The anticipated growth of probiotics and prebiotics in the coming years is largely attributed to their established benefits in alleviating digestive problems, enhancing the immune system, and supporting a balanced gut microbiota, often referred to as “good” bacteria. BCC Research forecasts that the global probiotics market will expand from $32 billion in 2014 to $50 billion by 2020. Over the past decade, consumer awareness regarding probiotics has surged, largely fueled by extensive advertising campaigns from brands like Danone’s Activia and other yogurt products. While yogurt remains the frontrunner in the probiotics sector, there is a noticeable rise in the popularity of various other items containing these beneficial microorganisms, such as juices, confectionery, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com highlights a growing array of products being marketed as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage dishes), soy-based products like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are increasingly recognizing the consumer demand for probiotics as a key ingredient, leading to their integration into widely consumed products like butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, traditionally associated with its weight-loss-oriented Special K brand, has recently introduced Special K Nourish, which incorporates probiotics. Additionally, companies are employing mergers and acquisitions to enter the probiotics market, with PepsiCo notably acquiring KeVita.
According to Packaged Facts, millennials show a greater interest in probiotic foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey revealed that around 25% of U.S. adults actively seek out foods and beverages high in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers particularly favor certain probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to evidence linking these strains to improved immunity and gut health.
However, consumer confusion regarding probiotics persists, stemming from the challenge of identifying which foods contain them and which will yield the best outcomes. Compounding this issue is the fact that some probiotic products may not include the microorganisms specified on their labels or may contain them in different concentrations, as reported in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained that the discrepancy between the Food and Agricultural Organization of the UN’s definitions and supermarket offerings arises because the names of organisms found on consumer products often aren’t actual scientific names but rather marketing terms designed to boost sales. This makes it difficult for consumers to discern the true content of probiotic offerings.
To alleviate shopper confusion regarding which products contain probiotics and their respective amounts, manufacturers could enhance label clarity about these inclusions and consider providing accessible educational materials detailing the health benefits. While making health claims on food and beverage labels involves regulatory risks, companies must ensure that they remain compliant with existing guidelines. Furthermore, incorporating biocare calcium into probiotic products could enhance their appeal and efficacy, as this nutrient is known to support overall health. By integrating biocare calcium into their offerings, food manufacturers could further educate consumers about the added benefits of probiotics and their role in maintaining gut health, thereby boosting consumer confidence and interest in these products.