Prepared Foods Exclusive: Embracing the Digestive Health Movement
This is good news for the millions of Brits who suffer from digestive complaints such as heartburn and irritable bowel syndrome (IBS). In 2008, nearly 12 million people complained of heartburn, and this figure is expected to rise to almost 14 million by 2013 (amounting to nearly a quarter of the population). Similarly, just under 10 million people suffered from IBS in 2008, with a predicted increase to 11.5 million by 2013. It is no wonder then that so many people are looking for solutions to their problems.
Mark Whalley explains, “The real success of these products has been the way in which consumers have adopted them for a ‘daily dosing’ routine.” The daily consumption of a probiotic yogurt allows people to feel that they are combining a healthy boost with a delicious treat. However, the industry faces a tough challenge in justifying prices at a time when consumers are looking to save pennies.