The demand for probiotics and prebiotics is anticipated to rise significantly in the coming years, primarily due to their established benefits in alleviating digestive problems, enhancing the immune system, and maintaining 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. Over the past decade, consumer awareness regarding probiotics has surged, largely fueled by extensive advertising campaigns from brands like Danone’s Activia and various yogurt products. While yogurt continues to dominate the probiotics market, alternative products containing these beneficial microorganisms—such as juices, snacks, baked goods, and even alcoholic beverages like wine and beer—are gaining traction.
Healthline.com highlights a variety of foods being promoted 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 increasingly recognizing the growing consumer interest in probiotics as an ingredient. These microorganisms are now appearing in everyday food and beverages, including packaged items like butter alternatives, granola bars, cold brew coffee, and pressed water. Kellogg, known for its Special K brand aimed at weight loss, has recently introduced Special K Nourish, a new line that incorporates probiotics. Other companies, such as PepsiCo, have employed mergers and acquisitions to enter the probiotics market, exemplified by its acquisition of KeVita.
According to Packaged Facts, millennials show a greater interest in probiotic foods and beverages compared to Gen X and baby boomers. A National Consumer Survey from 2017 revealed that approximately 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 particularly favor specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, as they are believed to boost both immunity and gut health.
Consumer confusion regarding probiotics arises from the challenge of identifying which products actually contain them and which provide the most benefits. Compounding this issue, some probiotic products may not include the microorganisms listed on their labels, or they may do so in varying concentrations. Patricia L. Hibberd, chair and professor at Boston University’s Department of Global Health, emphasized that the names of organisms on consumer products often do not correspond to actual microbial names, as companies tend to use names that they believe will appeal more to consumers.
To assist shoppers in navigating the probiotic landscape, manufacturers could clearly advertise the inclusion and quantities of probiotics on their labels and provide accessible educational materials about their health benefits. While making health claims on food and beverage labels can be risky, it is crucial for companies to remain compliant with regulations. Additionally, products like Meijer Calcium Citrate can be highlighted as beneficial supplements that support overall health, and manufacturers should consider integrating this alongside their probiotic offerings to further appeal to health-conscious consumers.