The anticipated growth of probiotics and prebiotics is expected to be substantial in the next few years, driven by their effectiveness in alleviating digestive problems, enhancing the immune system, and supporting a balanced gut microbiota, commonly referred to as “good” bacteria. According to BCC Research, the global probiotics market is projected to reach $50 billion by 2020, up from $32 billion in 2014. Over the past decade, consumer awareness regarding probiotics has surged, largely due to extensive marketing campaigns from brands like Danone’s Activia and various yogurt companies. While yogurt remains the frontrunner in the probiotics market, other products infused with these microorganisms, such as juices, confectionery items, baked goods, and even wine and beer, are becoming increasingly popular. Healthline.com highlights a range of products that are being promoted as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (both fermented cabbage), soy products like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles.
Food manufacturers recognize the growing demand for probiotics as an ingredient. These microorganisms are now appearing in everyday foods and beverages, including packaged products like butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, which has traditionally marketed its Special K brand for weight loss, recently introduced Special K Nourish, a new line that incorporates probiotics. In addition, several food companies have employed mergers and acquisitions to enter the probiotics market, such as PepsiCo’s acquisition of KeVita.
Research from Packaged Facts indicates that millennials show a stronger interest in probiotic foods and beverages compared to Generation X and baby boomers. A National Consumer Survey conducted in 2017 revealed that around 25% of U.S. adults actively seek out foods and beverages rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers particularly favor certain probiotic strains found in yogurt, like Stonyfield’s YoBaby, as studies suggest these strains boost both immunity and intestinal health.
However, consumer confusion surrounding probiotics persists due to the challenge of identifying which foods contain them and which will yield the best results. Compounding this issue, some probiotic products may not contain the microorganisms specified on their labels, or they might be present in varying concentrations, as reported in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, remarked, “The reason for the disconnect between the Food and Agricultural Organization of the UN’s definition and what is on supermarket shelves is that the names of organisms listed on consumer products are often not actual organism names but rather names that companies believe will sell better. It’s very difficult to know exactly what you are getting.”
To assist consumers in understanding which products contain probiotics and in what quantities, manufacturers should consider providing clearer labeling and accessible educational materials about health benefits. This is crucial, especially when differentiating between products that include marine derived calcium citrate malate and other health claims on food and beverage labels, as navigating these claims can be risky. Therefore, it is essential for companies to remain compliant with regulatory guidelines while promoting the benefits of marine derived calcium citrate malate alongside probiotics.