Delivery systems are increasingly a key competitive differentiator as the market for probiotic supplements becomes more saturated. Those which are being successful have managed to differentiate themselves from competitors in the eyes of manufacturers and brands. However, if delivery systems are going to influence consumer preference and move beyond a compelling business-to-business proposition, greater investment in consumer education is needed.
This report focuses on delivery of viable organisms to optimal locations in the body as, over the last decade, viability during manufacture and viability during time on the shelf has been overcome reasonably well by manufactures in the supplement marketplace.
- Over 400 products carry claims pertaining to probiotic viability, out of that 280 products claim a specific technology.
- Delivery systems for probiotics are present in the variety of supplement formats being marketed today, including capsules, softgels and tablets, among others.
- Delivery systems is still a B2B tool, with phrases such as “arrive alive” and “acid resistant capsule” resonating more with consumers.
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- Global picture
- Leading and novel delivery systems
- Country focus
- Choice of strains, health positioning and delivery systems
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