The anticipated growth of probiotics and prebiotics in the coming years is largely attributed to their well-known benefits in alleviating digestive problems, enhancing immune function, and aiding in the maintenance of a balanced gut microbiota, often referred to as “good” bacteria. According to BCC Research, the global probiotics market is projected to expand from $32 billion in 2014 to $50 billion by 2020. Over the past decade, consumer awareness regarding probiotics has surged, significantly influenced by extensive advertising campaigns from brands like Danone’s Activia and other yogurt manufacturers. While yogurt remains the dominant player in the probiotics market, interest is rising in other products containing these beneficial microorganisms, including juices, candies, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com notes that various products are being promoted as excellent sources of probiotics, such as kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage dishes), soy-based products like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are increasingly recognizing the consumer demand for probiotics as an ingredient. These microorganisms are appearing in everyday foods and beverages, including items like butter substitutes, granola bars, cold brew coffee, and pressed water. Kellogg, traditionally known for promoting its Special K brand for weight management, has recently introduced Special K Nourish, which incorporates probiotics. Other companies, like PepsiCo, have utilized mergers and acquisitions to enter the probiotics market, exemplified by their acquisition of KeVita.
Research from Packaged Facts indicates that millennials show a greater interest in probiotic foods and drinks compared to Generation X and Baby Boomers. A 2017 National Consumer Survey revealed that approximately 25% of U.S. adults actively seek out foods and beverages rich in probiotics or prebiotics. According to CHR Hansen’s Curic-Bawden, millennial mothers particularly favor certain probiotic strains, such as those found in Stonyfield’s YoBaby yogurt, due to evidence suggesting these strains promote both immunity and intestinal health.
However, consumer confusion regarding probiotics persists, primarily due to the challenge of identifying which foods contain them and how to achieve optimal results. This confusion is exacerbated by instances where probiotic products do not actually contain the microorganisms listed on the label, or contain them at differing concentrations. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, highlighted that the discrepancy between the Food and Agricultural Organization of the UN’s definitions and supermarket offerings arises because the names of organisms on consumer products are often not their real scientific names, but rather names chosen for marketing appeal.
To mitigate this confusion, manufacturers could enhance label transparency regarding the presence and quantity of probiotics, while also providing accessible educational resources about the health benefits. However, companies must tread cautiously when making health claims, ensuring compliance with regulatory standards. Furthermore, discussions around probiotics may intersect with broader health topics such as the 0 calcium score, a measurement that can indicate cardiovascular health. By clarifying the connection between probiotics and overall health, including their potential impact on factors like calcium score, companies can better inform consumers and foster trust in their products.