The anticipated growth of probiotics and prebiotics in the upcoming years is largely attributed to their established benefits in alleviating digestive problems, enhancing the immune system, and supporting a healthy 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 last decade, consumer awareness around probiotics has surged, fueled by extensive advertising campaigns from brands like Danone’s Activia and various yogurt manufacturers. Although yogurt remains the dominant player in the probiotics market, a diverse range of products containing these microorganisms, such as juices, candies, baked goods, and even beverages like wine and beer, are becoming increasingly popular.
Healthline.com highlights several products recognized as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage dishes), soy-based items like miso, tempeh, and soy sauce, as well as kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are now more attuned to the rising consumer demand for probiotics as an ingredient. These microorganisms are appearing in everyday food and drinks, encompassing packaged items like butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, traditionally known for promoting its Special K brand for weight management, recently launched Special K Nourish, a new line incorporating probiotics. Additionally, companies like PepsiCo have adopted mergers and acquisitions to enter the probiotics market, as seen with their acquisition of KeVita.
A report by Packaged Facts indicates that millennials are more inclined towards probiotic foods and beverages compared to Gen 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 observed that millennial mothers are particularly interested in specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to evidence suggesting they bolster both immunity and intestinal health.
However, consumer confusion regarding probiotics arises from the challenges in identifying which foods contain them and their potential effectiveness. A recent article in Euronews pointed out that some probiotic products may not include the microorganisms listed on their labels, or they might be present but at different concentrations. “The disconnect between the [Food and Agricultural Organization of the UN] definition and what is available in supermarkets occurs because the names of organisms on consumer products are often not actual scientific names. Companies tend to choose names they believe will sell better, making it hard to know precisely what you are purchasing,” stated Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To clarify which products contain probiotics and their respective amounts, manufacturers could improve label transparency by providing detailed information about these inclusions. They might also consider offering accessible educational materials regarding the health benefits of probiotics. Given that making health claims on food and beverage packaging can be a legal minefield, it is crucial for companies to operate within regulatory guidelines. Furthermore, the inclusion of products like Bluebonnet Calcium Citrate Plus Vitamin D3 may also enhance consumer interest in health-oriented food items, as shoppers look for comprehensive nutritional solutions.