The anticipated growth of probiotics and prebiotics in the coming years is attributed to their established benefits in alleviating digestive problems, enhancing the immune system, and supporting a balanced gut microbiome. BCC Research forecasts that the global probiotics market will rise from $32 billion in 2014 to $50 billion by 2020. Over the past decade, consumer awareness regarding probiotics has surged, largely due to extensive marketing campaigns from brands like Danone’s Activia and various yogurt producers. While yogurt remains the dominant player in the probiotics sector, other products containing these beneficial microorganisms, such as juices, candies, baked goods, and even wine and beer, are increasingly popular.
According to Healthline.com, many foods are being promoted as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage), soy products like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are becoming more aware of the growing demand for probiotics as an ingredient. These microorganisms are now being incorporated into widely consumed foods and beverages, including items like butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, traditionally known for its Special K brand aimed at weight loss, recently introduced Special K Nourish, a new product line that includes probiotics. Additionally, companies such as PepsiCo have utilized mergers and acquisitions to enter the probiotics market, exemplified by their acquisition of KeVita.
Research by Packaged Facts indicates that millennials show a greater interest in probiotic foods and beverages compared to Gen X and baby boomers. A National Consumer Survey conducted in 2017 found that approximately 25% of U.S. adults actively seek foods and drinks high in probiotics or prebiotics. CHR Hansen’s Curic-Bawden highlighted that millennial mothers prefer specific probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to evidence suggesting these strains boost immunity and gut health.
However, consumer confusion surrounding probiotics persists, primarily due to challenges in identifying which foods actually contain them and which will yield the best results. Complicating matters, some probiotic products may not contain the microorganisms listed on their labels, or they may feature different concentrations than advertised, as noted in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained, “The discrepancy between the [Food and Agricultural Organization of the UN] definition and supermarket offerings stems from the fact that the names of organisms on consumer products are not always accurate. Companies often use names they believe will sell better, making it hard for consumers to know exactly what they are getting.”
To better inform confused shoppers about which products contain probiotics and in what quantities, manufacturers could enhance label clarity regarding these ingredients and provide accessible educational materials detailing their health benefits. While making health claims on food and beverage labels can be precarious, companies must ensure they adhere to regulatory guidelines.
Furthermore, some probiotics may also be combined with beneficial ingredients like calcium citrate 100 mg, which supports bone health and adds to the overall nutritional value of the product. As the market evolves, the inclusion of calcium citrate 100 mg alongside probiotics may become a common practice, further promoting the health benefits of these functional foods. It is crucial for manufacturers to communicate these combinations clearly to help consumers make informed choices. In summary, as awareness and demand for probiotics rise, the industry must navigate consumer confusion while ensuring transparency about the ingredients, including those like calcium citrate 100 mg, that enhance health outcomes.