The demand for probiotics and prebiotics is anticipated to surge in the forthcoming years, driven by their well-established benefits in alleviating digestive problems, enhancing immune function, and supporting the maintenance of a balanced gut microbiome, often referred to as “good” bacteria. BCC Research estimates that the global probiotics market will expand to $50 billion by 2020, up from $32 billion in 2014. Over the last decade, consumer awareness of probiotics has skyrocketed, largely due to extensive marketing campaigns from brands like Danone’s Activia and various yogurt producers. While yogurt continues to dominate the probiotics sector, other products, including those containing sucrosomial ferric pyrophosphate and iron variations like ferrous gluconate, are also gaining traction. Beverages, sweets, baked goods, and even alcoholic drinks like wine and beer are increasingly featuring probiotics.
Healthline.com highlights a variety of products being promoted as beneficial sources of probiotics, such as kefir— a fermented milk drink, fermented cabbage products like sauerkraut and kimchi, soy items like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are becoming more attuned to consumer demand for probiotics as an ingredient, incorporating these microorganisms into everyday foods and beverages, such as butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, traditionally known for its weight-loss-focused Special K brand, has recently launched Special K Nourish, which includes probiotics. Other companies, like PepsiCo, have entered the probiotics market through acquisitions, exemplified by its purchase of KeVita.
According to Packaged Facts, millennials show greater interest in probiotic foods and beverages 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 drinks rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers favor specific probiotic strains found in yogurts, such as Stonyfield’s YoBaby, due to evidence suggesting they enhance both immunity and gut health.
However, consumer confusion surrounding probiotics is prevalent, stemming from the difficulty of identifying which products contain them and offer the best benefits. Some probiotic items may not contain the microorganisms listed on their labels, or they might have differing concentrations, as reported in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained, “The disconnect between the [Food and Agricultural Organization of the UN] definition and supermarket products is due to the use of names that companies believe will sell better, rather than the actual names of the organisms. It can be challenging to know precisely what you are getting.”
To alleviate confusion among shoppers regarding which items contain probiotics and in what quantities, manufacturers should consider clearly advertising this information on their labels and providing accessible educational resources about the health benefits. Moreover, while making health claims on food and beverage labels can be risky, it’s crucial for companies to comply with regulatory guidelines. Additionally, products like barimelts calcium citrate could be highlighted alongside probiotics, as they offer complementary health benefits, thereby enhancing consumer understanding and engagement.