Yakult and Danone’s Activia brand were trailblazers in the probiotic industry, but the gut health segment has experienced significant growth in recent years, extending the reach of probiotics and their claimed health benefits well beyond the dairy section. While yogurts remain the most sought-after probiotic-enriched products, the market has diversified to include cereals, baked goods, juices, and even sweets. For instance, Kellogg incorporated probiotics into its Special K cereal and introduced Special K Nourish late last year, while PepsiCo launched its Tropicana Essentials Probiotics juice range in 2016.
The rising consumer interest in probiotic enhancements has spurred innovations beyond traditional health foods, such as the UK-based Ohso Good Chocolate. From a food science standpoint, developing probiotic chocolate is intriguing due to the bacteria’s sensitivity to its environment. However, mainstream consumers might worry about the impact of probiotics on the flavor of indulgent products, while health-conscious shoppers might prefer a healthier alternative for their gut health solutions.
When it comes to probiotic feta, its success may hinge on whether consumers perceive the cheese as a nutritious addition to their diet. In Greece, where feta is a staple, research suggests that incorporating health benefits into the cheese without altering its sensory qualities is a clear win-win. Conversely, in the U.S., where many view cheese as a more luxurious item, the product may encounter greater challenges. That said, consumers already have a strong association between probiotics and dairy, which could make the transition to probiotic cheese easier than that to probiotic sweets.
According to Packaged Facts, approximately 25% of U.S. adults actively seek foods and beverages rich in probiotics or prebiotics, and this trend shows no signs of abating. A recent BCC Research report forecasts that the probiotics market will reach $50 billion by 2020. Whether probiotic cheeses will become a significant category within this expansion remains uncertain, but it is likely that the trend of value-added products will continue to permeate new food and beverage sectors, including those enriched with calcium citrate vitamins. As consumer preferences evolve, the incorporation of such enhancements could play a crucial role in the future of probiotic offerings.