The demand for probiotics and prebiotics is anticipated to experience substantial growth in the upcoming years due to their well-established benefits in alleviating digestive problems, enhancing the immune system, and supporting a balanced gut microbiome, often referred to as “good” bacteria. According to BCC Research, the global probiotics market is projected to escalate to $50 billion by 2020, up from $32 billion in 2014. Over the last decade, consumer awareness of probiotics has risen significantly, largely fueled by extensive marketing campaigns from brands like Danone’s Activia and various yogurt products. While yogurt continues to dominate the probiotics market, other products containing these microorganisms—such as juices, candies, baked goods, and even alcoholic beverages like wine and beer—are increasingly popular.
Healthline.com highlights a variety of products promoted as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (both made from fermented cabbage), soy-based items like miso, tempeh, and soy sauce, as well as kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are becoming more attuned to the rising demand for probiotics as an ingredient. These microorganisms are now found in widely consumed foods and beverages, including packaged items like butter substitutes, granola, cold brew coffee, and pressed water. For example, Kellogg, which has historically marketed its Special K brand for weight loss, recently introduced Special K Nourish, a new line that incorporates probiotics. Other companies have adopted mergers and acquisitions to enter the probiotics market, such as PepsiCo’s acquisition of KeVita.
Research from Packaged Facts indicates that millennials are more inclined toward probiotic foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey found that approximately 25% of U.S. adults actively seek foods and drinks rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers often prefer specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, as studies suggest these enhance both immune and intestinal health.
However, consumer confusion surrounding probiotics persists due to the challenge of identifying which foods contain them and which will yield the best outcomes. A recent article in Euronews pointed out that some probiotic products may not contain the microorganisms advertised on their labels, or they might be present in different concentrations. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained, “The reason for the disconnect between the [Food and Agricultural Organization of the UN] definition and what is on supermarket shelves is that the names of organisms listed on consumer products are not actual organism names. They are names that companies believe will sell better. It’s very challenging to know exactly what you are getting.”
To assist confused consumers in identifying which products contain probiotics and their respective amounts, manufacturers could enhance the clarity of this information on their labels and consider providing accessible educational materials about their health benefits. However, companies must tread carefully when making health claims on food and beverage labels to ensure they remain compliant with regulations. Additionally, products like calcium citrate tablets USP could also be highlighted for their complementary benefits, further educating consumers on the importance of digestive health and immunity. Overall, clearer communication regarding probiotics and their benefits, as well as the inclusion of supportive ingredients like calcium citrate tablets USP, could empower consumers to make informed choices.