ROBERTO SUÁREZ MARTÍN
Pen & Tec Consulting S.L.U., Barcelona, Spain

Abstract

At some point in our lives, most of us will have heard of or bought probiotics; viable microorganisms which are said to confer health benefits to our bodies. As one of the top-trending products in the food industry at the moment, you may have noticed how the range and promotion of probiotics has dramatically increased in recent years.  The market for probiotics has grown and is expected to be worth an impressive $69.3 billion by 2023. However, the market is highly dependent on consumer’s trust and current sale strategies. In this article, we will analyse the phenomenon of probiotics and share information regarding the key scientific and legal elements required to successfully get your probiotic product on the market.

INTRODUCTION

Probiotics are a top-trending topic in medicine and are thought to have transformed the human and animal pharmaceutical industries. The range of probiotic products has increased dramatically in the last decade and it is thought to grow even further, with experts predicting that it will be worth approximately $69.3 billion by 2023 (1). However, the probiotic market relies highly on the trust of consumers and requires intelligent sale strategies in order to succeed. In this article, we will investigate the phenomenon of probiotics and discuss the key scientific and legal points which must be taken into account if you plan on taking your probiotic product to market.

PROBIOTIC MARKETING STRATEGIES FOR HUMAN & ANIMAL HEALTH

Human health 

Probiotics act as a boost to our health and, in some ways, they have revolutionised human medicine and the pharmaceutical industry. A clear example of this is that, as antibiotics have a negative impact on gut microbiota diversity, health professionals now often recommend ...