The anticipated growth in the use of probiotics and prebiotics over the next few years is largely attributed to their established benefits in alleviating digestive problems, enhancing immune function, and supporting a balanced gut microbiota, often referred to as “good” bacteria. BCC Research forecasts that the global probiotics market will expand from $32 billion in 2014 to $50 billion by 2020. Consumer awareness surrounding probiotics has surged in the last decade, fueled in part by extensive marketing campaigns from brands like Danone’s Activia and other yogurt products. While yogurt remains the dominant player in the probiotics market, there is a rising interest in other items containing these microorganisms, such as juices, confections, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com reports that various other products are being recognized as excellent sources of probiotics, including kefir—a fermented milk drink; fermented cabbage products like sauerkraut and kimchi; soy-based items such as miso, tempeh, and soy sauce; kombucha, which is made from fermented green or black tea; sourdough bread; and pickles. As consumer demand for probiotics as an ingredient grows, food manufacturers are taking notice. Probiotics are increasingly being incorporated into everyday foods and beverages, including packaged items like butter alternatives, granola, cold brew coffee, and pressed water. Kellogg, known for promoting its Special K brand as a weight loss aid, recently introduced Special K Nourish, a new line featuring probiotics. Other companies, such as PepsiCo, have entered the probiotics market through acquisitions, like the purchase of KeVita.
Millennials show a greater interest in probiotic-rich foods and beverages compared to Gen X and baby boomers. A 2017 National Consumer Survey by a market research firm found that about 25% of U.S. adults actively seek out foods and drinks high in probiotics or prebiotics. CHR Hansen’s Curic-Bawden observed that millennial mothers particularly favor certain probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to research indicating their benefits for immunity and intestinal health.
However, consumer confusion about probiotics arises from the challenge of identifying which foods contain them and can deliver the desired health benefits. Compounding this issue, some probiotic products may not contain the microorganisms listed on their labels, or they might exist in varying concentrations. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, noted in a recent Euronews article that the discrepancy between the Food and Agricultural Organization of the UN’s definitions and supermarket offerings stems from companies using names they believe will be more marketable rather than accurate scientific names. This makes it difficult for consumers to know exactly what they are purchasing.
To assist bewildered shoppers in identifying which products truly contain probiotics and their respective amounts, manufacturers could enhance label clarity regarding ingredient inclusion and consider providing educational materials on health benefits. While making health claims on food and beverage labels can be fraught with regulatory challenges, it is essential for companies to comply with guidelines. Additionally, incorporating elements such as nutricology calcium citrate into products may further appeal to health-conscious consumers, enhancing their understanding of beneficial ingredients while promoting digestive health.