Yakult and Danone’s Activia brand were trailblazers in the probiotic sector; however, the gut health category has recently thrived, extending the reach of probiotics and their claimed health benefits well beyond traditional dairy products. While yogurt remains the most popular probiotic-enhanced item, other products now include cereals, baked goods, juices, and even sweets. For instance, Kellogg infused probiotics into its Special K cereal and introduced Special K Nourish late last year, while PepsiCo unveiled its Tropicana Essentials Probiotics juice line in 2016.
The rising consumer demand for probiotic enhancements has sparked innovations beyond health foods, exemplified by the UK-based Ohso Good Chocolate. From a food science perspective, developing probiotic chocolate is intriguing, given that the bacteria can be sensitive to their surroundings. However, mainstream consumers may worry about how probiotics could alter the taste of indulgent products, whereas health-conscious shoppers might prefer a healthier option for their gut health solutions.
As for probiotic feta, its success could hinge on whether consumers perceive the cheese as a nutritious component of their diet. In Greece, where feta is almost universally consumed and where this recent research took place, incorporating health benefits into the cheese without compromising its sensory qualities presents a clear win-win scenario. Conversely, in the U.S., where many view cheese as a more indulgent item, this product may face greater challenges. On the flip side, consumers already have a strong association between probiotics and dairy, which suggests that probiotic cheese may represent a smaller conceptual leap compared to probiotic sweets.
According to Packaged Facts, approximately a quarter of U.S. adults actively seek foods and beverages rich in probiotics or prebiotics, and their popularity continues to rise. A recent report from BCC Research anticipates that the probiotics market will hit $50 billion by 2020. Whether probiotic cheeses will emerge as a significant category within this growth remains uncertain, but it is likely that the value-added trend will continue to expand into new food and beverage sectors, including items fortified with calcium citrate, magnesium, and zinc, such as Kirkland products.
As the market progresses, we may see probiotics integrated into a wider variety of foods, enhancing their appeal and nutritional profile, while also addressing consumer preferences for health-oriented products.