Digestive Health Ingredients Market

In this case study, an international ingredients company engaged CPL to assess the market opportunity for a digestive health ingredients platform. CPL recommended specific opportunities, as part of its growth strategy, which it subsequently pursued.

Objective

The project firstly examined the attractiveness of the digestive health ingredients market and a digestive health ingredients platform. We then assessed the market interest in ‘digestive health’. CPL also determined other opportunities, especially in respect of beta-glucan, resistant starch and xylo-ogliosaccharides.

Method

CPL interviewed prospective end-users about the attractiveness of a digestive health platform and what else they might like to see. We then examined competitor activity both in digestive health and in the marketing approach of ‘platform’ building. CPL also contacted academics actively involved in the digestive health area to gather their views on digestive health products. We then combined these insights with in-house data and publicly available materials on markets, trends, companies and new products. Finally we analysed the information found drawing conclusions and strategic recommendations.

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