Title: The Rise of Probiotics: Insights into Market Growth and Future Trends from Ganeden’s CEO
Probiotics have emerged as one of the most sought-after functional ingredients in the food and beverage industry today. Various strains of beneficial bacteria have been found to enhance digestive health, strengthen immunity, and improve organ functions, leading to a continuous growth in the probiotics market. According to BCC Research, the global probiotics market was projected to reach $50 billion by 2020. For years, numerous probiotics have been incorporated into various food and drink products, offering additional benefits to consumers without altering flavor or texture. One standout strain, GanedenBC30, has pioneered its use as a functional ingredient. This spore-forming bacterium, developed in 1997, is stable and effective in numerous food and beverage products, ranging from baking mixes to protein powders.
Recently, Food Dive visited Ganeden’s headquarters in Mayfield Heights, Ohio, where President and CEO Michael Bush, also the president of the International Probiotics Association, shared insights on the science, strategy, and future of probiotics and GanedenBC30. The following is a lightly edited transcript of that conversation.
Food Dive: How has the probiotics business evolved over the past few years?
Bush: It’s been incredibly busy. We’ve seen a remarkable increase in product launches, surpassing 200 SKUs this year alone. Ganeden has been expanding rapidly, doubling in size every couple of years, and we currently have 800 products distributed in over 60 countries. Many new products are gaining traction with consumers, which is exciting. It’s a stark contrast to years ago when we would only find a single bar on the shelf. The industry is growing at over eight percent annually, and there’s no sign of a slowdown.
Food Dive: When did the shift in probiotics begin? I recall that yogurt was the primary source for probiotics throughout my life.
Bush: The turning point came around 2011 and 2012 when consumers began to explore non-yogurt and non-supplement options. This shift created a new category valued at $1 to $2 billion that includes a variety of fermented foods beyond traditional yogurt and supplements. This category continues to resonate with consumers.
Food Dive: GanedenBC30 must have played a significant role in that trend.
Bush: Absolutely. We pioneered this market space. We were the first to introduce probiotics into baking mixes, probiotic waters, juices, and protein powders. Our founder discovered this family of bacteria through selective isolation techniques, identifying strains that could thrive at different temperatures and possess various metabolic properties. BC30 was chosen for its ability to grow below human body temperature and its stability, offering immune and digestive benefits.
Food Dive: What led to its substantial growth in food products?
Bush: Our commitment to focus on this area was crucial. We initiated the ingredient business at Ganeden in 2006, which involved extensive regulatory work to achieve FDA GRAS (Generally Recognized as Safe) status. Following that, we dedicated more resources to clinical research, resulting in 27 published, peer-reviewed studies. The process is time-consuming, but our determination has enabled us to make significant strides.
Food Dive: What are the functional benefits associated with probiotics and GanedenBC30?
Bush: The benefits are strain-specific. For instance, we can support “probiotic” and “supports immune” claims at 500 million CFU (colony-forming units) per day, and at one billion CFU per day, we can add “supports digestive health” and “supports protein utilization” claims. The spore form of BC30 ensures it survives gastric acidity and has a longer shelf life compared to vegetative cells.
Food Dive: Are there any new developments regarding BC30’s efficacy?
Bush: Yes, we continually explore new avenues. Our latest study focused on a new ingredient called Staimune, derived from inactivated BC30 cells. We recently received clinical data, which we’re preparing for publication, and it reveals some exciting potential applications.
Food Dive: What does it take to develop a robust functional probiotic strain?
Bush: Developing probiotic strains involves extensive screening and safety assessments. Strains are deposited into repositories like the ATCC (American Type Culture Collection), where researchers can identify non-proprietary strains. Initial safety work is vital, as it determines if the strain is safe for human consumption before moving on to clinical effectiveness.
Food Dive: What unique challenges do probiotics face?
Bush: The primary challenges revolve around formulation. For traditional lactobacillus or bifidobacteria, finding a suitable food product that maintains viability throughout shelf life is complex. BC30 has allowed us to overcome many formulation challenges, although we still face some limitations.
Food Dive: If a manufacturer wishes to incorporate BC30, how does the collaboration work?
Bush: Collaboration varies by company structure. Typically, we provide samples, and their R&D teams formulate the product. They then send it back for testing, and we analyze the survival rates. If needed, we help optimize their processes to ensure they achieve the desired viability.
Food Dive: Can you share some unconventional products that now include probiotics?
Bush: The beverage industry has embraced probiotics, and we’ve seen them in unexpected items like microwave muffins, trail mixes, and kale chips. We aim to promote healthier products rather than unhealthy options.
Food Dive: Do manufacturers approach you for products tailored to specific populations?
Bush: Yes, we develop products for children, athletes, seniors, and even those with food allergies. Clients often specify target demographics, whether aimed at millennials, children, or pregnant women.
Food Dive: What do you foresee for the future of the probiotic market?
Bush: We believe the market will evolve towards more condition-specific products. As our understanding of the microbiome deepens, we anticipate the emergence of probiotics targeting specific health concerns, such as heart and kidney health.
Food Dive: Are there strains particularly suited for heart or kidney health?
Bush: Yes, there are specific strains that target heart health and others for kidney health, often requiring thorough screening and clinical validation.
Food Dive: Are most of these strains as resilient as BC30?
Bush: No, many of the strains used in targeted supplements are vegetative cells, which are typically easier to manage in controlled environments. However, the trend towards condition-specific probiotics is beneficial for consumers.
Food Dive: With probiotics becoming more commonplace, will this trend continue?
Bush: We believe so. The International Probiotics Association recently noted that over 1,500 studies have been published in the last five to ten years concerning probiotics. Despite some skepticism, the wealth of data indicates significant benefits.
Food Dive: What do you predict will advance probiotics further?
Bush: I foresee increased focus on the microbiome. Just as the human genome sparked interest in personalized medicine, the microbiome is poised to do the same. Personalized nutrition based on microbiome research will likely emerge, enabling consumers to make informed choices tailored to their unique health needs.
And as part of this exploration, products like calcium citrate with vitamin D petites are becoming integral in supporting overall health, showcasing the intersection of functional ingredients and consumer wellness.
