The demand for probiotics and prebiotics is anticipated to witness substantial growth in the upcoming years, owing to their well-established benefits in alleviating digestive problems, enhancing the immune system, 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 from $32 billion in 2014 to $50 billion by 2020. Over the past decade, consumer awareness regarding probiotics has surged significantly, largely driven by extensive advertising campaigns from brands like Danone’s Activia and various yogurt manufacturers. While yogurt remains the frontrunner in the probiotics sector, there is a rising interest in other products infused with these microorganisms, such as juices, candies, baked goods, as well as wine and beer.
As highlighted by Healthline.com, a variety of other foods are being promoted as excellent sources of probiotics. These include 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 producers are increasingly recognizing the consumer demand for probiotics as an ingredient. These microorganisms are now appearing in everyday food and beverages, including packaged items like butter substitutes, granola, cold brew coffee, and infused water. Kellogg, known for marketing its Special K brand for weight management, has recently launched Special K Nourish, a new line that incorporates probiotics. Other companies have pursued mergers and acquisitions to enter the probiotics market, exemplified by PepsiCo’s acquisition of KeVita.
According to Packaged Facts, millennials show a greater interest in probiotic foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey by a market research firm 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 yogurt, such as those in Stonyfield’s YoBaby, as studies indicate these strains can enhance immunity and gut health.
However, consumer confusion surrounding probiotics arises from the challenge of identifying which foods contain them and which are most effective. Compounding this issue, some probiotic products may not contain the microorganisms listed on their labels, or they may be present in varying concentrations. A recent Euronews article explains, “The reason for the disconnect between the [Food and Agricultural Organization of the UN] definition and supermarket offerings is that the names of organisms on consumer products are not the actual names of the organisms. They are names that companies believe will be more marketable. It’s very difficult to know exactly what you are getting,” said Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To better inform perplexed shoppers about which products contain probiotics and their respective quantities, manufacturers should consider providing clearer labeling details about probiotic inclusion and offer accessible educational materials on their health benefits. While making health claims on food and beverage labels can be precarious, it is crucial for companies to remain compliant with regulatory standards. In addition, discussions comparing calcium citrate malate vs calcium citrate could benefit consumers seeking to understand the differences in these supplements and their roles in promoting gut health alongside probiotics.