The anticipated growth of probiotics and prebiotics in the upcoming years is largely attributed to their well-known benefits in alleviating digestive problems, enhancing immune function, and supporting the balance of 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 of probiotics has surged, largely driven by extensive advertising campaigns from brands like Danone’s Activia and various yogurt producers. While yogurt remains the dominant player in the probiotics sector, alternative products containing these beneficial microorganisms—including juices, candies, baked goods, and even alcoholic beverages like wine and beer—are increasingly popular.
Healthline.com mentions a variety of other products being promoted as excellent sources of probiotics, such as kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage), soy products like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are becoming more attuned to the rising demand for probiotics as an ingredient, incorporating these microorganisms into widely consumed items such as butter substitutes, granola, cold brew coffee, and pressed water.
Kellogg, traditionally focused on weight management with its Special K brand, has recently introduced Special K Nourish, a line enriched with probiotics. Other companies, such as PepsiCo, have employed mergers and acquisitions to enter the probiotics market, with PepsiCo acquiring KeVita.
Research by Packaged Facts indicates that millennials show greater interest in probiotic foods and beverages compared to Gen X and baby boomers. A 2017 National Consumer Survey found that around 25% of U.S. adults actively seek out foods and beverages high in probiotics or prebiotics. CHR Hansen’s Curic-Bawden highlights that millennial mothers are particularly fond of specific probiotic strains found in yogurt, like those in Stonyfield’s YoBaby, due to evidence suggesting they enhance both immunity and gut health.
However, consumer confusion surrounding probiotics is prevalent, stemming from the challenges of identifying which foods contain effective amounts of these microorganisms. Compounding this issue, some probiotic products may not include the strains listed on their labels or may contain them in varying concentrations. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, noted that there is often a disconnect between the definitions provided by the Food and Agriculture Organization of the UN and the actual products available in supermarkets, as manufacturers sometimes use names that are more marketable rather than scientifically accurate.
To assist bewildered shoppers in understanding which products offer probiotics and in what quantities, manufacturers could improve the clarity of information on their labels and consider providing accessible educational resources about health benefits. However, making health claims on food and beverage labels carries risks, so companies must navigate regulatory constraints carefully. Additionally, incorporating ingredients like calcium citrate 600 into probiotic formulations could enhance their appeal and effectiveness, warranting further exploration in product development.