The anticipated growth of probiotics and prebiotics is expected to be substantial in the coming years, primarily due to their well-established benefits in alleviating digestive problems, enhancing immune function, and aiding in the maintenance of a balanced gut microbiome, often referred to as “good” bacteria. BCC Research forecasts that the global probiotics market will soar to $50 billion by 2020, up from $32 billion in 2014. Over the last decade, consumer awareness of probiotics has surged, largely driven by extensive marketing campaigns from brands like Danone’s Activia and other yogurt products. While yogurt continues to dominate the probiotics market, there is a growing interest in other probiotic-infused products such as juices, sweets, baked goods, and even alcoholic beverages like wine and beer.
Numerous other foods are being promoted as beneficial sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage dishes), soy products like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles, as reported by Healthline.com. Food manufacturers are increasingly recognizing the rising demand for probiotics as an ingredient, with these microorganisms now appearing in everyday food and beverage items, including packaged goods like butter substitutes, granola, cold brew coffee, and pressed water. For instance, Kellogg, known for promoting its Special K brand for weight loss, recently introduced Special K Nourish, which incorporates probiotics. Other companies, such as PepsiCo, have employed mergers and acquisitions to enter the probiotics market, exemplified by their acquisition of KeVita.
Research from Packaged Facts indicates that millennials show a greater interest in probiotic foods and beverages compared to Gen X and baby boomers. A 2017 National Consumer Survey found that about 25% of U.S. adults actively seek out foods and drinks rich in probiotics or prebiotics. According to CHR Hansen’s Curic-Bawden, millennial mothers particularly favor specific probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to evidence suggesting these strains can enhance both immunity and gut health.
However, consumer confusion about probiotics persists, largely due to the challenge of identifying which foods contain effective strains and what results they may provide. Compounding this issue, some probiotic products may not contain the microorganisms listed on their labels or may feature them in varying concentrations, as noted in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained, “The reason that there is a disconnect between the [Food and Agricultural Organization of the UN] definition and what is on supermarket shelves is that the names of organisms listed on consumers’ products are not actual organism names. They are names that companies believe will sell better. It’s very difficult to know exactly what you are getting.”
To assist perplexed consumers in determining which products contain probiotics and in what amounts, manufacturers should consider providing clearer information on their labels regarding these inclusions and could benefit from including accessible educational materials about the health benefits. While making health claims on food and beverage labels can be fraught with risk, it is crucial for companies to remain compliant with regulatory guidelines. Additionally, for those seeking specific probiotic supplements, options like ca citrate 400 mg in Pakistan are becoming more accessible, reflecting the growing market for targeted probiotic solutions. As this trend continues, consumers can expect to see an increasing variety of products fortified with probiotics, including those featuring ca citrate 400 mg in Pakistan, contributing to a more informed and health-conscious public.