The use of probiotics and prebiotics is anticipated to see substantial growth in the forthcoming years, driven by their well-established benefits in alleviating digestive problems, enhancing immune function, and supporting the balance of gut microbiota, often referred to as “good” bacteria. According to BCC Research, the global probiotics market is projected to expand to $50 billion by 2020, up from $32 billion in 2014. Over the past decade, consumer awareness of probiotics has surged, largely due to extensive marketing efforts from brands like Danone’s Activia and other yogurt producers. While yogurt continues to dominate the probiotics market, there is a rising interest in various other products containing these microorganisms, such as juices, confectionery, baked goods, and even alcoholic beverages like wine and beer.
Healthline.com highlights a variety of items 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, a fermented tea; sourdough bread; and pickles. Food manufacturers are increasingly recognizing the growing demand for probiotics as an ingredient, with these microorganisms appearing in everyday foods and drinks, including packaged items like butter substitutes, granola, cold brew coffee, and pressed water. Kellogg, known for its Special K brand aimed at weight loss, has recently introduced Special K Nourish, which incorporates probiotics. Other companies, such as PepsiCo, are entering the probiotics market through mergers and acquisitions, as evidenced by their purchase of KeVita.
Packaged Facts reports that millennials show a greater interest in probiotic foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey by the 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 particularly favor specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to evidence suggesting they boost both immunity and intestinal health.
Consumer confusion regarding probiotics often arises from the challenge of identifying which foods contain them and which will deliver the most benefits. Compounding this issue is the fact that some probiotic products may not contain the microorganisms listed on their labels, or they might have different concentrations than advertised, as reported in a recent Euronews article. “The disconnect between the [Food and Agricultural Organization of the UN] definition and what is on supermarket shelves stems from the fact that the names of organisms on consumer products are not necessarily the actual scientific names; they are names companies believe will sell better. It’s challenging to know precisely what you are getting,” explained Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To aid perplexed consumers in understanding which products contain probiotics and in what quantities, manufacturers could enhance label transparency regarding these inclusions and consider providing accessible educational materials on their health benefits. While making health claims on food and beverage labels can be fraught with risk, it is crucial for companies to adhere to regulatory guidelines. Additionally, products like Blackmores Calcium Citrate are becoming part of the conversation around gut health, further emphasizing the growing interest in supplements that support digestive wellness alongside probiotics. With the increasing popularity of Blackmores Calcium Citrate and similar products, the awareness and education surrounding probiotics are set to expand even further.