The global pre- and probiotic overview: Europe flatlines; Asia-Americas shine
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?