market insight and trends for gut health ingredients · market insight and trends for gut health...
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MARKET INSIGHT AND TRENDS FOR
GUT HEALTH INGREDIENTS
DR. MINJA MIETTINEN
RESEARCH MANAGER, VALIO
MARKET INSIGHT
AND TRENDS FOR
GUT HEALTH
INGREDIENTS 04/12/2017
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OVER 110 YEARS OF EXCEPTIONAL QUALITY FROM A FARMER-OWNED DAIRY
THE ONLY DAIRY
IN THE WORLD
WITH A
HERITAGE
OF NOBEL
PRIZE-
WINNING
INNOVATION
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GUT HEALTH:
GLOBALLY
INCREASING
CONSUMER TREND.
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+50%
BY 2020.
MARKET VALUE
(EUROMONITOR)
”
”
OF THE UK CONSUMERS CONSIDER THAT HEALTHY GUT IS VERY IMPORTANT INCREASING UNDERSTANDING BY CONSUMERS!
(Gefilus consumer insight study UK, n=1000)
87%
GUT HEALTH Google search term
2017 2016 2012 2008 2004
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SCIENCE PROVES:
GUT MICROBIOTA
IS AN ESSENTIAL
ORGAN.
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• HUMANS HAVE 10 X MORE MICROBES THAN HUMAN CELLS
• HUMANS HAVE 100 X MORE MICROBIAL GENES THAN HUMAN GENES
Microbiota regulates functions from metabolism to pain and immunity to cognition
Microbiota can be affected by diet, illness, age, drugs
100,000,000,000,000 MICROBES
Sommer F, Bäckhed F. Nat Rev Microbiol. 2013;11(4):227-38. Clarke G, O'Mahony SM, Dinan TG, Cryan JF. Acta Paediatr. 2014;103(8):812-9. Power SE, O'Toole PW, Stanton C, Ross RP, Fitzgerald GF. Br J Nutr. 2014;111(3):387-402.
1014
2016 2011
1 324
2006
289
2001
74
6 056
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CUTTING EDGE
SCIENCE HAS LED TO
BACK TO BASICS
APPROACH
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Kefir emerged as the most effective product in enhancing beneficial gut microbiota BBC ’Trust Me, I’m A Doctor’ with Dr. Michael Mosley, January 2017
Source: Valio Social Media listening (N= 1,346,000)
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INTEREST IN
BENEFICIAL
MICROBES KEEPS
GETTING BIGGER.
Topics of research with probiotics • Diseases and disorders
o Gut-related + non-gut-related
o Treatment and prevention • Immunity • Allergy • Weight • Obesity • Gut-brain/mental effects • Ageing • Growth • Properties of bacteria
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0
500
1000
1500
2000
2500
1986 1996 2006 2016
NUMBER OF SCIENTIFIC PUBLICATIONS WITH PROBIOTICS BY YEAR
Hill C et al. Nature Rev Gastroenterol & Hepat. 2014. 11, 506–514 PubMed search on Oct 3, 2017 with the term ”probiotic”
Nature 2015. 518 (7540) ppS1-S52
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THE UNIQUE
BACTERIUM HAS
MOST SCIENTIFIC
RESEARCH
EVIDENCE
Lactobacillus rhamnosus GG (LGG) is the world’s most studied bacterium
LGG IS THE GOLDEN STANDARD
• Found in 1985, Lactobacillus rhamnosus GG (LGG) is the most researched lactic acid bacterium in the world.
• The bacteria has unique whips with which it attaches strongly to the gut.
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Tytgat HL, Douillard FP, Reunanen J, Rasinkangas P, Hendrickx AP, Laine PK, Paulin L, Satokari R, de Vos WM. Appl Environ Microbiol. 2016 Sep 16;82(19):5756-62..
NUMBER OF CLINICAL STUDIES WITH THE BACTERIA USED IN PRODUCTS
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LONG HISTORY
WITH PRODUCTS
First consumer products were launched in 1990
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1990 1992 1995 1996 1999 2000 2004 2006 2008 2009 2013 2014 2016
Milk Yoghurt Fermented milk
Whey drinks and fermented
products
Live culture shots
Cheese Shots for children
Children’s product portfolio
MAX Shots
Supplements Juices, Supplements
Juicemilk Flavored fermented milks and smoothies New
products
Valio Gefilus®
79%
Actimel 21%
MARKET SHARE IN FINLAND (Nielsen Homescan 2016)
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THE GUT IS AN EMOTIONAL
ISSUE FOR CONSUMERS
Pictures drawn by consumer who used probiotics to prevent gut problems
Valio qualitative research with 8 focus groups in Manchester and London 2016.
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1 1
COME SEE US AT STAND 605
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