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 microbiota, commonly referred to as “good” bacteria. BCC Research forecasts that the global probiotics market will expand to $50 billion by 2020, up from $32 billion in 2014. Over the past decade, consumer awareness of probiotics has surged, largely due to extensive advertising efforts from brands like Danone’s Activia and various yogurt manufacturers. While yogurt remains the dominant product in the probiotics sector, other items containing these microorganisms—such as juices, candies, baked goods, and even alcoholic beverages like wine and beer—are increasingly becoming popular.
According to Healthline.com, a variety of products are now being promoted as good sources of probiotics. These include kefir, a fermented milk drink; sauerkraut and kimchi, both made from fermented cabbage; soy products like miso, tempeh, and soy sauce; kombucha, a fermented tea; sourdough bread; and pickles. Food manufacturers are recognizing the growing demand for probiotics as an ingredient, leading to their inclusion in widely consumed foods and beverages, such as butter substitutes, granola, cold brew coffee, and pressed water. For instance, Kellogg has introduced Special K Nourish, a probiotic-enhanced version of its well-known Special K line, which has traditionally been marketed for weight management. Similarly, PepsiCo has entered the probiotics market by acquiring 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 foods and beverages rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden highlighted that millennial mothers are particularly attracted to specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to evidence suggesting these strains can boost both immunity and gut health.
However, consumer confusion surrounding probiotics persists, primarily due to the challenge of identifying which foods contain them and their effectiveness. A recent article in Euronews pointed out that some probiotic products may not include the microorganisms listed on their labels, or they might contain them in varying concentrations. “The disconnect between the [Food and Agricultural Organization of the UN] definition and what is found on supermarket shelves arises because the names of organisms on consumer products often do not reflect actual organism names. Instead, they are marketed names designed to increase sales. It is challenging to ascertain exactly what one is purchasing,” stated Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To aid consumers in understanding which products contain probiotics and their respective amounts, manufacturers should enhance label transparency and consider providing accessible educational materials about the health benefits of probiotics. Making health claims on food and beverage labels can pose regulatory challenges, so companies must navigate these guidelines carefully.
In discussions about dietary supplements, the comparison of algae calcium vs calcium citrate could also be relevant, as both are popular sources of calcium but serve different needs. As consumers look for ways to improve their health, they may find themselves weighing options like algae calcium vs calcium citrate alongside their interest in probiotic-rich foods. With the growing emphasis on gut health, the integration of probiotics into everyday diets is likely to continue, reinforcing the importance of informed consumer choices.