Use of live microorganisms as feed supplements for animals is not a new concept. Various microorganisms such as bacteria, fungus, and yeasts are used as an ingredient to produce feed. According to Lallemand Inc., “the ban of antibiotic growth promoters in feed for production of animal foods in the European Union has increased interest in evaluating the effect of yeast products on the gastrointestinal ecosystem, rumen microbial populations, and overall animal performance.” According to the FAO, yeast is a unicellular fungus that reproduces asexually by budding or division, especially the genus Saccharomyces, which is important in food fermentations. It is used in the preparation of many animal nutrition and pet nutrition products, which helps in improving the health and performance of animals.

Visionary leaders are the leading market players in terms of new developments such as product launches, innovative technologies, and the adoption of growth strategies. These players have a broad product offering that caters to most of the regions globally. Visionary leaders primarily focus on acquiring the leading market position through their strong financial capabilities and their well-established brand equity.

Dynamic Differentiators are established players with very strong business strategies. However, they have a weaker product portfolio compared to the visionary leaders. They generally focus only on a specific type of technology related to the product.

Innovators in the competitive leadership mapping are vendors that have demonstrated substantial product innovations as compared to their competitors. The companies have focused on product portfolios. However, they do not have very strong growth strategies for their overall business, when compared with the visionary leaders.

Emerging companies have niche product and service offerings. Their business strategies are not as strong as that of the established vendors. The emerging vendors include the new entrants in the market, emerging in terms of product portfolio and geographic reach, and require time to gain significant traction in the market.