Who will be next to embrace bugs? Experts say keep an eye on Latin America and Asia for dramatic growth for probiotics.
Giant, untapped—and youthful—markets wait in those regions, George Paraskevakos, executive director, International Probiotics Association, told Nutritional Outlook. “The growth curve of opportunity is way higher than what you’ll see in a more mature market,” says Paraskevakos. Specifically, he points to Brazil, Mexico, Colombia, China, Japan, South Korea, and possibly Southeast Asia as some of the most interesting hot spots on the radar. Experts at
Euromonitor International agree, according to the article.
Ganeden Probiotics President Michael Bush told NBJ that Latin America could be the company’s next frontier: "We did a giant consumer survey last year in which we looked across multiple demographics at how people felt about probiotics and probiotic food and probiotic supplements and what format they would like to have their probiotics in. What we found was that Latin American people prefer to receive their functional ingredients in foods. We think that’s going to be a great market. As we roll more deeply into South and Central America, you’re going to see more and more activity in the staple food type of products."
What types of probiotic products will spread through Latin America and Asia first? In emerging markets, digestive health is usually the first probiotic health area that proves successful in reaching consumers, the IPA’s Paraskevakos said. “It all begins in gut health, and then as the thirst of consumers grows and they start to get used to the consumption of the probiotic and getting past that initial stage of knowing it’s good for your gut, then other [health] areas start to come through,” he said.