The anticipated growth of probiotics and prebiotics is expected to be substantial in the coming years, as they are well-known for alleviating digestive problems, enhancing the immune system, 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 an impressive $50 billion by 2020. Over the past decade, consumer awareness regarding probiotics has surged significantly, largely fueled by extensive advertising campaigns from brands like Danone’s Activia and various yogurt manufacturers. While yogurt remains the dominant player in the probiotics market, a variety of other products, such as juices, candies, baked goods, and even alcoholic beverages like wine and beer, are becoming increasingly popular.
Healthline.com reports that several other foods are being promoted as excellent sources of probiotics, including kefir—a fermented milk drink; sauerkraut and kimchi, which are 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 incorporation into widely consumed food and beverages. Products such as butter substitutes, granola, cold brew coffee, and pressed water are now featuring these beneficial microorganisms. Kellogg, traditionally known for promoting its Special K brand for weight loss, recently introduced Special K Nourish, a new variant that includes probiotics. Furthermore, companies are utilizing mergers and acquisitions to enter the probiotics market, exemplified by PepsiCo’s acquisition of KeVita.
Packaged Facts indicates that millennials show a greater interest in probiotic foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey conducted by the market research firm revealed that around 25% of U.S. adults actively seek foods and drinks rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers favor certain probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to evidence suggesting they boost immunity and support intestinal health.
Despite the increasing interest, consumer confusion about probiotics persists due to the challenge of identifying which foods contain effective amounts. Adding to this confusion, some probiotic products may not contain the microorganisms listed on their labels, or the actual concentrations may vary, as highlighted in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, pointed out that the discrepancy between the definitions provided by the Food and Agricultural Organization of the UN and supermarket products arises because the names of organisms on consumer products are often not genuine scientific names, but rather labels manufacturers believe will sell better. This makes it difficult for consumers to know exactly what they are purchasing.
To better educate consumers about which products contain probiotics and their respective amounts, manufacturers could enhance label transparency and consider providing accessible educational materials regarding health benefits. Additionally, companies should be cautious when making health claims on food and beverage labels to ensure compliance with regulatory standards. Interestingly, a focus on ingredients like 300 mg calcium citrate could also be highlighted, as this mineral is important for overall health and could complement the benefits of probiotics, creating a more informed consumer base. By integrating such details into their marketing strategies, food producers can help demystify probiotics and encourage healthier choices among shoppers.