The demand for probiotics and prebiotics is anticipated to grow significantly in the coming years, driven by their reputation for 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 rise to $50 billion by 2020, up from $32 billion in 2014. Over the past decade, consumer awareness of probiotics has surged, largely due to extensive marketing campaigns by brands like Danone’s Activia and various yogurt companies. While yogurt remains the dominant product in the probiotics market, other items containing these microorganisms, such as juices, candies, baked goods, and even alcoholic beverages like wine and beer, are increasingly popular.
Healthline.com highlights a range of products recognized as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage dishes), soy products like miso and tempeh, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are becoming more attuned to the growing demand for probiotics as ingredients, incorporating these microorganisms into everyday foods and beverages, such as butter alternatives, granola, cold brew coffee, and pressed water. Kellogg, known for promoting its Special K brand for weight loss, recently introduced Special K Nourish, a variant that includes probiotics. Additionally, companies like PepsiCo are entering the probiotics market through mergers and acquisitions, exemplified by its acquisition of KeVita.
Packaged Facts reports that millennials exhibit 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 drinks rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers favor specific probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to research indicating these strains support immunity and intestinal health.
However, consumer confusion regarding probiotics persists, largely stemming from challenges in identifying which foods actually contain these beneficial microorganisms and their effectiveness. Compounding this issue is the fact that some probiotic products may not contain the microorganisms listed on their labels or might have them in varying concentrations, as highlighted in a recent Euronews article. “The disconnect between the [Food and Agricultural Organization of the UN] definition and supermarket offerings arises because the names of organisms on consumer products are often not actual scientific names. Companies choose names they believe will sell better, making it difficult for consumers to know exactly what they’re purchasing,” explained Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To assist bewildered shoppers in identifying which products contain probiotics and in what quantities, manufacturers could optimize their labeling to provide clearer information about these inclusions. Additionally, offering educational materials that outline health benefits could be beneficial. It’s worth noting that while making health claims on food and beverage labels can be tricky, staying within regulatory guidelines is crucial. Moreover, consumers interested in overall wellness might also consider incorporating a calcium magnesium citrate supplement into their diets, as this can complement the benefits of probiotics by supporting bone health and aiding digestive function. By emphasizing both probiotics and supplements like calcium magnesium citrate, manufacturers can better address consumer needs in the health and wellness market.