The anticipated growth of probiotics and prebiotics in the upcoming years can be attributed to their established benefits in alleviating digestive problems, enhancing the immune system, and supporting 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 surged, largely driven by extensive advertising campaigns from brands like Danone’s Activia and various yogurt manufacturers. While yogurt remains the dominant player in the probiotics sector, other products containing these beneficial microorganisms—such as juices, confections, baked goods, and even alcoholic beverages like wine and beer—are gaining traction.
Healthline.com highlights a variety of products being marketed as excellent sources of probiotics. These include kefir (a fermented milk drink), sauerkraut and kimchi (both made from fermented cabbage), soy-based items like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles. Food producers are increasingly recognizing the rising demand for probiotics as key ingredients. These microorganisms are now appearing in widely consumed foods and beverages, including items like butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, traditionally known for its oral ferrous gluconate in the Special K brand aimed at weight loss, has recently introduced Special K Nourish, which incorporates probiotics. Additionally, companies like PepsiCo have adopted mergers and acquisitions strategies to enter the probiotics market, as evidenced by their purchase of KeVita.
Millennials exhibit a stronger interest in probiotic foods and beverages compared to Gen X and baby boomers. A 2017 National Consumer Survey from Packaged Facts found that approximately 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 favor specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to research indicating their positive effects on immunity and gut health.
However, consumer confusion surrounding probiotics persists, primarily stemming from the challenge of identifying which foods contain them and offer the best health benefits. An article in Euronews pointed out that some probiotic products may not contain the microorganisms claimed on their labels, or they may be present in different concentrations. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained that there is a disconnect between the definitions provided by the Food and Agricultural Organization of the UN and the names of organisms on supermarket shelves. Companies often use names they believe will sell better, complicating consumers’ ability to know exactly what they are purchasing.
To alleviate this confusion, manufacturers could enhance label transparency by clearly advertising the probiotic content and considering the addition of accessible educational materials outlining the health benefits. However, making health claims on food and beverage labels can be a precarious endeavor, necessitating that companies remain within regulatory guidelines. On a related note, for individuals suffering from heartburn, calcium citrate can be a soothing alternative, but consumers should remain mindful of how probiotics interact with such conditions to maximize their health benefits effectively.