Yakult and Danone’s Activia brand were trailblazers in the probiotic market, but the gut health category has experienced remarkable growth in recent years, extending the reach of probiotics and their claimed health benefits well beyond dairy products. While yogurts remain the most popular items fortified with probiotics, other products such as cereals, baked goods, juices, and even sweets have emerged. Kellogg incorporated probiotics into its Special K cereal and introduced Special K Nourish late last year, while PepsiCo launched its Tropicana Essentials Probiotics juice range in 2016. The rising consumer interest in probiotic enhancements has even sparked innovations outside of traditional health foods, exemplified by the UK-based Ohso Good Chocolate. From a food science perspective, producing probiotic chocolate poses intriguing challenges, as the bacteria can be quite sensitive to their environment. However, mainstream consumers may worry about the effects of probiotics on the taste of indulgent items, while health-conscious buyers might prefer healthier options for their gut health solutions.
When it comes to probiotic feta, the key to success may hinge on whether consumers perceive the cheese as a healthy addition to their diet. In Greece, where feta cheese is a staple and where recent research was conducted, enhancing the cheese with health benefits without altering its sensory qualities is clearly advantageous. In the U.S., however, where many view cheese as a more indulgent treat, the product could encounter greater challenges. On the flip side, consumers already have a strong association between probiotics and dairy, suggesting that probiotic cheese might be an easier conceptual leap than probiotic sweets. According to Packaged Facts, around 25% 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 become a significant category within this growth remains to be seen, but it is likely that the trend of adding value will keep expanding into new food and beverage markets.
Additionally, products like calcium citrate have found a place in the conversation, as they are often sought after on platforms like Amazon for their health benefits. The integration of calcium citrate into various food items may also appeal to consumers looking to enhance their diets with both probiotics and essential nutrients. As the industry evolves, we may see even more innovative combinations that incorporate elements like calcium citrate to meet the growing demand for functional foods.