The utilization of probiotics and prebiotics is anticipated to experience substantial growth in the upcoming years, primarily due to their established benefits in alleviating digestive problems, enhancing the immune system, and supporting the maintenance of 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. Over the past decade, consumer awareness regarding probiotics has surged, fueled in part by extensive advertising campaigns from brands like Danone’s Activia and other yogurt products. While yogurt continues to dominate the probiotics sector, there is a rising interest in various other products containing these microorganisms, such as juices, sweets, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com reports that numerous other food items are being promoted as excellent sources of probiotics, including kefir—a fermented milk drink; fermented cabbage products like sauerkraut and kimchi; soy-based foods such as miso, tempeh, and soy sauce; kombucha, which is a fermented tea; sourdough bread; and pickles. Food manufacturers are becoming increasingly cognizant of the growing demand for probiotics as ingredients. These microorganisms are now being incorporated into everyday food and beverage items, such as packaged products like butter substitutes, granola, cold brew coffee, and even calcium citrate juice. Kellogg, traditionally known for its Special K brand aimed at weight loss, recently unveiled Special K Nourish, an extension of the popular line that includes probiotics. Other companies have also ventured into the probiotics market through mergers and acquisitions, exemplified by PepsiCo’s acquisition of KeVita.
According to Packaged Facts, millennials show a greater interest in probiotic foods and beverages compared to Gen X and baby boomers. A 2017 National Consumer Survey conducted by the market research firm revealed that approximately 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 are particularly fond of specific probiotic strains found in yogurts like Stonyfield’s YoBaby, as studies indicate these strains bolster both immunity and gut health.
Consumer confusion surrounding probiotics arises from the challenge of identifying which foods actually contain them and which will yield the best outcomes. Compounding the issue, some probiotic products may not contain the microorganisms stated on their labels, or they might be present in differing concentrations, as highlighted in a recent Euronews article. “The disconnect between the [Food and Agricultural Organization of the UN] definition and what’s available in supermarkets stems from the fact that the names of organisms on consumer products are not always accurate. Companies often choose names they believe will be more marketable. It can be quite challenging to know exactly what you are purchasing,” explained Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To assist consumers in navigating the complexities of which products contain probiotics and in what quantities, manufacturers could improve label transparency regarding these inclusions and consider providing accessible educational materials on the associated health benefits. While making health claims on food and beverage labels can be fraught with regulatory challenges, it remains essential for companies to adhere to established guidelines. By doing so, they can better inform consumers about valuable probiotic options, including innovative products like calcium citrate juice.