Special edition: Pre and Probiotics

Probiotic call: Forget health claims (consumers have)

Yakult adapts its probiotic comms without hard claims

Probiotic players obsessed with winning health claims needn’t bother as consumers don’t value them anyway, a leading consultant says.

The president and founder of the Healthy Marketing Team, Peter Wennstrom, said the €20bn category had enough credible science and consumer support to move ahead without approved health claims if it invested in education campaigns.

“Consumers are turning their backs on health claims,” Wennstrom told the recent Probiota conference in Amsterdam, the Netherlands, which was organized by NutraIngredients.

He told the packed congress active consumer education and smart communication that connected with consumers was a better way to go and far more effective than ‘old school’ health claim strategies.

Education before claims

Speaking with us today he said, “The connection to consumers is missing. The probiotic industry has lost connection with consumers for many reasons but it boils down to the managers being male middle aged technologists or economists recruited to run production rather than consumption.”

One of the conclusions from observing the probiotic and prebiotic categories as well as other health related categories is the need to invest in education before claims in order to grow a category profitably. And it means that you must educate about your category before you educate about your brand. This is unfortunately constantly forgotten by a claims focus industry who want proprietary claims.”

“So my simple message to the industry is that a claims strategy must be a part of an education strategy to be successful.”

Wennstrom said the sector had a powerful basis to work with – the concept of live active bacteria.

“This is the message that needs emphasising.”

Related News

Pooperoni? Spanish researchers produce low sodium and fat probiotic stool sausage

Pooperoni? Spanish researchers produce low sodium and fat probiotic stool sausage

“If you stay quiet you can say the authorities are right – and they are not always,” says health claim consultant.

Small fish in a big health claim pond: Naturalpha

Time to renovate your probiotic toolbox? IPA workshop explores how

Time to renovate your probiotic toolbox? IPA workshop explores how

Jeff Hilton: “Research has demonstrated that the demand for functional foods exists, but without a proper understanding of the market, many brands are missing the mark when it comes to a successful launch.”

Functional foods resist recession but failure rate stays high: Analyst

Germvangelist set to shake Probiota with holistic shout

Germvangelist set to shake Probiota with holistic shout

Wennstrom: “Remember that many consumers in these growing economies still have an experience of nutritional shortage, either for themselves or for their parents.”

Emerging market healthy food 'faux pas': Too much pleasure, too soon

Peter Wennstrom

Fragmentation, regulation, recession: Breaking Europe’s innovation breakdown

Peter Wennstrom

EU food marketing expert: Consumers don't understand probiotic health claims ban

Health claims? Who needs ‘em? asks industry guru

Health claims? Who needs ‘em? asks industry guru

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.