The use of probiotics and prebiotics is anticipated to experience substantial growth in the upcoming years, owing to their well-established benefits in alleviating digestive problems, enhancing immune function, and supporting the maintenance of 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 past decade, consumer awareness regarding probiotics has surged, largely driven by extensive advertising campaigns from brands like Danone’s Activia and various yogurt producers. While yogurt continues to dominate the probiotics market, there is a rising interest in other products containing these microorganisms, such as juices, confectionery items, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com reports that a variety of other foods are being promoted as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (both made from fermented cabbage), soy products like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are increasingly recognizing the demand for probiotics as an ingredient, leading to their inclusion in widely consumed items such as butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, which has historically marketed its Special K brand for weight loss, has recently introduced Special K Nourish, a new line that incorporates probiotics. Additionally, companies are utilizing mergers and acquisitions to enter the probiotics market, as evidenced by PepsiCo’s acquisition 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 by the market research firm indicated that approximately 25% of U.S. adults actively seek foods and beverages rich 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 showcasing their benefits for immunity and intestinal health.
However, consumer confusion surrounding probiotics arises from the challenge of identifying which foods contain them and which will yield the best results. A recent article in Euronews highlighted that some probiotic products may not contain the microorganisms listed on the label or may do so in different concentrations. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained that the discrepancy between the definitions provided by the Food and Agricultural Organization of the UN and supermarket offerings is due to the fact that the organism names on products are often not the actual scientific names but rather terms companies believe will be more marketable.
To address the confusion among shoppers regarding which products contain probiotics and their respective amounts, manufacturers could improve label transparency by clearly advertising this information. They might also consider providing accessible educational materials about the health benefits associated with probiotics, including their interaction with nutrients like kal calcium citrate. However, it is crucial for companies to remain within regulatory limits when making health claims on food and beverage labels to avoid potential pitfalls.