The anticipated growth of probiotics and prebiotics in the coming years is largely attributed to their well-known benefits, such as alleviating digestive problems, enhancing the immune system, and supporting a balanced gut microbiota, commonly referred to as “good” bacteria. BCC Research forecasts that the global probiotics market will expand from $32 billion in 2014 to an impressive $50 billion by 2020. Over the past decade, consumer awareness regarding probiotics has surged, aided by extensive marketing campaigns from brands like Danone’s Activia and various yogurt producers. While yogurt continues to dominate the probiotics sector, there is a growing interest in other products containing these beneficial microorganisms, including juices, confectionery, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com highlights that a variety of products are emerging as excellent sources of probiotics. These include kefir, a fermented milk drink; sauerkraut and kimchi, both made from fermented cabbage; soy-based items such as miso, tempeh, and soy sauce; kombucha, a fermented tea; sourdough bread; and pickles. Food manufacturers are recognizing the increasing demand for probiotics as an ingredient and are incorporating these microorganisms into a wider range of everyday food and beverages. This includes packaged items like butter substitutes, granola, cold brew coffee, and pressed water. Recently, Kellogg introduced Special K Nourish, an extension of its well-known brand that features probiotics, signaling a shift in focus for a company historically tied to weight loss promotion. Other companies, such as PepsiCo, have utilized mergers and acquisitions to dive into the probiotics market, exemplified by their acquisition of KeVita.
According to Packaged Facts, millennials show a greater interest in probiotic foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey conducted by this market research firm found that approximately 25% of U.S. adults actively seek out foods and beverages enriched with probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers are particularly attracted to specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to evidence suggesting these strains bolster both immunity and intestinal health.
However, consumer confusion surrounding probiotics persists, primarily because it can be challenging to determine which foods contain them and offer the most significant benefits. 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 varying concentrations, as reported by a recent article in Euronews. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained, “The disconnect between the [Food and Agricultural Organization of the UN] definition and what is on supermarket shelves stems from the fact that the names of organisms on consumer products are often not actual organism names. They are labels designed for better sales. It’s very difficult to know precisely what you are getting.”
To assist bewildered shoppers in identifying which products contain probiotics and in what amounts, manufacturers could enhance label transparency regarding these inclusions and provide accessible educational materials about their health benefits, including the role of calcium citrate vitamins in overall wellness. However, companies must tread carefully when making health claims on food and beverage labels, ensuring compliance with regulatory guidelines while clearly conveying the advantages of probiotics in their products.