Probiotics have emerged as one of the most sought-after functional ingredients in today’s food and beverage industry. Various strains of beneficial bacteria have been proven to enhance digestive health, strengthen immunity, and improve organ function, leading to a significant expansion of the probiotics market. According to BCC Research, the global probiotics market is projected to reach $50 billion by 2020. For years, different probiotics have been incorporated into a wide range of food and drink products, offering consumers additional health benefits without altering taste or texture. A standout strain, GanedenBC30, has pioneered this functional ingredient space. Developed in 1997, this spore-forming bacterium is stable and effective in numerous food and beverage applications, found in items as diverse as baking mixes and protein powders.
Recently, Food Dive visited Ganeden’s headquarters in Mayfield Heights, Ohio, where President and CEO Michael Bush—who also leads the International Probiotics Association—shared insights on the science, strategies, and future of probiotics and GanedenBC30. Below is a lightly edited transcript of our discussion.
Food Dive: How has the probiotics industry evolved over the past few years?
Bush: It’s been incredibly busy. Product launches have significantly increased, with over 200 SKUs hitting the market this year alone. Ganeden has been doubling in size every few years, reflected in our SKU counts as well. Currently, we have 800 products in more than 60 countries, with many successful launches. The products resonate well with consumers; it’s exciting to see BC30 branding in almost every grocery aisle. In contrast to previous years when we’d only find one bar on a shelf, the growth has been fantastic. The industry continues to expand at over eight percent annually, with no signs of slowing down.
Food Dive: When did the perception of probiotics start to shift?
Bush: I would say 2011 and 2012 marked the turning point. Consumers began exploring options beyond yogurt and supplements, embracing non-yogurt, non-supplement products. This has created a new market segment worth $1 to $2 billion, which continues to gain traction with consumers.
Food Dive: GanedenBC30 must have played a significant role in this change.
Bush: Absolutely. We essentially created this market. We were pioneers in incorporating probiotics into baking mixes, probiotic waters, juices, and protein powders—so many firsts that it’s hard to list them all. The company’s founder discovered this family of bacteria through selective isolation techniques, identifying strains with specific temperature tolerances and metabolic functions. BC30 was chosen for its ability to thrive below human body temperature, along with its stability and associated immune and digestive benefits.
Food Dive: What led to its success in food applications?
Bush: Our focused approach made a difference. We started the ingredient business at Ganeden in 2006 and invested over a year in regulatory work to achieve FDA GRAS (Generally Recognized as Safe) status. Subsequently, we ramped up our clinical research, with 27 published, peer-reviewed studies now available. It’s a time-consuming process, but our dedication is evident. We’re committed to ongoing clinical research to support claims and discover new benefits for consumers.
Food Dive: What functional benefits do probiotics and GanedenBC30 offer?
Bush: The benefits are strain-specific. We can support claims related to “probiotic” and “immune support” at a dosage of 500 million CFU (colony-forming units) per day. At one billion CFU per day, we can also support “digestive health” and “protein utilization” claims. BC30’s spore form allows it to survive gastric acidity and enhance shelf life more effectively than vegetative cells.
Food Dive: Are there any recent developments regarding BC30’s efficacy?
Bush: Yes, we always have new findings. Our latest study, which involves the cell wall of BC30, has yielded promising clinical data. However, we cannot disclose specifics until the results are published. We have exciting developments on the horizon, so stay tuned for updates.
Food Dive: What is involved in developing a successful probiotic strain?
Bush: The process includes extensive screening of known probiotic strains, which are stored in repositories like the ATCC (American Type Culture Collection). The initial focus is on safety; if a strain doesn’t meet safety standards, it cannot progress to effectiveness testing. We then determine the claims we want to support and conduct clinical trials. The International Probiotics Association and the Council for Responsible Nutrition have established guidelines for probiotic labeling, emphasizing strain specificity to ensure consumers know precisely what they are getting.
Food Dive: What unique challenges do probiotics face?
Bush: The primary challenges relate to formulation. For traditional strains like lactobacillus or bifidobacteria, formulating them into food products requires careful consideration to maintain viability throughout shelf life and consumption. BC30 has advantages that help us navigate these challenges, although we still face limitations with certain product types, like shelf-stable beverages.
Food Dive: How do partnerships work when companies want to include BC30 in their products?
Bush: It varies by company structure. Generally, we provide samples, and their R&D teams formulate the product. They then send it to us for viability testing. We assess survival rates and collaborate on optimizing processes to ensure the desired inclusion levels, particularly for health claims related to digestive health. It’s a straightforward process with quick turnaround times.
Food Dive: What are some surprising products that now include probiotics?
Bush: The beverage sector has fully embraced probiotics, and we’ve seen them in unexpected items like microwave muffins and trail mixes. It’s fascinating to explore how probiotics can enhance healthier products without compromising quality.
Food Dive: Are there products designed for specific demographics?
Bush: Yes, we have products tailored for children, athletes, seniors, and individuals with food allergies. Clients often approach us with targeted concepts for specific populations, and we enjoy collaborating on these unique projects.
Food Dive: Where do you see the probiotic market heading?
Bush: We anticipate a shift toward more condition-specific probiotics as research on the microbiome progresses. Products tailored for heart or kidney health are already emerging, and as we delve deeper into the gut-brain axis, we may see probiotics supporting mood and stress management.
Food Dive: Are there resilient strains geared toward specific health benefits?
Bush: Yes, certain strains have demonstrated efficacy in areas like heart health and cholesterol management. However, many of these strains are less resilient than BC30, often sold in supplement form where environmental control is easier.
Food Dive: Will the prevalence of probiotics continue to grow?
Bush: We believe so. The International Probiotics Association has reported over 1,500 studies published in recent years, demonstrating significant evidence for probiotics’ effectiveness. Despite some skepticism, the amount of clinical research being conducted is substantial, and we foresee ongoing growth in the market.
Food Dive: What advancements do you foresee for probiotics?
Bush: The future will likely be shaped by increasing knowledge of the microbiome. Similar to the human genome’s impact on personalized medicine, we expect personalized nutrition to emerge from microbiome research. Articles are already highlighting how dietary choices influence microbiome composition, paving the way for strain-specific data and targeted health claims in probiotics.
In conclusion, as the probiotics market continues to expand, ingredients such as calcium citrate and D3 are becoming increasingly integrated into products alongside probiotics, offering consumers even more health benefits. With ongoing research and innovative product development, the future of probiotics looks promising, paving the way for personalized nutrition solutions that cater to individual health needs.