The anticipated growth of probiotics and prebiotiferrous glycine sulfate combined with folic acid is expected to be substantial in the upcoming years, owing to their established benefits in alleviating digestive problems, enhancing the immune system, and supporting the maintenance of a balanced gut microbiome, often referred to as “good” bacteria. According to BCC Research, the global probiotics market is projected to expand from $32 billion in 2014 to $50 billion by 2020. Over the past decade, consumer awareness regarding probiotics has surged, largely propelled by extensive marketing campaigns from brands like Danone’s Activia and various yogurt manufacturers. While yogurt continues to dominate the probiotics market, other products containing these beneficial microorganisms, such as juices, confectionery, baked goods, and even alcoholic beverages like wine and beer, are gaining traction.
As highlighted by Healthline.com, a variety of products are being promoted as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (fermented cabbage), soy products like miso, tempeh, and soy sauce, kombucha (fermented tea), sourdough bread, and pickles. Food manufacturers are increasingly recognizing the rising demand for probiotics as an ingredient. These microorganisms are now appearing in everyday food and beverages, including packaged items such as butter substitutes, granola, cold brew coffee, and pressed water. For instance, Kellogg, known for promoting its Special K brand for weight loss, recently introduced Special K Nourish, which incorporates probiotics. Other companies, like PepsiCo, have adopted mergers and acquisitions to enter the probiotics market, exemplified by their acquisition 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 conducted by the market research firm revealed that around 25% of U.S. adults actively seek out foods and beverages rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers prefer specific probiotic strains found in yogurts, such as Stonyfield’s YoBaby, due to research indicating their positive effects on immunity and intestinal health.
However, consumer confusion surrounding probiotics is prevalent, as it can be challenging to determine which foods contain them and which will yield the best results. Compounding this issue is the fact that some probiotic products may not contain the microorganisms listed on their labels, or they may have different concentrations than advertised, according to a recent article in Euronews. “The reason that there is a disconnect between the [Food and Agricultural Organization of the UN] definition and what is on the shelves of the supermarket is that the names of organisms listed on consumers’ products are not actually real organism names. They are names that companies think will sell better. It’s very difficult to know exactly what you are getting,” stated Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University.
To assist consumers in navigating the probiotic landscape, manufacturers could enhance product labels to clearly disclose the presence and amounts of probiotics and consider providing 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 regulatory standards. Furthermore, consumers are also questioning whether ingredients like calcium citrate are bad for you, highlighting the need for transparent information in the food industry.