The demand for probiotics and prebiotics is anticipated to experience substantial growth over the next few years, primarily due to their well-established benefits in alleviating digestive problems, enhancing the immune system, and aiding in the maintenance of a balanced gut microbiota, 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. Consumer awareness regarding probiotics has surged significantly over the past decade, largely attributed to extensive marketing efforts from brands like Danone’s Actimel and various yogurt companies. While yogurt remains the leading product in the probiotics market, there is a rising interest in other items containing these microorganisms, such as juices, candies, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com highlights a variety of products being promoted as excellent sources of probiotics, including kefir, a fermented milk drink; sauerkraut and kimchi, both made from fermented cabbage; soy products such as miso, tempeh, and soy sauce; kombucha, a fermented tea; sourdough bread; and pickles. Food manufacturers are increasingly recognizing the rising demand for probiotics as an ingredient, with these microorganisms appearing in everyday foods and beverages, including processed items like butter alternatives, granola, cold brew coffee, and pressed water. Kellogg recently introduced Special K Nourish, a new line that incorporates probiotics, expanding beyond its traditional focus on weight loss. Other companies, such as PepsiCo, have employed mergers and acquisitions to enter the probiotics market, as seen with their 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 indicated that approximately 25% of U.S. adults actively seek foods and drinks high in probiotics or prebiotics. CHR Hansen’s Curic-Bawden observed that millennial mothers are particularly fond of specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to research demonstrating their benefits for both immunity and intestinal health.
Despite the growing interest, confusion among consumers persists regarding which foods contain effective probiotics and deliver desired results. A recent article in Euronews pointed out that some probiotic products may not contain the microorganisms listed on their labels, or they may be present but in varying concentrations. “The disconnect between the [Food and Agricultural Organization of the United Nations] definition and what is available on supermarket shelves arises because the names of organisms on consumer products do not always reflect true organism names. Companies often use names they believe will be more marketable, making it challenging to know exactly what you’re purchasing,” explained Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To alleviate consumer confusion about which products contain probiotics and in what quantities, manufacturers could enhance transparency by providing clearer labeling and accessible educational resources about the health benefits of probiotics. Including health claims on food and beverage labels can pose regulatory challenges; therefore, it is essential for companies to operate within legal boundaries. Additionally, for those seeking comprehensive nutrition, incorporating supplements such as 2000 mg calcium citrate may also support overall health alongside probiotic-rich foods.