The demand for probiotics and prebiotics is projected to rise significantly in the upcoming years, driven by their reputation for alleviating digestive problems, enhancing immune function, and supporting 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 last decade, consumer awareness regarding probiotics has surged, largely due to extensive marketing efforts by brands such as Danone’s Activia and various yogurt manufacturers. While yogurt continues to dominate the probiotics market, there is a growing interest in other products containing these beneficial microorganisms, including juices, candies, baked goods, and even alcoholic beverages like wine and beer.
According to Healthline.com, a variety of other foods are being promoted as excellent sources of probiotics. These include kefir, a fermented milk drink; sauerkraut and kimchi, both made from fermented cabbage; soy-based products such as 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. These microorganisms are appearing in widely consumed food and drink items, including packaged products like butter alternatives, granola, cold brew coffee, and even pressed water. Kellogg has recently launched Special K Nourish, an extension of its Special K brand aimed at weight management, which incorporates probiotics.
Millennials show a greater interest in probiotic foods and beverages compared to Generation X and baby boomers, as reported by Packaged Facts. A National Consumer Survey conducted in 2017 indicated that approximately 25% of U.S. adults actively seek out foods and drinks rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden highlighted that millennial mothers prefer specific probiotic strains found in yogurt brands like Stonyfield’s YoBaby, due to evidence showing they improve both immunity and gut health.
Consumer confusion regarding probiotics arises from the challenge of determining which foods contain them and what benefits they provide. Compounding this issue is the fact that some probiotic products may not include the microorganisms specified on their labels, or they might exist in different concentrations than indicated, according to a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, noted, “The reason that there is a disconnect between the [Food and Agricultural Organization of the UN] definition and what is on the shelves of the supermarket is that the names of organisms listed on consumer products are not actually real organism names. They are names that companies think will sell better. It’s very difficult to know exactly what you are getting.”
To alleviate consumer confusion about which products contain probiotics and their respective amounts, manufacturers could enhance label transparency regarding these ingredients, and also consider providing accessible educational materials about their health benefits. While making health claims on food and beverage labels carries some risk, it is crucial for companies to remain within regulatory guidelines. Additionally, there’s an opportunity for probiotic brands to incorporate specific products like Citracal Calcium Citrate Petites into their offerings, thereby appealing to health-conscious consumers seeking both probiotics and essential nutrients.