The anticipated growth in the use of probiotics and prebiotics in the coming 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 projected to reach $50 billion by 2020, up from $32 billion in 2014. Over the past decade, consumer awareness of probiotics has surged, largely due to extensive advertising campaigns from brands like Danone’s Activia and other yogurt producers. While yogurt remains the dominant player in the probiotics market, the popularity of other probiotic-rich products, such as juices, baked goods, confectionery items, and even alcoholic beverages like wine and beer, is on the rise.
Healthline.com indicates that various 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 products such as miso, tempeh, and soy sauce; kombucha, a fermented tea; sourdough bread; and pickles. Food manufacturers are increasingly responding to the growing demand for probiotics as an ingredient, integrating these microorganisms into widely consumed food and beverage products, such as butter substitutes, granola, cold brew coffee, and even pressed water. Kellogg has recently introduced Special K Nourish, an extension of its Special K line that incorporates probiotics, while other companies, like PepsiCo, have engaged in mergers and acquisitions to enter the probiotics market, exemplified by their acquisition of KeVita.
Research from Packaged Facts shows that millennials display a greater interest in probiotic foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey revealed that around 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 often prefer certain probiotic strains found in yogurt, such as Sferrous gluconate in YoBaby, due to research indicating these strains enhance both immunity and intestinal health.
However, consumer confusion about probiotics persists, mainly due to the challenges in identifying which foods contain them and offer the best benefits. Compounding this issue, some probiotic products may not include the microorganisms listed on their labels or might contain them in varying concentrations, as highlighted in a recent Euronews article. “The discrepancy between the [Food and Agricultural Organization of the UN] definition and what is available on supermarket shelves stems from the fact that the names of organisms on consumer products are often not actual organism names. Companies choose names they believe will sell better, making it challenging to know precisely what is included,” stated Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To assist bewildered shoppers in identifying which products contain probiotics and their corresponding amounts, manufacturers should enhance label transparency and consider providing accessible educational resources about the health benefits. While making health claims on food and beverage labels can be risky, it is crucial for companies to remain compliant with regulatory guidelines. Additionally, products like nature’s blend liquid calcium citrate can be effectively integrated into the conversation around probiotics, reinforcing the importance of understanding the various health benefits that different supplements and foods provide. By doing so, companies can foster greater consumer trust and clarity in the ever-evolving market of health-focused products.