Probiotics pump up the volume

摘要

Strong growth in the probiotics drinks sector over the last few years worldwide means this niche market is one to watch. The probiotic drinks market has exploded recently, particularly in Europe, although the market there is still small by Japanese standards and in comparison with the much larger flavoured milk market - the latter being worth an estimated 1.54 billion in Europe. That being said, the probiotic drinks market in western Europe was worth approximately 184.3 million in 2004, according tomarket research company Euromonitor. However, probiotics are expected to see growth of 14.6 per cent through the end of this year for western European sales, and growth of 10.4 per cent for eastern Europe. In 2003, a 52 per cent increase in probiotics was recorded, which adds up to a 28 million retail sales value in the core European markets. Yakult Honsha of Japan has been the pioneer in probiotic drinks, with its Yakult drink containing Lactobacillus casei shirota. First introduced in the country in 1935, the company moved into the European market in 1994 with its launch into the Netherlands. It now has 49 per cent of that country's probiotic market, sharing the shelves with Vifit Vitamel from Campina and Danone's Actimel. Yakult has since rolled outits fermented dairy drink to Belgium, the UK, Germany and, as of last year, Ireland. Europe is one of Yakult's smaller markets, generating sales of EUR 67 million in fiscal 2004, or 576,000 bottles daily, compared to over nine million bottles being produced everyday in Japan. This being said, sales in the region increased by 14.8 per cent for Yakult in 2003, with an 18.9 per cent increase in the UK.