Probi has secured its largest order to date, valued at MSEK 17, from the U.S. company NBTY. Probi is to supply probiotic products that will be included in an already well-established consumer product. In the U.S., demand for well-documented probiotic products is considerable and the market has been growing by 20 percent plus over the last couple of years.
In 2014, Probi has experienced strong growth in the Consumer Healthcare business area, largely attributable to successful launches in the North American market. Through its business partner, Viva 5, Probi has now secured its largest single order to date, worth MSEK 17, from NBTY for Probi’s digestive and immune health products, which are to be delivered in early 2015. As a comparison, Probi had sales of slightly more than MSEK 24 in the North American market during the first nine months of 2014.
Probi’s bacterial strains will be included in a product that is already sold through retailers in the U.S. market under the Nature’s Bounty brand, and it is one of the six largest probiotic products in the mass retail market. (IRI, 2014) Probi’s product brand will appear on the customer’s product as a seal of quality.
“We are continuously looking for ways to strengthen our product offerings and are excited to be upgrading our Probiotic 10 offering by adding more, well-documented bacterial strains. Probi’s high-quality strains are a perfect fit for us, and the company will now become a key supplier of probiotics for digestive and immune health,” said Kimberly Vigliante, senior vice president of marketing at NBTY.
It is estimated that the U.S. probiotics market is worth around BUSD 1,2 with annual growth of more than 20 percent. (Euromonitor, 2014) Probiotics constitute the fastest growing segment in the dietary supplements market, driven by trends such as greater health awareness among US consumers and increased market investments in this category.
“Naturally, we are extremely upbeat about the great demand for our products. Probi’s extensive research over the years has provided well-documented products with proven health benefits that are now increasingly in demand in several markets,” said Peter Nählstedt, CEO of Probi.
The listed company, NBTY, is the largest U.S. player in the VMS (vitamins, minerals and supplements) segment. During the autumn 2014, NBTY successfully launched a number of VMS products under the Nature’s Bounty brand, including Probi’s digestive health product Probi Digestis®, in supermarkets and pharmacies in the U.S. Earlier in 2014, NBTY also launched products featuring Probi Digestis in the health food sector and direct to consumer.