The demand for probiotics and prebiotics is anticipated to grow substantially in the coming years, driven by their established benefits in alleviating digestive problems, enhancing immune function, and supporting a balanced gut microbiota, often referred to as “good” bacteria. According to BCC Research, the global probiotics market is projected to reach $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 from brands like Danone’s Activia and various yogurt companies. While yogurt remains the dominant product in the probiotics market, there is a rising interest in other items containing these beneficial microorganisms, such as juices, sweets, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com reports that several other products are being promoted for their probiotic content, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage dishes), soy products like miso, tempeh, and soy sauce, as well as kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are increasingly recognizing the demand for probiotics as an ingredient. These microorganisms are now being incorporated into widely consumed foods and beverages, including packaged items like butter alternatives, granola, cold brew coffee, and pressed water. Kellogg, known for promoting its Special K brand for weight loss, recently launched Special K Nourish, a new line that features probiotics. Other food companies, such as PepsiCo, have entered the probiotics market through mergers and acquisitions, exemplified by their purchase of KeVita.
Packaged Facts indicates that millennials show a greater interest in probiotic foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey by a market research firm revealed that approximately 25% of U.S. adults actively seek foods and drinks with high levels of probiotics or prebiotics. CHR Hansen’s Curic-Bawden highlighted that millennial mothers are particularly drawn to certain probiotic strains found in yogurt, like Stonyfield’s YoBaby, due to research demonstrating their positive effects on immunity and intestinal health.
However, consumer confusion regarding probiotics persists, largely due to the challenges in identifying which foods contain them and how effective they are. Compounding this issue is the fact that some probiotic products may not contain the microorganisms listed on their labels, or they may be present in different concentrations. As noted by Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, the discrepancy between the Food and Agricultural Organization of the UN’s definitions and supermarket offerings arises because the names of organisms on products are often chosen for marketing appeal rather than scientific accuracy, making it difficult for consumers to ascertain what they are actually purchasing.
To assist bewildered shoppers in understanding which products contain probiotics and their respective amounts, manufacturers could enhance label information and provide accessible educational materials on the health benefits of these ingredients. It is also vital for companies to navigate health claims on food and beverage labels carefully to remain compliant with regulations. Additionally, incorporating ingredients like calcium and citrate into probiotic products could further enhance their appeal and nutritional profile, making them a more attractive choice for health-conscious consumers.