Probiotics were born in Japan in the 1950s, but they are booming in broader Asia as consumers turn onto them in various formats, and regulations permit a greater range of health claims. Prebiotics are growing in these markets too but in different ways. What can the rest of the world take away from Asia and where else should it be looking for growth? Europe is typecast as flat-lining, but is it true all over and what of the Americas?
Phase two of a gigantic project studying the human microbiome is just beginning. Many think the microbiome can unlock the mystery of just how pre- and probiotics work. Question is: Where will phase two go, can it help win claims and what did we learn from phase 1?
Regulatory pressure has forced the probiotic sector to think hard about how its products are presented to world. The alignment between the vast body of science and regulatory parameters varies greatly with regions and countries so what marketing tools are available to manufacturers of probiotics?
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