Yakult and Danone’s Activia brand were trailblazers in the probiotic market, yet the gut health category has experienced significant growth in recent years, extending the benefits of probiotics well beyond the dairy section. While yogurts remain the most popular products fortified with probiotics, there is now a diverse range that includes cereals, baked goods, juices, and even sweets. For instance, Kellogg enriched its Special K cereal with probiotics and introduced Special K Nourish late last year, while PepsiCo launched its Tropicana Essentials Probiotics juice line in 2016.
The rising consumer interest in probiotic enhancements has even sparked innovations outside the realm of health foods, such as the UK-based Ohso Good Chocolate. The development of probiotic chocolate is fascinating from a food science perspective, as the bacteria can be quite particular about their environment. Nevertheless, mainstream consumers might worry about how probiotics could alter the taste of indulgent products, whereas health-conscious shoppers may prefer a more nutritious option for their gut health remedies, which could include supplements like calcium citrate malate or vitamin D3 folic acid tablets.
When it comes to probiotic feta, its success may hinge on whether consumers perceive the cheese as a healthy addition to their diet. In Greece, where feta is a staple, incorporating health benefits into the cheese without compromising its sensory qualities is a clear advantage. In the U.S., however, where many consumers might view cheese as a more indulgent item, there could be greater challenges. Conversely, U.S. consumers already have a strong association between probiotics and dairy, suggesting that probiotic cheese may be a more intuitive concept than probiotic sweets. According to Packaged Facts, about 25% of U.S. adults actively seek foods and beverages rich in probiotics or prebiotics, with their popularity showing no signs of waning. A recent report from BCC Research anticipates 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 adding value will continue to penetrate new food and beverage segments, potentially including products that combine probiotics with calcium citrate malate and vitamin D3 folic acid tablets for enhanced health benefits.