Natural Products Marketplace – The Booming Probiotic Market

In 2008, the Natural Marketing Institute’s Health and Wellness Trends Survey reported U.S. consumer awareness of the term “probiotics” skyrocketed to 48 percent, up from 31 percent in 2007, and up from 20 percent in 2006. What’s more, the research firm Mintel reported 142 new foods and beverages were launched in the digestive-health category in 2008. So what’s driving this ever-growing market of probiotics?