The anticipated growth of probiotics and prebiotics usage in the upcoming years is largely attributed to their established benefits in alleviating digestive problems, enhancing the immune system, and aiding in 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 surrounding probiotics has surged, partly due to extensive advertising campaigns by brands like Danone’s Activia and other yogurt products. While yogurt continues to dominate the probiotics market, there is a rising interest in other probiotic-infused products such as juices, confectionery, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com highlights a variety of products being promoted as beneficial sources of probiotics, including kefir, a fermented milk drink; sauerkraut and kimchi, both made from fermented cabbage; soy-based products like miso, tempeh, and soy sauce; kombucha, which is brewed from fermented green or black tea; sourdough bread; and pickles. Food manufacturers are increasingly recognizing the demand for probiotics as an ingredient. These microorganisms are now appearing in everyday food and beverage items, including packaged goods like butter substitutes, granola, cold brew coffee, and pressed water. For instance, Kellogg, traditionally known for its Special K brand aimed at weight loss, has introduced Special K Nourish, a line that includes probiotics. Similarly, food companies are pursuing mergers and acquisitions to enter the probiotics market, with PepsiCo acquiring KeVita.
According to Packaged Facts, millennials show a greater interest in probiotic foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey by the market research firm indicated that around 25% of U.S. adults actively seek out foods and beverages rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden remarked that millennial mothers are particularly drawn to specific probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to research demonstrating their benefits for immunity and gut health.
However, consumer confusion regarding probiotics persists, stemming from the challenge of identifying which foods are beneficial and effective. A recent Euronews article noted that some probiotic products may not contain the microorganisms listed on their labels, or they may be present in different concentrations. 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 supermarket shelves is that the names of organisms on consumer products are often not the actual names of the organisms. They are names that companies believe will drive sales. It’s very difficult to know exactly what you are getting.”
To assist shoppers in understanding which products contain probiotics and in what amounts, manufacturers could improve label transparency regarding these inclusions and consider providing accessible educational materials about their health benefits. However, making health claims on food and beverage labels can be precarious, so companies must ensure they remain compliant with regulatory standards.
In addition, individuals seeking to enhance their health may wonder, “how much calcium citrate should I take daily?” This question highlights the importance of understanding nutritional needs, especially in conjunction with the consumption of probiotics and prebiotics for overall wellness. As the market for these beneficial ingredients continues to grow, consumers will likely seek out more information on how to integrate them effectively into their diets, including the recommended daily intake of various supplements.