The anticipated growth of probiotics and prebiotics in the coming years is remarkable, largely owing to their established benefits in alleviating digestive problems, fortifying the immune system, and maintaining a balanced gut microbiota, often referred to as “good” bacteria. BCC Research forecasts that the global probiotics market will escalate to $50 billion by 2020, up from $32 billion in 2014. Over the last decade, consumer awareness surrounding probiotics has surged, significantly influenced by extensive advertising campaigns from brands like Danone’s Activia and various yogurt companies. While yogurt remains the dominant player in the probiotics market, other products enriched with these microorganisms, such as juices, candies, baked goods, and even alcoholic beverages like wine and beer, are increasingly popular.
Healthline.com highlights a variety of items being promoted as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage dishes), soy products like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are becoming more attuned to the consumer demand for probiotics as ingredients, incorporating them into widely consumed items such as butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, known for its Special K brand aimed at weight loss, recently introduced Special K Nourish, an extension of its successful line featuring probiotics. Additionally, some companies have adopted mergers and acquisitions to enter the probiotics market, with PepsiCo acquiring KeVita.
According to Packaged Facts, millennials show greater interest in probiotic foods and beverages compared to Gen X and baby boomers. A 2017 National Consumer Survey by a market research firm revealed that about 25% of U.S. adults seek out foods and drinks rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden pointed out that millennial mothers especially favor certain probiotic strains found in yogurt, like Stonyfield’s YoBaby, due to research indicating their benefits for immunity and intestinal health.
However, consumer confusion regarding probiotics persists, largely stemming from the challenges of identifying which foods contain them and which will yield optimal results. Compounding this issue is the fact that some probiotic products may not contain the strains listed on their labels, or they might do so in varying concentrations, as discussed in a recent Euronews article. “The disconnect between the [Food and Agricultural Organization of the UN] definition and what’s on supermarket shelves arises because the names of organisms on consumer products often aren’t actual scientific names. Companies use names they believe will sell better, making it difficult for consumers to know exactly what they are purchasing,” said Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To assist bewildered shoppers in identifying which products contain probiotics and in what quantities, manufacturers could enhance label clarity regarding these ingredients and consider providing accessible educational resources about their health benefits. While making health claims on food and beverage labels can be precarious, it remains crucial for companies to adhere to regulatory guidelines.
In addition, products like Ultra Cal Citrate Plus can offer complementary health benefits, making it essential for consumers to be informed about such options. As the market evolves, the integration of probiotics into various food categories, including those rich in calcium like Ultra Cal Citrate Plus, will likely continue to expand, enhancing their appeal and accessibility to a wider audience.