Food and Beverage Ingredients Growth Partnership Service program, which also includes research in the following markets: Enzymes in Food and Feed Applications, Industry Outlook: Pet Food Ingredients, Global Lutein Market, along with U.S. Essential Oils and Oleoresins Market. All research services included in subscriptions provide detailed market opportunities and industry trends evaluated following extensive interviews with market participants. Interviews with the press are available.

Frost & Sullivan, the Growth Partnership Company, partners with clients to accelerate their growth. The company's TEAM Research, Growth Consulting and Growth Team Membership empower clients to create a growth-focused culture that generates, evaluates and implements effective growth strategies. Frost & Sullivan employs over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 30 offices on six continents.

U.S. Prebiotics Markets N30C

 
 
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Prebiotics Suppliers Must Rely on Scientific Evidence to Market Novel Products

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