Probiotic growth calls for clear subcategory definitions for differentiation
All the probiotic products on display at Vitafoods Asia in September was a very good reminder of the quick growth and diversification of the probiotic category into sub-segments. The entrance of the Microbiome moves us away from the simple idea of a probiotic strain as an ingredient for primarily gut health to a vital part of your health. (See the Probiotic 2.0 Trend in our Global Gamechangers Report 2019)
So if we take Probiotics as the starting point then what I saw at Vitafoods Asia is a clear indication of how the probiotic category is diversifying:
Key to success for new probiotic brands will be category management
If we apply the FourFactors® on the probiotic category, then what becomes clear is that all these new definitions must be positioned as new segments in the probiotic category. And as such they need to be clearly defined. Not just scientifically but in relation to what consumers already know. As we pointed out in our August newsletter, most consumers are still at first base = probiotics for gut health.