The anticipated growth of probiotics and prebiotics in the coming years is attributed to their established benefits in alleviating digestive problems, enhancing immune function, and supporting the balance of 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 last decade, consumer awareness regarding probiotics has surged, partly fueled by extensive advertising campaigns from brands like Danone’s Activia and various yogurt products. While yogurt remains the dominant player in the probiotics market, other foods containing these microorganisms—such as juices, sweets, baked goods, and even alcoholic beverages like wine and beer—are increasingly popular.
Healthline.com highlights a range of products being promoted as excellent sources of probiotics, including 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 green or black tea), sourdough bread, and pickles. Food manufacturers are becoming more attuned to the growing demand for probiotics as an ingredient, leading to their incorporation in widely consumed items like butter substitutes, granola, cold brew coffee, and pressed water. Kellogg has recently introduced Special K Nourish, an extension of its well-known line that features probiotics, while other companies, like PepsiCo, have adopted mergers and acquisitions strategies to enter the probiotics market, as seen with their acquisition of KeVita.
According to Packaged Facts, millennials are showing greater interest in probiotic-rich foods and beverages compared to Gen X and baby boomers. A 2017 National Consumer Survey conducted by a market research firm revealed that around 25% of U.S. adults actively seek out foods and beverages high in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers are particularly drawn to specific probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to research indicating their positive effects on immunity and gut health.
However, consumer confusion about probiotics arises from the challenges of identifying which foods contain them and which provide the most benefits. Compounding this issue is the fact that some probiotic products may not contain the microorganisms specified on their labels, or they may be present in varying concentrations. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained to Euronews that the discrepancy between the definitions provided by the Food and Agricultural Organization of the UN and supermarket offerings is due to the use of names for organisms that are not genuine scientific names, making it difficult for consumers to know what they’re actually purchasing.
To better inform perplexed shoppers about which products include probiotics and their respective amounts, manufacturers could improve label transparency regarding these ingredients and consider providing accessible educational materials on health benefits. While making health claims on food and beverage labels carries risks, it is crucial for companies to adhere to regulatory guidelines. Additionally, as consumers increasingly look for products that support their health, options like calcium citrate zinc tablets are gaining traction, highlighting the intersection of probiotic knowledge and nutritional supplementation. By ensuring clarity and education on labels, brands can foster a better understanding of probiotics, including those found in calcium citrate zinc tablets, helping consumers make informed dietary choices.