The demand for probiotics and prebiotics is anticipated to surge in the upcoming years, driven by their established benefits in alleviating digestive problems, enhancing the immune system, and supporting the maintenance of a balanced gut microbiota, often referred to as “good” bacteria. According to BCC Research, the global probiotics market is expected to expand from $32 billion in 2014 to $50 billion by 2020. Over the last decade, consumer awareness of probiotics has significantly increased, largely due to extensive marketing campaigns from brands like Danone’s Activia and other yogurt products. While yogurt remains at the forefront of the probiotics market, there is a growing interest in other probiotic-rich items, including juices, confections, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com highlights a variety of products 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, as well as kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are increasingly recognizing the rising demand for probiotics as a key ingredient. These microorganisms are now appearing in a range of commonly consumed foods and beverages, including packaged products like butter substitutes, granola, cold brew coffee, and pressed water. For instance, Kellogg’s has introduced Special K Nourish, a new line that incorporates probiotics, in addition to its historically weight loss-focused Special K brand. Similarly, PepsiCo has entered the probiotics market through its acquisition of KeVita.
Millennials show a stronger interest in probiotic foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey by a market research firm revealed that around 25% of U.S. adults actively seek out foods and drinks high in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers are particularly fond of specific probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to research indicating their positive impact on immunity and gut health.
However, consumer confusion surrounding probiotics persists, stemming from the challenge of discerning which foods contain effective strains and in what concentrations. Compounding this issue, some probiotic products may not contain the microorganisms listed on their labels, or they might be present in varying amounts, as highlighted in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, stated, “The reason for the disconnect between the [Food and Agricultural Organization of the UN] definition and what is on supermarket shelves is that the names of organisms listed on consumer products are not necessarily accurate. They are names that companies believe will sell better, making it challenging to know precisely what you are purchasing.”
To assist consumers in understanding which products contain probiotics and their respective amounts, manufacturers could enhance their labels with clearer information and consider providing accessible educational materials on the health benefits of these ingredients. Additionally, while making health claims on food and beverage labels can be risky, it is crucial for companies to remain compliant with regulatory standards. As an example, the integration of calcium citrate uses in various products could be highlighted alongside probiotics, emphasizing their combined health benefits.