The demand for probiotics and prebiotics is anticipated to rise significantly in the upcoming years, driven by their established benefits in alleviating digestive problems, enhancing immune function, and supporting a balanced gut microbiota, often referred to as “good” bacteria. According to BCC Research, the global probiotics market is projected to expand to $50 billion by 2020, up from $32 billion in 2014. Over the past decade, consumer awareness regarding probiotics has surged, largely due to extensive advertising campaigns from brands like Danone’s Activia and various yogurt companies. While yogurt remains the dominant player in the probiotics sector, alternative products such as juices, confections, baked goods, and even alcoholic beverages like wine and beer are increasingly popular.
Healthline.com highlights that several other foods are emerging as beneficial sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (both made from fermented cabbage), soy-based products like miso, tempeh, and soy sauce, as well as kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are increasingly recognizing the growing demand for probiotics as ingredients. These microorganisms are making their way into everyday food and beverages, including items like butter substitutes, granola, cold brew coffee, and pressed juices. Kellogg, known for promoting its Special K brand for weight management, recently introduced Special K Nourish, a new line that features probiotics. Other companies, such as PepsiCo, have engaged in mergers and acquisitions to enter the probiotics market, with the acquisition of KeVita being a notable example.
According to Packaged Facts, millennials show a greater interest in probiotic foods and beverages compared to Generation X and baby boomers. A National Consumer Survey conducted in 2017 indicated that around 25% of U.S. adults actively seek out foods and beverages rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers are particularly fond of specific probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to research demonstrating their benefits for immunity and intestinal health.
However, consumer confusion regarding probiotics persists, primarily due to the challenges in identifying which foods contain them and which will yield the best results. A recent article from Euronews points out that some probiotic products may not contain the microorganisms listed on their labels, or they may be present in varying concentrations. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained, “The disconnect between the Food and Agricultural Organization of the UN definition and what is on supermarket shelves stems from the fact that the names of organisms on consumer products may not represent actual organism names. Companies often use names they believe will sell better, making it difficult for consumers to know exactly what they are purchasing.”
To aid confused shoppers in understanding which products contain probiotics and in what quantities, manufacturers should clearly advertise this information on their labels and consider providing accessible educational resources about the health benefits. Although making health claims on food and beverage labels can be risky, staying within regulatory guidelines is crucial for companies.
In the context of dietary supplements, discussions around calcium citrate vs calcium lactate may arise, as both forms can be beneficial, but they serve different purposes and may appeal to varying consumer needs. It would be beneficial for manufacturers to clarify these distinctions alongside probiotic information, ensuring that consumers have a comprehensive understanding of their choices.