Probiotic formulations and applications, the current probiotics market, and changes in the marketplace: a European perspective.

Europe is a multicultural continent where the consumption of fermented milks has traditionally been high in several countries. Thus, it is no wonder that the market for fermented dairy products with probiotic bacteria has been successful. The market for food applications of probiotics is clearly larger than that for probiotics sold in capsules, sachets, and other pharmaceutical forms. Yogurt-type drinks are the fastest-growing product category, but the diversity of probiotic food applications is not limited to milk-based products. Probiotic fruit juices, berry soups, and soy- and cereal-based fermented products are also sold. Some probiotic strains that are successful in Europe are marketed globally, but there is also a variety of local probiotic strains that are key players in their limited markets. The health messages of probiotic products have focused mainly on general well-being and support of gastrointestinal microbiota. However, because of newly accepted regulation from the European Union regarding health claims, such claims will be evaluated officially, which may substantially change their content. However, more-specific product claims may also appear on the market. This article describes trends and phenomena in mainly the food sector, which covers the most-successful probiotic applications, but food supplements are also discussed.