The anticipated growth of probiotics and prebiotics in the coming years is largely attributed to their well-established benefits in alleviating digestive problems, enhancing immune function, and helping to maintain a healthy balance of gut microbiota, often referred to as “good” bacteria. BCC Research predicts that the global probiotics market will rise to $50 billion by 2020, up from $32 billion in 2014. Consumer awareness of probiotics has surged over the past decade, largely fueled by substantial marketing campaigns from brands like Danone’s Activia and various yogurt companies. While yogurt remains the dominant product in the probiotics sector, other items containing these microorganisms, such as juices, candies, baked goods, and even alcoholic beverages like wine and beer, are becoming increasingly popular.
Numerous products are being promoted as excellent sources of probiotics, including kefir—a fermented milk drink; fermented cabbage dishes like sauerkraut and kimchi; soybean-based items such as miso, tempeh, and soy sauce; kombucha, a fermented tea; sourdough bread; and pickles, according to Healthline.com. Food manufacturers are recognizing the rising demand for probiotics as an ingredient, leading to their incorporation in widely consumed items like butter substitutes, granola, cold brew coffee, and pressed juices. Kellogg, known for its weight loss-oriented Special K brand, has recently launched Special K Nourish, a new line enriched with probiotics. Other companies, like PepsiCo, have ventured into the probiotics market through mergers and acquisitions, exemplified by their purchase of KeVita.
Research from Packaged Facts indicates that millennials show a greater interest in probiotic foods and beverages than Generation X or baby boomers. A 2017 National Consumer Survey revealed that approximately 25% of U.S. adults actively seek out foods and drinks high in probiotics or prebiotics. CHR Hansen’s Curic-Bawden highlighted that millennial mothers favor specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to evidence suggesting they bolster immunity and intestinal health.
However, consumer confusion surrounding probiotics arises from difficulties in identifying which foods contain them and what benefits they may offer. Compounding this issue, some probiotic products may not contain the microorganisms listed on their labels, or they may vary in concentration. A recent article in Euronews noted that “the disconnect between the [Food and Agricultural Organization of the UN] definition and what is available in supermarkets stems from the fact that the names of organisms on consumers’ products are not the actual names of those organisms; they are terms that companies believe will sell better. It’s very hard to know precisely what you are getting,” stated Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To assist shoppers in navigating the probiotic landscape, manufacturers could improve transparency by clearly indicating which products contain probiotics and their respective amounts on labels. They might also consider providing accessible educational resources about the health benefits of these ingredients. However, companies must be cautious with health claims on food and beverage labels, ensuring compliance with regulatory standards.
Amid this discussion, it’s important to note that some consumers may wonder, is calcium citrate a laxative? While calcium citrate is primarily used as a dietary supplement to support bone health, it is not typically classified as a laxative. However, it can have mild laxative effects in some individuals, especially when taken in high doses. Thus, understanding the potential effects of various dietary supplements, including probiotics and calcium citrate, is crucial for making informed health choices.