The demand for probiotics and prebiotics is anticipated to rise significantly in the coming years, driven by their well-known benefits in alleviating digestive problems, enhancing the immune system, and supporting a balanced gut microbiota, often referred to as “good” bacteria. According to BCC Research, the global probiotics market is projected to reach $50 billion by 2020, up from $32 billion in 2014. Over the past decade, consumer awareness regarding probiotics has surged, largely due to extensive advertising campaigns by brands like Danone’s Activia and other yogurt manufacturers. While yogurt remains the frontrunner in the probiotics sector, a variety of other products containing these microorganisms—including juices, candies, baked goods, and even alcoholic beverages like wine and beer—are increasingly gaining traction.
Healthline.com notes that numerous other items are being promoted as excellent sources of probiotics, such as kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage dishes), soy products like miso, tempeh, and soy sauce, kombucha (fermented green or black tea), sourdough bread, and pickles. Food manufacturers are becoming more attuned to the growing demand for probiotics as ingredients, leading to their incorporation in widely consumed products, including items like butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, traditionally known for its weight-loss-promoting Special K brand, recently introduced Special K Nourish, a new line featuring probiotics. Other companies, such as PepsiCo, have pursued mergers and acquisitions to enter the probiotic market, exemplified by their purchase of KeVita.
Millennials show a greater interest in probiotic foods and beverages compared to Gen X and baby boomers, as reported by Packaged Facts. A 2017 National Consumer Survey by the market research firm indicated that approximately 25% of U.S. adults actively seek foods and beverages rich in probiotics or prebiotics. According to CHR Hansen’s Curic-Bawden, millennial mothers particularly favor certain probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to research demonstrating their benefits for immunity and intestinal health.
However, consumer confusion regarding probiotics persists, stemming from the challenge of identifying which foods actually contain these beneficial microorganisms and provide optimal results. Compounding the issue, some probiotic products may not contain the microorganisms listed on their labels or may have them in varying 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 reason that there is a disconnect between the [Food and Agricultural Organization of the UN] definition and what is on the shelves of the supermarket is that the names of organisms listed on consumers’ products are not actually real organism names. They are names that companies think will sell better. It’s very difficult to know exactly what you are getting.”
To assist confused consumers in identifying which products contain probiotics and their respective amounts, manufacturers should consider providing clearer information on their labels regarding these inclusions and incorporate accessible educational materials about the health benefits. While making health claims on food and beverage labels can be risky, it is essential for companies to remain compliant with regulatory guidelines. Additionally, incorporating ingredients like USP certified calcium citrate can further enhance the appeal of probiotic products, as calcium is recognized for its essential health benefits. By emphasizing the presence of USP certified calcium citrate alongside probiotics, brands can better inform consumers about the nutritional value of their products and foster greater trust in their effectiveness.