The anticipated growth of probiotics and prebiotics in the upcoming years is largely attributed to their 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 forecasts that the global probiotics market will expand to $50 billion by 2020, up from $32 billion in 2014. Over the last decade, consumer awareness regarding probiotics has surged, fueled by extensive advertising campaigns from brands like Danone’s Activia and various yogurt products. While yogurt continues to dominate the probiotics sector, other food items infused with these microorganisms—such as juices, candies, baked goods, and even alcoholic beverages like wine and beer—are becoming increasingly popular.
According to Healthline.com, a variety of other products are being promoted as excellent sources of probiotics, including kefir, a fermented milk drink; sauerkraut and kimchi, both derived from fermented cabbage; soy-based foods like miso, tempeh, and soy sauce; kombucha, a fermented tea; sourdough bread; and pickles. Food manufacturers are recognizing the rising demand for probiotics as an ingredient, leading to their incorporation into everyday food and beverage products such as butter alternatives, granola, cold brew coffee, and pressed juices. Kellogg, known for its Special K brand aimed at weight management, recently introduced Special K Nourish, which includes probiotics. Additionally, companies like PepsiCo have employed mergers and acquisitions to enter the probiotics market, exemplified by their acquisition of KeVita.
Millennials show a greater interest in probiotic foods and beverages compared to Generation X and baby boomers, according to Packaged Facts. A 2017 National Consumer Survey indicated that around 25% of U.S. adults actively seek foods and drinks rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden highlighted that millennial mothers particularly favor certain probiotic strains found in yogurt, such as Stonyfield’s YoBaby, due to evidence suggesting benefits for both immunity and gut health.
Consumer confusion regarding probiotics arises from the challenges in identifying which foods genuinely contain these microorganisms and provide optimal results. Compounding this issue is the fact that some probiotic products may not contain the strains listed on their labels, or they may vary in concentration. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, noted in a recent Euronews article that the discrepancy between the definitions provided by the Food and Agriculture Organization of the UN and the actual products on supermarket shelves stems from the use of names that companies believe will be more marketable rather than accurate organism names. This makes it difficult for consumers to know exactly what they are purchasing.
To assist shoppers in navigating the probiotic landscape, manufacturers could improve the clarity of label information regarding probiotic content and consider providing easily accessible educational materials on health benefits. However, making health claims on food and beverage labels can pose regulatory challenges, making it essential for companies to adhere to established guidelines.
Moreover, when discussing the nutritional value of products like probiotics, it is important to consider factors such as the comparison between calcium carbonate and calcium citrate in the elderly. Understanding these distinctions can help consumers make informed choices about their dietary supplements, including the potential interactions with probiotics. By integrating these insights into their marketing strategies, manufacturers can enhance consumer education and trust in probiotic products.