The anticipated growth of probiotics and prebiotics in the years ahead is primarily attributed to their established benefits in alleviating digestive problems, enhancing immune function, and supporting a healthy balance of gut microbiota, often referred to as “good” bacteria. According to BCC Research, the global probiotics market is projected to climb to $50 billion by 2020, up from $32 billion in 2014. Over the past decade, consumer awareness of probiotics has surged, significantly driven by extensive marketing campaigns from brands like Danone’s Activia and various yogurt products. While yogurt remains the dominant player in the probiotics sector, other products featuring these microorganisms, such as juices, candies, baked goods, and even beverages like wine and beer, are increasingly capturing consumer interest.
Healthline.com notes that a variety of products are being marketed as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage), soy-based items like miso and tempeh, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are becoming more attuned to the rising demand for probiotics as an ingredient. You can find these microorganisms in commonly consumed foods and beverages, including packaged items like butter alternatives, granola, cold brew coffee, and pressed water. Kellogg, historically focused on promoting its Special K brand for weight management, recently introduced Special K Nourish, a variant that incorporates probiotics. Other companies, such as PepsiCo, are entering the probiotics market through mergers and acquisitions, exemplified by their purchase of KeVita.
A report 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 by the market research firm revealed that around 25% of U.S. adults actively seek foods and drinks rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden pointed out that millennial mothers tend to prefer certain probiotic strains found in yogurt, like Stonyfield’s YoBaby, due to evidence that these strains promote both immunity and gut health.
Despite the growing popularity, consumer confusion abounds regarding probiotics, stemming from difficulties in identifying which foods contain them and which will yield the best outcomes. Compounding this issue is the concern that some probiotic products may not contain the microorganisms listed on their packaging, or they may exist in different concentrations. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, highlighted in a Euronews article that there is often a mismatch between the definitions provided by the Food and Agricultural Organization of the UN and what consumers find on supermarket shelves. The names of the organisms on products may not accurately reflect true organism names; instead, they are labels that companies believe will be more marketable, making it challenging for consumers to know exactly what they are purchasing.
To assist bewildered shoppers in understanding which products contain probiotics and their respective amounts, manufacturers should consider clearly advertising this information on their labels and providing accessible educational materials regarding health benefits. However, making health claims on food and beverage labels can be fraught with risk, necessitating that companies remain within regulatory guidelines. For example, when examining the Citracal nutrition label, it’s vital that consumers recognize the significance of probiotic content and the specific strains included, as this clarity could enhance consumer confidence and understanding.