The world market for probiotics is expanding rapidly. In Europe, the market for food and beverage probiotics is expected to more than double to USD $ 120 million by 2013. In the US, the probiotics market is forecast to reach USD $ 400 million by 2010.Probiotics and functional dairy products are also leading food categories in Japan, and gaining ground many other Asian countries. The growth in the probiotics market is fuelled by an increasing consumer awareness of gut and digestive health. A significant factor in the globally growing "wellness" industry is the promotion of health and the prevention of disease through smart lifestyle choices, rather than focusing on the treatment of disease.
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