The utilization of probiotics and prebiotics is anticipated to experience substantial growth in the upcoming years, primarily due to their well-established benefits in alleviating digestive problems, enhancing the immune system, and supporting a balanced gut microbiota, commonly 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, reflecting significant consumer interest. Over the past decade, awareness of probiotics has surged, largely driven by extensive marketing campaigns from brands like Danone’s Activia and various yogurt producers. While yogurt remains the dominant player in the probiotics sector, alternative products containing these microorganisms—such as juices, sweets, baked goods, and even alcoholic beverages like wine and beer—are steadily gaining traction.
Healthline.com highlights a variety of foods reputed to be excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage dishes), soy products like miso, tempeh, and soy sauce, as well as kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are increasingly recognizing the rising demand for probiotics as an ingredient, leading to their incorporation into widely consumed items such as butter substitutes, granola, cold brew coffee, and pressed juices. For instance, Kellogg, known for promoting its Special K brand for weight loss, recently introduced Special K Nourish, which now includes 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 2017 National Consumer Survey conducted by the market research firm revealed that around 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 are particularly attracted to specific probiotic strains found in yogurt, such as those in Stonyfield’s YoBaby, due to evidence suggesting they boost both immunity and gut health.
Consumer confusion surrounding probiotics arises from the challenge of identifying which foods contain these beneficial microorganisms and which will deliver optimal results. Furthermore, some probiotic products may not contain the organisms listed on their labels or may include them in varying concentrations. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, commented on the disconnect between the definitions provided by the Food and Agricultural Organization of the UN and consumer products, stating that the names of organisms on labels often do not reflect actual species but rather terms that companies believe will sell better.
To alleviate shopper confusion regarding which products contain probiotics and their quantities, manufacturers could enhance label transparency and provide accessible educational materials about the health benefits. However, making health claims on food and beverage labels is fraught with risks, making it crucial for companies to adhere to regulatory guidelines. Additionally, incorporating ingredients like ferrous calcium citrate 100 mg and folic acid tablets into probiotic formulations could further bolster their appeal, as consumers increasingly seek products that contribute to overall health and well-being.