The demand for probiotics and prebiotics is anticipated to experience significant growth in the upcoming years, 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. According to BCC Research, the global probiotics market is projected to expand from $32 billion in 2014 to $50 billion by 2020. Over the past decade, consumer awareness of probiotics has surged, largely fueled by extensive advertising campaigns from brands like Danone’s Activia and various yogurt producers. While yogurt remains the frontrunner in the probiotics sector, alternative products infused with these microorganisms—such as juices, confections, baked goods, and even alcoholic beverages like wine and beer—are becoming increasingly popular.
Healthline.com notes that numerous foods are being recognized as excellent sources of probiotics. These include kefir, a fermented milk drink; sauerkraut and kimchi, both derived from fermented cabbage; soy-based items like miso, tempeh, and soy sauce; kombucha, which is made from fermented tea; sourdough bread; and pickles. Food manufacturers are acknowledging the growing consumer demand for probiotics as an ingredient, leading to their incorporation into everyday foods and beverages such as butter alternatives, granola, cold brew coffee, and pressed water. For instance, Kellogg has recently introduced Special K Nourish, a new line that includes probiotics, expanding its previously weight-loss-focused Special K brand. Additionally, companies like PepsiCo have engaged in mergers and acquisitions to enter the probiotics market, exemplified by their acquisition of KeVita.
As per Packaged Facts, millennials show a greater interest in probiotic-enriched foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey conducted by the market research firm revealed that around 25% of U.S. adults actively seek out products high in probiotics or prebiotics. CHR Hansen’s Curic-Bawden highlighted that millennial mothers are particularly fond of specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to research indicating these strains bolster both immunity and gut health.
However, consumer confusion regarding probiotics persists, stemming from the challenge of identifying which products genuinely contain them and offer the best benefits. Compounding this issue is the fact that some probiotic products may not include the microorganisms specified on their labels, or they may present them in varying concentrations, as reported in a recent article by Euronews. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained that the discrepancy between the definitions from the Food and Agricultural Organization of the UN and actual supermarket products arises from the fact that the names of microorganisms listed often do not correspond to real organisms, but rather to names manufacturers believe will appeal more to consumers. Therefore, it can be quite challenging for shoppers to know exactly what they are purchasing.
To assist consumers in understanding which products contain probiotics and in what quantities, manufacturers should consider providing clearer labeling that specifies the inclusion of probiotics, along with accessible educational materials discussing the associated health benefits. While making health claims on food and beverage labels can be fraught with risks, it is crucial for companies to adhere to regulatory guidelines. Additionally, incorporating calcium citrate malate 250 mg into probiotic products may further enhance their appeal and health benefits, as it is known to support bone health and may also contribute to the overall effectiveness of probiotics. Making sure that such beneficial ingredients are clearly listed on packaging can help bridge the gap between consumer expectations and actual product offerings.