Premiumization: A growing trend in industry
12 Nov 2021 | Laboratoria Natury
There is a growing demand for probiotics, according to Laboratoria Natury’s vice president Wojciech Furtak. Discussing current trends in the market, he describes the company’s chocolate-like bites, made with probiotics, and outlines how immunity and premiumization are continuing to have a stronghold across the industry.
Hi, this is Andrea Cadiz from Media here at with Wojcek Furtak, vice president of Laboratoria Naturi.
Could you tell us a little bit more about how the nutraceutical space is changing in comparison to the pharmaceutical industry?
So right now, the nutraceutical market is shifting very close to the pharmaceutical market, to the drugs because Our B2B customers, they are looking for the high quality solution based on the clinically proven raw materials or even they start running their own clinical tests based on their products that we are developing them.
And how do you feel the trends are changing now in terms of what consumers or customers are demanding?
So mostly customers right now are demanding the high quality solution in terms of the clinically proven raw materials.
Unique solution like for instance our liposomal products.
Also what we can see still the probiotics market is growing very fast.
Also still are popular raw materials for the immunity.
We are as a customers still looking for raw materials for improving the immunity, so the solution like elderberry extract, zinc, vitamin C, vitamin D is still growing.
So this is the trends right now on the market and also still the wellness products are very selling products.
And what applications are you seeing that the future will have a difference in the application of probiotics?
So customers are looking for the convenient solution, not only capsules or sachets.
We are also the producer of the chocolate-like bites products which contains probiotics.
We are calling the whole group long-life probiotics, which is LLP products.
This is a chocolate-like bites products which contains probiotics inside with the 24 months stability proven by tests, and it's a very easy and very convenient form of administration of the probiotics because you are taking only one.
Chocolate in the shape of the bear or cube daily, and you can have from 1 billion to even 15 billion live probiotics bacteria in one dose.
And are there any regional differences that you could comment on in terms of customer demand?
So the European market and also the United States market is right now focused mostly on the probiotics, vitamins, and mineral products.
Also, the sea region is still connected with the medicine, traditional medicine, so the herbal extracts, all the remedies are.
Still very popular.
Asian market, is something which is a mix between the United States and Europe, so we have a lot of products with the herbal extract, but also vitamin products like vitamin D3, vitamin K2.
It's very popular.
Also calcium is very popular due to the fact that the Asian people do not use the dairy products.
So this is still growing categories also in our portfolio and also our customers.
