Chapter1

ExecutiveSummary

MarketOverview1-1

Introduction1-1

ScopeofResearch1-2

ResearchMethodology1-2

SegmentationRationale1-3

SummaryofMajorFindings1-3

MarketGrowthandOpportunities1-3

MarketChallengesDriversandRestraints1-5

KeyIndustryChallenges1-5

KeyMarketDrivers1-6

KeyMarketRestraints1-7

ProductandApplicationTrends1-8

CompetitiveAnalysis1-8

ConclusionsandRecommendations1-10

Chapter2

IntroductiontotheIndustry

MarketOverview2-1

Introduction2-1

CommercialStrains2-2

TypesofAvailableProbioticStrains2-2

ProductTypeandApplications2-5

Introduction2-5

ProbioticYogurtanditsForms2-5

ProbioticDietarySupplements2-6

OtherProbioticFoodProducts2-6

ProbioticsandHealth2-7

PossibleHealthBenefitsAssociatedwithProbiotics2-7

IrritableBowelSyndrome(IBS)2-7

ModulationoftheImmuneSystem2-8

Preventionofselectallergies(e.g.atopicdermatitis)2-8

LactoseIntolerance2-9

Vaginitis2-9

Legislation2-10

UnitedStatesofAmerica2-10

Canada2-11

IndustryStructure2-12

TheSupplyChain2-12

KeySuppliers2-14

Licensor2-14

BiobalanceCorporation2-14

BioGaiaBiologicsAB2-15

Oragenics，Inc.2-16

ProbiAB2-16

UREXBiotech2-17

MultinationalIngredientCompanies2-18

Chr.HansenA/S2-18

Danisco2-18

DSMNutritionals2-19

InstitutRosell/Lallemand2-19

MedipharmUSA2-20

BulkProducers/Technologyproviders/ManufacturersforPrivateLabels2-20

AbiasaBioingredientsInc.2-20

CellBiotechCo.Ltd.2-20

HarmoniumInternationalInc2-21

NutraceutixInc.2-21

SabinsaCorporation2-21

UASLaboratories2-22

Captiveuser/Processor2-22

MorinagaMilkIndustryCo.，Ltd.2-22

ValioLtd.2-23

WakunagaofAmericaCo.，Ltd.2-23

Distributor/MarketingCompany2-24

AmerifitNutrition2-24

IndustryDynamics2-24

CompetitiveFramework2-24

EntryBarriers-Highforsuppliers，Lowforfoodandsupplementmanufacturers.2-25

ThreatofSubstitutes-Mediumthreatforbothsuppliersandend-usersofprobiotics2-26

BargainingPowerofSuppliers-Medium2-27

BargainingPowerofBuyers-Medium2-28

IntensityofRivalry-Mediumforbothsuppliersandend-usersofprobiotics2-29

ExamplesofTechnologyandProductDevelopments2-30

ExamplesofNewProductLaunches2-31

MergersandAcquisitions2-35

AcademicandResearchInitiatives2-37

ListofGlossaryandAcronymns2-37

GlossaryofTerms2-37

ListofAcronyms2-40

Chapter3

IndustryChallenges

IndustryChallenges3-1

ChallengesInfluencingtheTotalProbioticsMarket3-1

LargeInvestmentsinaSpeculativeMarketPosesThreat3-2

LowConsumerAwarenessHampersMarketPotential3-2

UnresolvedQualityControlIssuesDelayProgress3-2

LackofProductStandardsLowersEntryBarriers3-3

ChangingandIncreasingDemandsfromProcessors3-3

LengthyRegulatoryApprovalProcessDemotivatesMarketParticipants3-3

IssueswithLogisticsandDistribution3-4

DifficultiesinProductDevelopmentDelaysProductSpread3-4

ExternalFactorsAffectingRawMaterialCostFlattenMarketAttractiveness3-4

Chapter4

StrategicAnalysisoftheTotalProbioticsMarket

IntroductiontotheTotalProbioticsMarket4-1

MarketOverview4-1

MarketEngineeringMeasurementAnalysis4-2

MarketDrivers4-3

BetterMarketingStrategiesPromoteConsumerAwareness4-3

DevelopmentofNewApplicationsforProbioticStrainsExpandsConsumerChoice4-4

EndorsementsFromHealthcareProvidersBuildConsumerTrust4-4

ConsumerConcernforHealthandWellnessPromotesIncreasedConsumerInterest4-5

TechnologicalBreakthroughsAdvanceProductInnovation4-5

FormationofSynergiesAmongstCompaniesMaximizeResources4-5

MarketRestraints4-6

LegislativeRestrictionsandRegulatoryApprovalDissuadesProcessors4-6

RelativelyHighCostofProbioticsDetersMarketGrowth4-6

ForecastsfortheTotalNorthAmericanProbioticsMarket4-7

MarketForecasts4-7

RevenuesbyProductType4-9

PricingandMarginAnalysis4-10

ProductandApplicationTrends4-12

CompetitiveAnalysis4-14

CompetitiveStructure4-14

TiersofCompetition/TypesofCompetitors4-15

Tier1-StrainLicensor4-15

Tier2-MultinationalIngredientCompanies4-15

Tier3-BulkProducers/TechnologyProviders/ManufacturersforPrivateLabels4-15

Tier4-CaptiveUser/Processors/Semi-Finishers4-15

Tier5-Distributor/MarketingCompany4-16

CompetitiveFactors4-16

Chapter5

StrategicAnalysisoftheProbioticFoodMarket

IntroductiontotheProbioticFoodMarket-Yogurt5-1

MarketOverview5-1

MarketEngineeringMeasurementAnalysis5-3

MarketDrivers5-5

PalatabilityoftheFinishedProductPropelsVolumeGrowth5-5

PromotionsandAlternativeMarketingOptionsHeightensAwareness5-6

ProfitableProductsAttractsMoreProductManufacturers5-6

PursuitofHealthandWellnessIncreasesInterest5-7

PotencyRetainsCustomers5-7

ProductInnovationinApplicationFormatsFuelsRevenueandVolumeGrowth5-7

PortablePortionsthatOfferConvenienceBoostsMarketGrowth5-8

ProgramsEndorsedbytheGovernmentPromotesConsumption5-8

MarketRestraints5-9

RelativelyHighCostofProbioticsDauntConsumers5-9

InefficientDistributionImpedeMarketGrowth5-9

AcquiredTasteforSomeProbioticProductsPreventsConsumerPurchases5-10

ForecastsfortheProbioticFoodMarket-Yogurt5-10

MarketForecasts5-10

PricingAnalysisandTrends5-12

CompetitiveAnalysis5-13

CompetitiveStructure5-13

TypesofCompetitorsandTiersofCompetition5-15

MajorIndustryActivities5-16

DistributionStructure5-16

KeyEnd-userGroups5-16

CompetitiveFactors5-17

MarketShareAnalysis5-18

IntroductiontoOtherProbioticFoodsMarket5-20

MarketOverview5-20

Kefir5-23

FluidMilk5-24

Cheese5-24

CulturedSoymilk5-24

InfantFormula5-25

Cereal5-25

Peanutbutterwafers5-25

Bars5-25

Snackfoods5-26

Fruitjuice5-26

Sweetener5-26

Therapeuticproducts5-26

Oralhealth5-27

MarketTrends5-27

Chapter6

StrategicAnalysisoftheDietarySupplementProbioticsMarket

Introduction6-1

MarketOverview6-1

MarketEngineeringMeasurementAnalysis6-3

MarketDrivers6-4

HigherStabilityandLongerShelf-LifeOffersMoreConvenience6-4

EndorsementfromHealthcareProvidersAddsCredibility6-4

NaturalAffinityforSupplementsPromotesDemand6-5

EffectiveMarketingChannelsandDistributionNetworkEncouragePurchases6-5

HigherPotencyEquatestoHigherPerceivedValue6-5

LackofProductRegulationLowersEntryBarriers6-5

GrowingInterestfromPharmaceuticalCompaniesExpandstheMarket6-6

MarketRestraints6-6

NonexistentStandardsthatCheckforViabilityErodesConsumerTrust6-7

PresenceofSubstituteProductsCompeteforMarketShare6-7

ResponseRateDiscouragesConsumerPurchases6-8

IneffectiveMarketingFailstoCommunicatewithConsumers6-8

RelativelyHighCostofProbioticSupplementsDiscourageTrialPurchases6-9

ForecastsfortheDietarySupplementProbioticsMarket6-9

MarketForecasts6-9

PricingAnalysisandTrends6-12

CompetitiveAnalysis6-13

CompetitiveStructure6-13

TypesofCompaniesandTiersofCompetition6-14

DistributionStructure6-14

CompetitiveFactors6-15

MarketShareAnalysis6-16

Chapter7

Recommendations

MarketOpportunities7-1

MarketOpportunity7-1

CriticalSuccessFactors7-3

CriticalSuccessFactors7-3

EducateBuyers7-4

Constantproductinnovationandimprovement7-5

Collaborationamongsttierparticipants7-5

SuperiorCustomerService7-5

Offeracompleteproductportfolioinkeymarketsegments7-6

Ensurespeedtomarketnewproductdevelopment(NPD)items7-6

KnowledgesourceinthewholemanufacturingvaluechainfromR&Dtoproductiontomarketing7-6

Capitalizeonglobalexpertisebutofferpersonalizedservice7-7

Offercompetitivepricing7-7

StrategicRecommendations7-7

Chapter8

KeyMarketParticipants

KeyIndustryParticipants8-1

ManufacturersandSuppliers8-1

FoodorSupplementManufacturers8-1

ProbioticSuppliers/Distributors8-6