Nuffoods Spectrum - NUFFOODS Spectrum April 2025

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What's Holding Back Non-Traditional Probiotics?
Probiotics are rapidly gaining traction in India, with supermarket shelves featuring a growing range of products promising gut health and immunity benefits. While traditional dairy-based offerings like curd, buttermilk, and yoghurt dominate the market, companies like Amul, Mother Dairy, Heritage Foods, etc, are leading innovation with probiotic buttermilk and curd. However, non-dairy probiotic products face challenges. Yakult, despite its global success, initially struggled in India due to consumer unfamiliarity and competition from established dairy brands. A study from Indira Management Review highlighted how Yakult’s lack of artificial flavors and unconventional format impacted its acceptance. Although Yakult has now grown to become one of the giants in the space, the non-dairy probiotic space remains challenging. Let's take a closer look at the obstacles facing non-traditional probiotic product manufacturers in India.