The joint FAO/WHO working group defines probiotics as “live micro-organisms which when administered in adequate amounts confer a health benefit on the host” (FAO/ WHO, 2001).

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 are the players in the subject market which have a strong focus on innovation and invest strongly in their R&D endeavors. These players hold subject market specific patents and have launched new products in the recent past.

The probiotics market also include some emerging players, who either recently included the subject market-related products in their portfolios, have a limited product portfolio catering to the subject market, or are comparatively smaller in operations. In terms of geographic reach as well, they have a limited footprint. Apart from that, at present, their operational & financial strength is comparatively limited.