The anticipated growth of probiotics and prebiotics in the upcoming years is largely attributed to their well-known benefits in alleviating digestive issues, enhancing the immune system, and supporting the maintenance of a balanced gut microbiota. BCC Research forecasts that the global probiotics market will expand from $32 billion in 2014 to $50 billion by 2020. Over the past decade, consumer awareness regarding probiotics has surged, significantly propelled by extensive advertising campaigns from brands like Danone’s Activia and other yogurt producers. While yogurt continues to dominate the probiotics sector, alternative products containing these beneficial microorganisms—such as juices, candies, baked goods, and even alcoholic beverages like wine and beer—are becoming increasingly popular.
Healthline.com highlights a variety of foods being marketed 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; kombucha, a fermented tea; sourdough bread; and pickles. Food manufacturers are also recognizing the growing demand for probiotics as an ingredient. These microorganisms are now appearing in everyday food and beverages, including packaged items such as butter substitutes, granola, cold brew coffee, and pressed juices. Kellogg has recently introduced Special K Nourish, a new line that incorporates probiotics alongside its traditional weight-loss-focused Special K brand. Other companies, like PepsiCo, have utilized mergers and acquisitions to enter the probiotics market, exemplified by its purchase of KeVita.
According to Packaged Facts, millennials show a greater interest in probiotic foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey revealed that approximately 25% of U.S. adults actively seek foods and beverages rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers often prefer specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to their proven benefits for immunity and gut health.
However, many consumers find themselves confused about probiotics, primarily due to the challenge of identifying which foods contain them and which will yield the best results. Adding to this confusion is the fact that some probiotic products may not contain the microorganisms indicated on the label, or they might be present in different concentrations. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, points out that there is often a disconnect between the definitions provided by the Food and Agricultural Organization of the UN and the actual products available on supermarket shelves. The names of organisms listed on consumer products frequently do not correspond to real organism names; instead, they are branded names that companies believe will appeal more to consumers, making it difficult to ascertain the true content.
To help clarify which products contain probiotics and in what quantities, manufacturers should consider providing clearer labeling and accessible educational materials regarding the health benefits. While making health claims on food and beverage labels can be risky, it is crucial for companies to adhere to regulatory standards. Additionally, incorporating elements such as calcium citrate magnesium and zinc with vitamin D3 benefits into their products can further enhance consumer interest and health benefits. By doing so, manufacturers can potentially tap into the growing market for probiotics while educating consumers about the combined advantages of these nutrients.