The demand for probiotics and prebiotics is anticipated to rise significantly in the upcoming years, driven by their established benefits in alleviating digestive problems, enhancing the immune system, and supporting 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 of probiotics has surged, largely due to extensive advertising campaigns from brands like Danone’s Activia and various yogurt producers. While yogurt remains the primary player in the probiotics market, other items containing these microorganisms, such as juices, sweets, baked goods, and even alcoholic beverages like wine and beer, are increasingly popular.
Healthline.com notes that a variety of products are being promoted as excellent sources of probiotics, including kefir, a fermented milk drink; sauerkraut and kimchi, both made from fermented cabbage; soy-based products like miso, tempeh, and soy sauce; kombucha, which is a fermented tea; sourdough bread; and pickles. Food manufacturers are also becoming more attuned to the rising demand for probiotics as an ingredient. These microorganisms are now being incorporated into widely consumed foods and drinks, such as packaged products like butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, traditionally known for its weight-loss-focused Special K brand, recently introduced Special K Nourish, a new line that includes probiotics. Other food companies, like PepsiCo, have employed mergers and acquisitions to enter the probiotics market, exemplified by its acquisition of 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 conducted by the market research firm found that approximately 25% of U.S. adults actively seek out foods and beverages rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden observed that millennial mothers favor specific probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to research indicating benefits for both immunity and gut health.
Consumer confusion regarding probiotics stems from the challenge of identifying which foods contain these beneficial microorganisms and which products yield the best results. Compounding this issue is the finding that some probiotic products may not include the microorganisms listed on the label, or they may be present in differing concentrations, as highlighted in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained, “The disconnect between the [Food and Agricultural Organization of the UN] definition and what is available in supermarkets occurs because the names of organisms on consumer products are often not their real names. Companies use names they believe will be more marketable, making it challenging for consumers to know exactly what they are purchasing.”
To assist bewildered shoppers in identifying which products contain probiotics and their respective amounts, manufacturers could improve the clarity of ingredient disclosures on their labels and consider providing accessible educational materials regarding the health benefits. However, making health claims on food and beverage labels can be risky, so it is crucial for companies to remain within regulatory limits. Moreover, the concept of “citracal equivalent” could be highlighted to inform consumers about the benefits of incorporating probiotics into their diets, as the relevance of this concept may resonate with those seeking to enhance their gut health. In summary, as the probiotics market continues to grow, a focus on clear communication and education will be essential to help consumers navigate their choices effectively while ensuring they understand the value of products like citracal equivalent in promoting digestive well-being.