The US market was worth US$21.3bn in 2006, says the market analyst, with annual sales growth averaging 6.5 percent over the 2001-2006 period. However, Datamonitor's Functional Food & Drink Consumption Trends report states that this growth is expected to slow between 2006 and 2011 to 5.0 percent. The growing popularity of probiotics drinks and yogurts is said to have ignited by advertising campaigns such as those for Danone's Activia line, as well as the convenient format which consumers are keen for. "Consumers are increasingly seeking out products that ensure convenience, as well as overall well-being," wrote the Datamonitor authors. "With greater time spent commuting encouraging multi-tasking while traveling and increased propensity for eating and drinking on-the-go, nutraceuticals offer an attractive option for those who wish to act on health concerns but have limited time." Since Activia yogurt's launch in January 2006, it has surpassed $100m in retail grocery sales in the US. Based on this success, the dairy giant recently launched three new probiotic-delivering products for the US market: Activia Light nonfat yogurt, DanActive dairy drink and Danimals with Lactobacillus GG( LGG). Among other things, probiotics are hailed for their potential to supporting optimal digestive functioning. Datamonitor pinpointed certified health claims as a means of securing consumer trust in the science behind products. "Endorsement by perceived credible sources such as recognized health organizations will aid in curtailing consumer skepticism about information provided by food producers."