The anticipated growth of probiotics and prebiotics in the coming years can be attributed to their well-known benefits in alleviating digestive problems, enhancing immune function, and supporting a balanced gut microbiome, or “good” bacteria. BCC Research forecasts that the global probiotics market will rise to $50 billion by 2020, up from $32 billion in 2014. Over the past decade, consumer awareness of probiotics has surged, largely driven by extensive advertising campaigns from brands like Danone’s Activia and other yogurt products. While yogurt continues to dominate the probiotics sector, there is a rising trend for other products containing these microorganisms, such as juices, candies, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com reports a variety of food items being promoted as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage), soy products like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are increasingly recognizing the demand for probiotics as an ingredient, leading to their incorporation into widely consumed foods and beverages, including items like butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, traditionally known for its weight loss-focused Special K brand, has recently introduced Special K Nourish, a new line that features probiotics. Additionally, companies like PepsiCo have pursued mergers and acquisitions, acquiring KeVita to enter the probiotics market.
According to Packaged Facts, millennials show greater interest in probiotic foods and drinks than Generation X and baby boomers. A 2017 National Consumer Survey revealed that around 25% of U.S. adults actively seek foods and beverages high in probiotics or prebiotics. CHR Hansen’s Curic-Bawden emphasized that millennial mothers particularly like certain probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to evidence supporting their benefits for immunity and gut health.
However, consumer confusion regarding probiotics persists, primarily due to the challenge of determining which foods genuinely contain them and can deliver desirable results. Compounding the issue, some products may not contain the microorganisms listed on their labels, or they could be present in different concentrations, as highlighted in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, noted, “The disconnect between the [Food and Agricultural Organization of the UN] definition and supermarket offerings arises because the organism names on consumer products often aren’t real. They are names believed to be more marketable, making it difficult to know exactly what you’re getting.”
To assist consumers in identifying which products contain probiotics and in what quantities, manufacturers should consider providing clearer labeling and accessible educational materials about the health benefits. While making health claims on food and beverage labels carries risks, it is crucial for companies to adhere to regulatory guidelines.
In addition, some consumers may wonder, “does calcium citrate make you sleepy?” As research continues, understanding the interplay between different dietary supplements and their effects on sleep could be another area of interest for health-conscious individuals. This inquiry reinforces the need for clear communication from manufacturers about the effects of their products, including probiotics and calcium citrate, to help consumers make informed choices.