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Manufacturers should change the communication strategy

Consumers have been influenced by inaccurate journalistic notes that have flooded the media regarding the health claim rejections. It is true that the communication of health benefits is necessary to encourage consumers to buy the probiotic products, but manufacturers should understand that they can still do that without having an authorized health claim.

As explained in the article “Alternatives for communicating the health benefits of probiotics” (http://www.idpf-idap.com/En-articles-1-2-2012.html ), there are other information strategies that can be adopted and that have some advantages over the classical health claims. It is time for the manufacturers of probiotic products to recognize that they have other options and to adopt them rather than remaining in a contemplative mode allowing others to destroy their market.

Posted by Martin Macouzet
01 February 2013 | 16h16

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Back to: Euromonitor “shocked” by EU probiotic decline

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