The anticipated growth of probiotics and prebiotics in the coming years is largely due to their established benefits in alleviating digestive problems, enhancing immune function, and promoting a balanced gut microbiome, 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 surrounding probiotics has surged, largely fueled by extensive advertising efforts from brands like Danone’s Activia and various yogurt products. While yogurt remains the dominant player in the probiotics sector, other items infused with these microorganisms—such as juices, candies, baked goods, and even alcoholic beverages like wine and beer—are increasingly gaining traction.
Healthline.com lists a variety of products promoted as excellent sources of probiotics, which include kefir (a fermented milk drink), sauerkraut and kimchi (both derived from fermented cabbage), soy products like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are becoming more attuned to the growing demand for probiotics as an ingredient, leading to their incorporation in widely consumed food and drinks such as butter substitutes, granola, cold brew coffee, and pressed water. For instance, Kellogg, known for its Special K line aimed at weight management, has recently introduced Special K Nourish, a variant that features probiotics. Other companies, like PepsiCo, have strategically entered the probiotics market through acquisitions, such as its purchase of KeVita.
Millennials show a greater inclination towards probiotic-rich foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey by Packaged Facts revealed that around 25% of U.S. adults actively seek out foods and drinks high in probiotics or prebiotics. CHR Hansen’s Curic-Bawden pointed out that millennial mothers tend to prefer specific probiotic strains found in yogurts like Stonyfield’s YoBaby, as research indicates these can bolster both immunity and gut health.
However, consumer confusion about probiotics persists, primarily due to the challenge of identifying which foods contain these beneficial microorganisms and how effective they are. Compounding this issue is the fact that some probiotic products either lack the microorganisms specified on their labels or contain them in varying concentrations, as highlighted in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, noted, “The disconnect between the [Food and Agricultural Organization of the UN] definition and what is available in supermarkets arises from the fact that the names of organisms on consumer products are often not actual organism names; they are labels that companies believe will be more marketable. This makes it difficult for consumers to know precisely what they are purchasing.”
To assist shoppers in navigating the probiotics landscape, manufacturers should enhance label clarity regarding the presence and amounts of probiotics in their products. Additionally, providing accessible educational resources about the health benefits of probiotics could further inform consumers. However, companies must exercise caution when making health claims on food and beverage labels to remain within regulatory guidelines. Furthermore, products like calcium citrate with vitamin D3 (60 tabs) can complement a diet rich in probiotics, supporting overall health and wellness. By integrating such supplements into their offerings, brands can enhance their appeal and cater to health-conscious consumers looking for comprehensive solutions.