Probiotic India




Probioics Products

PROBIOICS – AN INDIAN SCENARIO

Within the functional foods, probiotics is the rapidly expanding, active arena. In probiotic revolution, India can play a key role as being the largest producer of milk and having world’s highest cattle population. Indian probiotic industry is in its infancy stage and presently accounts for only a small fraction i.e. less than 1% of the total world market turnover in the probiotic industry. But Probiotic industry is evolving at a steady pace with conditions set for tremendous growth in near future. India is emerging as a major probiotic market of the future with annual growth rate of 22.6% until 2015 with a handful of players in Indian probiotic industry are Amul, Mother Dairy, Yakult Danone and Nestle along with other minor players operating in different regions in their own capacities. With their advent, the Indian probiotic market turnover is expected to reach $8 million by the year 2015. Probiotics in India generally comes in two forms, milk and fermented milk products with the former occupying 62% of the market share and the latter having 38% marketshare (Indian consumer survey, 2010).

Amul was the first to make a dent at National level with its probiotic ice creams prolife in February, 2007. Amul, on the other hand, having tasted success in the probiotics category with its ice cream introduced probiotic lassi. Probiotic products contribute to 10% to its ice-cream sales and 25 per cent of its Dahi (Indian yoghurt) sales. Mother Dairy has the largest milk (liquid/unprocessed) plants in Asia selling more than 25 lakh liters of milk per day. b-Activ Probiotic Dahi, b-Activ Probiotic Lassi, b- Activ Curd and Nutrifit (Strawberry and Mango) are the company’s probiotic products. Probiotic products are contributing to 15% of the turnover of their fresh dairy products. Nestle NESVITA was India’s first Dahi with Probiotics – For Healthy Digestion. Yakult Danone India Pvt Ltd (YDIPL) is a 50:50 joint venture between Japan’s Yakult Honsha and The French- Danone Group and is offering Yakult, a probiotic drink made from fermented milk, Lactobacillus and some sugar. The entry of Yakult is expected to increase the visibility and growth of probiotic category in India. Major players in the probiotics drug market in India include companies like Ranbaxy (Binifit), Dr. Reddy's Laboratories, which has four probiotic brands, Zydus Cadila, Unichem, JB Chem, and Glaxo SmithKline. While probiotics in the form of drugs are widely accepted, probiotic foods are still viewed with scepticism. Acceptance is growing slowly, but it will take a long time while before changing the mindset of Indian consumers.

GLOBAL SCENARIO OF PROBIOTICS

 Knowledge in probiotic continues to expand on daily basis. The progressive interest in ‘these magic bugs’ has grown enormously during the last few years due to their protective role in the gut to keep our gut healthy and fit. Probiotics have gained tremendous popularity amongst individuals searching for alternative and “natural” means to promote intestinal health.

The growth of probiotic products in the developed world has been quite amazing.  According to a new market research report, 'Probiotics Market’ (2009-2014), published by Markets and Markets, the global probiotics market is expected to be worth US $ 31.1 bn by 2015 with the Europe and Asia accounting for nearly 42 and 30% of the total revenues respectively. Europe forms the largest market for probiotics with an estimated $13.5 billion by 2014. Asia is the second largest segment, growing at with an estimated CAGR of 11.2% to reach $9.0 billion by 2014. A Frost and Sullivan study estimates that the probiotic ingredient market in the US was $450 million in 2010. Probiotics, with a market of $3.23 billion is a large part of Japanese functional foods. The Japanese spent $126 per person per year on functional foods and it is higher than other countries including US ($67.9), Europe ($51.2) and Asia ($3.20).
According to Euromonitor International’s packaged food data, in 2000, pro/prebiotic yogurt (both drinking and spoonable combined) accounted for one-quarter of global yogurt sales by value. A decade later, in 2010, it accounted for one-third. global value for sales of probiotic dietary supplements almost tripled, amounting to US$2.2 billion in 2010, thereby, further suggesting that probiotics are spreading like wildfire around the globe.

Normalization of the properties of unbalanced indigenous microflora of the intestinal tract by ingestion of specific strains of the healthy microflora forms the rationale of probiotic therapy. It is now well recognized that probiotics hold great promise and have the prospects to serve as candidate biotherapeutics in the management of inflammatory metabolic disorders including cardiovascular diseases such as atherosclerosis, hypertension and stroke etc. So many food companies are expanding their market profile to the most promising growth markets for probiotics. Some of the probiotic products available worldwide are presented in the following table.

Probiotics Products By Country