The Food and Agriculture Organization of the United Nations (FAO) and World Health Organization (WHO) Working Group define probiotics as “live micro-organisms which when administered in adequate amounts confer a health benefit on the host. However, there are several types including bacteria or non-bacterial; spore forming and non-spore forming, multi-species or single-species; and allochthonous or autochthonous- those are that are or aren’t likely to be found in an animal’s gastro-intestinal tract (FAO/ WHO, 2001).”"

VISIONARY LEADERS

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

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

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

Emerging players are players that have recently included the subject market-related products in their portfolios, have a limited product portfolio catering to the studied market, or are comparatively smaller in operations. In terms of geographical reach and operating and financial strength as well, they are comparatively limited.

The market poses a moderate threat to new entrants in establishing their footprint, as there are many players who are providing pulse flour products to diverse clientele groups, globally.

Probiotics in Animal Feed

Comparing 30 vendors in Probiotics in Animal Feed across 20 criteria.
All vendors(30)
Land O'Lakes deals in the agribusiness and food industries and is involved in the manufacturing and marketing of dairy food, crop inputs, and feed. The company provides probiotics for animals through its subsidiary Purina Mills, LLC (US), which was acquired in June 2001. After the acquisition, Purina Mills was renamed as Purina Animal Nutrition. The company is one of the largest animal feed suppliers and has businesses in the US and more than 60 countries.
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3.9
Koninklijke DSM N.V. is backed by a wide portfolio in the feed segment catering to the poultry, ruminants, swine, aquaculture, and pets. The company caters 17 end-user markets including food & beverages, dietary supplements, personal care, feed, pharmaceuticals, automotive, paints, electrical & electronics, life protection, alternative energy, and bio-based materials.
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3.7
The company provides probiotics through its specialty products segment under the nutrition & biosciences business segment. DowDuPont focuses on research activities, which will enable it to improve the existing products and introduce new products related to probiotics in feed. The company spent over a billion dollars in 2018 on R&D. It adopted new product launch and expansion strategies to enhance its presence in the probiotics in animal feed space.
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Evonik Industries is one of the world's leading specialty chemical companies. RAG Beteiligungs AG (Germany) was renamed as Evonik Industries AG in 2007. The company is active in the areas of chemicals, feed nutrition, coal power, renewable energies, trading, and real estate. The major segments of the company are Nutrition & Care, Resource Efficiency, Performance Materials, and Services which operate independently. The company provides probiotics for the feed industry through its Animal Nutrition business under its Nutrition & Care segment.
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Chr. Hansen is backed by the largest collection of bacterial strains with over 30,000 strains under its umbrella, giving it a competitive edge over other players operating in the probiotics in animal feed space. The company focuses on R&D to develop new bacterial strains for the various end-user industries including feed.
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