The demand for probiotics and prebiotics is anticipated to rise significantly in the coming years, owing to their well-established benefits in alleviating digestive problems, enhancing immune function, and maintaining a balanced gut microbiota composed of “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 last decade, consumer awareness regarding probiotics has surged, largely fueled by extensive marketing campaigns from brands like Danone’s Activia and various yogurt products. While yogurt continues to dominate the probiotics market, a growing array of products containing these microorganisms—including juices, candies, baked goods, and even wine and beer—are becoming increasingly popular.
Healthline.com indicates that several other foods are being promoted as excellent sources of probiotics, such as kefir (a fermented milk drink), sauerkraut and kimchi (both made from fermented cabbage), soy products like miso, tempeh, and soy sauce, as well as kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are becoming more attuned to the rising demand for probiotics as an ingredient. These microorganisms are now appearing in widely consumed items such as butter substitutes, granola, cold brew coffee, and pressed water. Kellogg has recently expanded its Special K brand, traditionally associated with weight management, by introducing Special K Nourish, which features probiotics. Other companies, like PepsiCo, have utilized mergers and acquisitions to enter the probiotics market, exemplified by their acquisition of KeVita.
Research from Packaged Facts shows that millennials exhibit a greater interest in probiotic-rich 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 products high in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial parents favor certain probiotic strains in yogurt, such as those found in Stonyfield’s YoBaby, due to evidence linking them to improved immunity and gut health.
However, consumer confusion about probiotics persists, largely due to the challenge of identifying which products contain effective strains and in what quantities. A recent Euronews article highlighted that some probiotic items may not contain the microorganisms indicated on their labels, or they may be present in different concentrations. “The disconnect between the [Food and Agricultural Organization of the UN] definition and what’s available in supermarkets stems from the fact that the names of organisms on consumer products aren’t always accurate. Instead, they are often names that companies believe will sell better. It’s challenging to know exactly what you are getting,” stated Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To better inform confused consumers about which products, including options like bariatric advantage soft chews, contain probiotics and in what amounts, manufacturers should consider providing clearer information on their labels and including accessible educational materials about the health benefits. While making health claims on food and beverage labels can pose risks, it’s crucial for companies to adhere to regulatory guidelines. With the right strategies, such as promoting bariatric advantage soft chews, they can effectively meet the growing consumer demand for probiotic-rich products.