The anticipated growth of probiotics and prebiotics is significant in the upcoming years, primarily due to their established benefits in alleviating digestive problems, enhancing immune function, and supporting a balanced gut microbiome, often referred to as “good” bacteria. According to BCC Research, the global probiotics market is projected to increase from $32 billion in 2014 to $50 billion by 2020. Over the last decade, consumer awareness of probiotics has surged, largely driven by extensive advertising campaigns from brands like Danone’s Activia and other yogurt producers. While yogurt continues to dominate the probiotics market, there is a rising interest in other products containing these microorganisms, such as juices, candies, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com reports that various other items are also being promoted as beneficial sources of probiotics. These include kefir, a fermented milk drink; sauerkraut and kimchi, both derived from fermented cabbage; soy products like miso, tempeh, and soy sauce; kombucha, a fermented tea; sourdough bread; and pickles. Food manufacturers are increasingly recognizing the demand for probiotics as an ingredient, leading to their incorporation into widely consumed food and beverages, including packaged products like butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, known for its Special K brand aimed at weight loss, recently introduced Special K Nourish, a variant that includes probiotics. Other companies are also pursuing mergers and acquisitions to enter the probiotics market, such as PepsiCo’s acquisition of KeVita.
Research 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 conducted by the market research firm revealed that about 25% of U.S. adults actively seek out foods and drinks rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers particularly favor specific probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to research indicating benefits for both immunity and gut health.
Consumer confusion surrounding probiotics arises from the challenge of identifying which foods contain them and which will yield the best results. Compounding this issue is the fact that some probiotic products may not contain the microorganisms stated on the label, or they might be present in different concentrations, as highlighted in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained, “The reason for the disconnect between the [Food and Agricultural Organization of the UN] definition and what is on supermarket shelves is that the names of organisms listed on consumer products aren’t actually real organism names; they are names that companies believe will sell better. It’s very difficult to know exactly what you are getting.”
To assist perplexed consumers in determining which products contain probiotics and in what quantities, manufacturers might consider more transparent labeling regarding the inclusion of probiotics and could provide accessible educational materials outlining the health benefits. While making health claims on food and beverage labels can be precarious, it is crucial for companies to operate within regulatory guidelines. Additionally, supplementing diets with ferrous calcium citrate and folic acid tablets can further support overall health, including digestive wellness, when integrated with a diet rich in probiotics.