Marketing and sales
Population: 35.4 million
Births per year: 393,000
Maturity level: Probiotics are very well known, particularly for treating antibiotic-related problems, IBS and infantile colic.
Products: BioGaia Probiotic Drops, BioGaia ProTectis Digestive Health
The Canadian market for probiotics is worth more than SEK 1.3 billion and is growing by 8 percent annually. The most important areas of use are general digestive health, but diarrhea, IBS and the side effects of antibiotics are other common indications.
All “natural health” products must have their health claims approved by Health Canada, which benefits BioGaia/Ferring and also vouches for continued growth. In 2016, a full 18 health claims were approved – far more than for the competitors – thanks to the large number of high quality clinical studies with L. reuteri Protectis.
Ferring’s marketing is mainly targeted to pediatricians, but they also have web-based consumer marketing. The company aims to become stronger in Pediatrics but also to advance its position in Adult Health. All of BioGaia’s products are carried by the major drug store chains and there is a high level of knowledge about BioGaia among healthcare professionals.