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Article: Gut feeling: the growing digestive health category.(INGREDIENT TECHNOLOGY: TECH TRENDS)(Report)
- Article from:
- Stagnito's New Products Magazine
- Article date:
- August 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 BNP Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Although the market for yogurt and other cultured products has been teaming with growth in Europe and Asia for many years, the U.S. market has never quite taken off as such. The usual rationale for this is that Americans are an uptight bunch, not comfortable chatting idly about the inner workings of their digestive tracts. What might be closer to the truth is that Americans are accustomed to the marketing of laxative pills for digestive health, not pre- and probiotics in food. Perhaps this is the case because pills keep the topic more clinical in nature, and they provide quick fixes (which Americans prefer).
We are on the cusp of a major shift in the U.S. market ...