The market for probiotics and prebiotics is anticipated to experience substantial growth in the next few years, driven by their well-known benefits in alleviating digestive issues, enhancing immune function, and maintaining 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, largely due to significant advertising campaigns from brands like Danone’s Activia and various yogurt products. While yogurt remains the dominant category in the probiotics market, other items featuring these beneficial microorganisms, such as juices, candies, baked goods, and even alcoholic beverages like wine and beer, are increasingly popular.
Healthline.com highlights a variety of products promoted as excellent sources of probiotics. These include kefir, a fermented milk drink; sauerkraut and kimchi, both made from fermented cabbage; soy products like miso, tempeh, and soy sauce; kombucha, a fermented tea; sourdough bread; and pickles. Food producers are becoming more attuned to the rising demand for probiotics as ingredients. These microorganisms are now appearing in widely consumed foods and beverages, including packaged items like butter substitutes, granola, cold brew coffee, and even bariatric calcium chews. Recently, Kellogg announced a new product line, Special K Nourish, which incorporates probiotics alongside the classic weight loss-focused Special K brand. Other companies, like PepsiCo, have adopted mergers and acquisitions to enter the probiotics market, exemplified by their purchase 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 revealed that around 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 often prefer specific probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to research indicating these strains can bolster immunity and promote intestinal health.
Consumer confusion surrounding probiotics stems from the challenge of identifying which foods contain these beneficial microorganisms and which ones will provide the best results. Compounding this issue is the fact that some probiotic products may not contain the microorganisms listed on their labels, or they might be present in varying concentrations, as noted in a recent article by Euronews. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained, “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 assist perplexed consumers in understanding which products contain probiotics and their respective amounts, manufacturers should consider clearly advertising this information on their labels and providing accessible educational materials about the health benefits of probiotics. However, companies must exercise caution when making health claims on food and beverage labels to ensure compliance with regulatory standards. This is particularly relevant for products like bariatric calcium chews, which may also benefit from clearer labeling regarding their probiotic content and health advantages.