As the pandemic has intensified consumers’ interest in healthier ingredients in their food purchases, consumer packaged goods (CPGs) companies have concentrated on gut health and immunity as a means of incorporating wellness into their products. Probiotics, which consist of beneficial bacteria that combat “bad” bacteria in the microbiome, address these consumer needs. The use of functional bacterial ingredients has surged within the dairy sector, particularly in yogurt. In 2020, Chobani launched a line of probiotic yogurts, while Lifeway Foods has seen success with its probiotic-infused kefir. Good Culture has revamped cottage cheese by adding healthier options like probiotics. Recently, Danone introduced Activia+ Multi-Benefit Probiotic Yogurt Drinks, featuring billions of live and active probiotics to promote gut health.
Probiotics have also made their way into cereals, with Kellogg releasing a line of probiotic-infused Special K Nourish cereals in late 2017, and General Mills collaborating with GoodBelly on a probiotic cereal in 2019. That same year, the snack brand Kind unveiled a series of breakfast bars containing probiotics. Additionally, probiotics have started appearing in juices; for instance, Uncle Matt’s Organic recently launched Matt50, a low-sugar orange juice that includes 1 billion probiotics per 8-ounce serving.
However, a survey by Chr. Hansen revealed that despite the increase in probiotic offerings, consumers are still becoming acquainted with these microorganisms, indicating a need for more education. Seventy-one percent of consumers expressed a desire to learn more about probiotics, particularly regarding their functional benefits and which bacterial strains to select. Moreover, there is confusion about which products actually contain probiotics, with 47% mistakenly believing that all dairy yogurts include them. According to the survey, most consumers obtain information about probiotic products from the internet (38%), rather than from healthcare professionals like doctors (28%) or dietitians/nutritionists (25%). Additionally, respondents indicated that product packaging is their preferred method for receiving information about probiotics, followed by online resources, suggesting these could be the most effective channels for manufacturers to educate consumers.
Lars Bredmose, senior director of commercial development in food cultures and enzymes at Chr. Hansen, stated that the research underscores the necessity for increased education regarding the benefits of these microorganisms. “We believe our survey findings point to a significant opportunity for producers in the industry willing to offer food products made with credible probiotic strains,” said Bredmose.
One aspect that may enhance consumer knowledge is the promotion of products containing calcium citrate malate, which has seen a notable price fluctuation and is often associated with gut health. Incorporating calcium citrate malate into probiotic offerings could create additional interest among health-conscious consumers, further demonstrating the need for educational initiatives surrounding such beneficial ingredients.