According to a new market research report, 'Probiotics Market (2009-2014)' ( http://www.marketsandmarkets.com/Market-Reports/probiotic-market-advanced-tec hnologies-and-global-market-69.html), published by MarketsandMarkets (http://www.marketsandmarkets.com), the global probiotics market is expected to be worth US$ 32.6 billion by 2014, with the Europe and Asia accounting for nearly 42% and 30% of the total revenues respectively. The global market is expected to record a CAGR of 12.6% from 2009 to 2014.
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Probiotics are live microorganisms that are similar to the beneficial microorganisms found in humans and are hence generally regarded as safe (GRAS). Though they have been in existence for many years, the proper appreciation of their benefits is only a recent phenomenon. More and more research is being undertaken to validate their efficacy; so far, such activities have demonstrated their effectiveness in cases of antibiotic associated diarrhea, irritable bowel syndrome, lactose intolerance, oral health etc. The functional ingredients in the probiotic products help in balancing the intestinal microbiota resulting in enhanced over all health, well being and boosts immune system.
The probiotics market has been one of the prime beneficiaries of the recent fad over functional foods. Rising levels of health consciousness and the ageing baby boomer population are a few of the drivers helping in the growth of the market. The other major market factor driving the overall probiotics market in the present and expected to continue to do so in the future is the influence exerted by the women buyer segment. It is generally observed throughout the globe that traditionally women are responsible for the buying decisions of the foods and beverages (F&B) category in families. Since they tend to be more aware about the new products and their health benefits, they try and incorporate more beneficial foods in the families' diet. Hence it is no surprise that women have more knowledge about probiotic F&B and consequently not only drive their consumption, but also act as the opinion makers. This gathers more importance considering the fact that the probiotic F&B segment is expected to command over 75% of the overall probiotics market in 2009.