The anticipated growth of probiotics and prebiotics in the coming years is largely attributed to their established benefits in alleviating digestive problems, enhancing the immune system, and aiding in the maintenance of a balanced gut microbiota, often referred to as “good” bacteria. According to BCC Research, the global probiotics market is projected to expand from $32 billion in 2014 to $50 billion by 2020. Over the past decade, consumer awareness regarding probiotics has surged, largely fueled 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 interest in various other products, such as juices, confectionery, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com highlights a range of products reputed to be rich in probiotics, including kefir, a fermented milk drink; sauerkraut and kimchi, both derived from fermented cabbage; soy-based items like miso, tempeh, and soy sauce; kombucha, a fermented tea; sourdough bread; and pickles. Food manufacturers are increasingly recognizing the consumer demand for probiotics as an ingredient, leading to their incorporation into everyday foods and beverages, such as butter substitutes, granola, cold brew coffee, and pressed water. Notably, Kellogg, which has historically marketed its Special K brand for weight management, has recently introduced Special K Nourish, a new line featuring probiotics. Other companies, like PepsiCo, have employed mergers and acquisitions to enter the probiotics market, exemplified by their acquisition of KeVita.
Research by Packaged Facts indicates that millennials show a greater interest in probiotic foods and beverages compared to Gen X and baby boomers. A 2017 National Consumer Survey revealed that approximately 25% of U.S. adults actively seek out foods and drinks with high levels of probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers prefer specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to their proven benefits for immunity and gut health.
However, consumer confusion regarding probiotics persists, primarily due to the challenge of identifying which foods contain them and what the optimal benefits may be. This issue is exacerbated by instances where certain probiotic products do not contain the microorganisms specified on their labels, or if they do, the concentrations may vary. As Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, stated in a recent Euronews article, “The reason for the disconnect between the [Food and Agricultural Organization of the UN] definition and supermarket offerings is that the names of organisms on consumer products are often not genuine scientific names. They are labels that companies believe will appeal more to buyers, making it challenging to ascertain exactly what you are purchasing.”
To alleviate this confusion surrounding probiotics and the potential interactions with other supplements, such as calcium citrate interactions, manufacturers could improve labeling clarity regarding probiotic content and consider providing accessible educational materials that outline health advantages. While making health claims on food and beverage labels can present regulatory challenges, it remains crucial for companies to operate within the bounds of established guidelines. By enhancing transparency about probiotic inclusion and potential calcium citrate interactions, brands can foster informed consumer choices and build trust in their products.