Progressive Grocer - April 2010 - (Page 88)

Frozen/Refrigerated Probiotics in Dairy and Frozen: A Healthy Pursuit The tiny organisms known as probiotics are gaining consumer acceptance and sales in the refrigerated and frozen departments. By D. Gail Fleenor C onsumers may not know exactly what probiotics are, but most are convinced they help digestive health. When these tiny microorganisms were added to yogurt a few years back, the dairy case was revitalized with increased sales and dozens of new products. Today, probiotics are in a wide variety of foods, but dairy-based products hold the majority, with yogurt still the most popular source. Digestive health, previously a rarely mentioned topic, is now front and center in many television ads. In its October 2009 report, “Boosting Immunity Through Digestion,” New York-based Packaged Facts cites its poll that shows digestive health to be a key area for buyers of functional foods until at least 2013. “It represents a larger growth opportunity because of its association with immunity, wellness and maintaining or improving good health,” the report says. For the uninitiated, “probiotics” literally means “for life” and is defined by the Joint Food and Agriculture Organization/World Health Organization as “live microorganisms which, when administered in adequate amounts, confer health benefits on the host.” The number of probiotic and prebiotic product intro88 • Progressive Grocer • April 2010 Are retailers seeing new probiotic items in dairy, besides yogurt? “I think, as the economy improves, there will be other items in the dairy that will be launched adding probiotics,” ductions increased almost fivefold from 2004 says Greg Jezowski, dairy category manager to 2008, according to Datamonitor’s Product- for Grand Rapids, Mich.-based Spartan Stores. Launch Analytics. “To date, I have not been presented with anything Have a Cup other than yogurt items.” Since Dannon launched its Dannon’s DanActive and Activia probiotic yogurt in Activia, and Yoplait’s Yo2006, a surge of functional Plus items are his most yogurts has hit the market popular dairy products with at least 102 new with probiotics. Jezowski yogurt products is adding line extensions with probiotic to these brands. Not all claims launched forms of probiotic between 2006 yogurt have succeeded, he and October 2009, notes; for example, yogurt Organic Valley’s pourable yogurts according to offer the most complete probiotic drinks have not done well Chicago-based mar- package of any of the co-op’s prod- in Jezowski’s stores. “I have ucts. Left: Activia led the surge of ket research firm functional yogurts on the market. been discontinuing items Mintel’s Global New from that segment.” Products Database. The acceptance and purWith star product Activia recently named suit of probiotics by consumers has prompted one of the top 10 new products of the decade retailers such as Target, Price Chopper and by Ad Age magazine, Dannon continues its Meijer to offer their own private label ver- redefinition of the yogurt category. The comsions. pany’s new products for 2010 target kids, who A H E A D O F W H AT ’ S N E X T www.progressivegrocer.com http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - April 2010

Progressive Grocer - April 2010
Table of Contents
Nielsen’s Shelf Stoppers/Spotlight: Baby Needs/Baby Powder
The Lempert Report: Ways to Improve the Nutrition Facts Panel
Best Practices: The Employee Satisfaction, Productivity and Profit Connection
State of the Industry Report: Looking Up, Cautiously
Store of the Month: Standing Ovation
GMA President’s Note: Tackling Obesity: A New Blueprint for Success
Natural Meat: Where Was the Beef?
Produce: Swinging Springtime Sales
Beverage Alcohol: The Case for Beer
Breakfast Foods: The Start of Something Big
Dairy: Probiotics in Dairy and Frozen: A Healthy Pursuit
Baby Care: The Dry Season
Pet Care and Supplies: Where the Margin Is
Case Study: King of the Jungle
Tech Toolbox: A Look at the Latest Solutions
Foodservice: No Strain, No Pain
Sustainability: Green Energy is Blooming
What’s Next: Editors’ Picks for Innovative Products

Progressive Grocer - April 2010