The anticipated growth of probiotics and prebiotics is expected to be substantial in the coming years, attributed to their well-established benefits in alleviating digestive problems, enhancing the immune system, and supporting a balanced gut microbiota, often referred to as “good” bacteria. BCC Research forecasts that the global probiotics market will expand from $32 billion in 2014 to $50 billion by 2020. Over the last decade, consumer awareness surrounding probiotics has surged, largely driven by extensive marketing efforts from brands like Danone’s Activia and other yogurt producers. While yogurt remains the dominant player in the probiotics sector, other products containing these beneficial microorganisms—such as juices, candies, baked goods, and even alcoholic beverages like wine and beer—are increasingly popular.
Healthline.com highlights a variety of foods promoted as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage dishes), soy products like miso, tempeh, and soy sauce, as well as kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are increasingly recognizing the growing demand for probiotics as an ingredient. These microorganisms are being integrated into widely consumed food and beverages, including items like butter alternatives, granola, cold brew coffee, and pressed water. For instance, Kellogg, traditionally focused on promoting its Special K brand for weight management, recently introduced Special K Nourish, which incorporates probiotics into the well-known line. Other food companies, such as PepsiCo, have employed mergers and acquisitions to enter the probiotics market, as seen with their purchase of KeVita.
According to Packaged Facts, millennials show a greater interest in probiotic foods and beverages compared to Gen X and baby boomers. A 2017 National Consumer Survey conducted by a market research firm revealed that approximately 25% of U.S. adults actively seek out foods and beverages rich in probiotics or prebiotics. Notably, CHR Hansen’s Curic-Bawden mentioned that millennial mothers are particularly fond of specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to evidence suggesting they boost both immunity and gut health.
However, consumer confusion surrounding probiotics arises from the challenges in determining which forms, such as calcium citrate and calcium citrate malate, are most effective, as well as which foods contain them for optimal results. Furthermore, some probiotic products may not contain the microorganisms advertised on their labels, or they might have different concentrations than stated, as highlighted in a recent Euronews article. “The disconnect between the [Food and Agricultural Organization of the UN] definition and what is available on supermarket shelves occurs because the names of organisms on consumer products are not actual organism names. They are names that companies believe will sell better, making it difficult to know exactly what you are getting,” explained Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To aid consumers in understanding which products contain probiotics and in what quantities, manufacturers should enhance the clarity of this information on their labels and consider providing accessible educational materials about the health benefits. While making health claims on food and beverage labels can be precarious, it is crucial for companies to remain within regulatory guidelines.