“Exploring the Probiotic Revolution: Insights from Ganeden’s CEO on Market Growth and Future Trends”
Probiotics have emerged as one of the most sought-after functional ingredients in today’s food and beverage industry. Various strains of beneficial bacteria have been proven to enhance digestive health, strengthen immunity, and improve organ function, contributing to the continuous growth of the probiotics market. BCC Research estimates that the global probiotics market will reach $50 billion by 2020. For years, different probiotics have been incorporated into a variety of food and drink products, providing added advantages to consumers without altering taste or texture. A notable strain, GanedenBC30, has pioneered its role as a functional ingredient. Developed in 1997, this spore-forming bacterium is protected and remains effective in numerous food and beverage items, ranging from baking mixes to protein powders.
Last month, Food Dive visited Ganeden’s headquarters in Mayfield Heights, Ohio. In a conference room stocked with products containing GanedenBC30, President and CEO Michael Bush, who also leads the International Probiotics Association, shared insights on the science, strategy, and future of probiotics and GanedenBC30. The following is a lightly edited transcript of the conversation.
Food Dive: How has the probiotics market evolved over the past few years?
Bush: It has been incredibly busy. There has been a significant increase in product launches. This year alone, we’ve introduced over 200 SKUs to the market. Ganeden as a company has been doubling in size every couple of years, and we’ve seen that reflected in our SKU counts. It’s exciting to see our products in over 800 items across more than 60 countries, with many of these new products gaining traction with consumers. It’s gratifying to walk through grocery stores and see BC30 logos in nearly every aisle. In contrast to years past, when we would only spot one bar on a shelf, the growth has been remarkable. The industry overall continues to expand at more than 8% annually, with no signs of slowing down.
Food Dive: When did the shift toward probiotics begin?
Bush: I would say that 2011 and 2012 marked a turning point. Consumers moved beyond just yogurt and supplements to embrace a wider array of non-yogurt, non-supplement products. This has created an entirely new category, estimated to be worth between $1 billion and $2 billion, which continues to resonate with consumers.
Food Dive: GanedenBC30 must have played a significant role in that shift.
Bush: Absolutely. We essentially pioneered this market. 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 thrive at various temperatures and possess unique metabolic properties. BC30 was specifically selected for its ability to grow below human body temperature and its stability, along with the immune and digestive benefits it provides to consumers.
Food Dive: What drove the success of probiotics in food products?
Bush: Our decision to focus on this area was key. We initiated our ingredient business at Ganeden in 2006, which involved extensive regulatory work to achieve FDA GRAS (Generally Recognized as Safe) status. Once we began publishing our studies in 2009, we accumulated 27 published, peer-reviewed studies. It takes time to see results, but our commitment to this endeavor has paid off.
Food Dive: What functional benefits do probiotics, especially GanedenBC30, offer?
Bush: The benefits are strain-specific. We can support claims related to “probiotic” and “supports immune health” at 500 million CFU (colony-forming units) per day. At one billion CFU per day, those claims expand to include “supports digestive health” and “supports protein utilization.” The spore form of BC30 allows it to survive gastric acidity and enhances its shelf life and efficacy.
Food Dive: Are there any new developments regarding BC30’s efficacy?
Bush: Yes, there’s always ongoing research. Our latest study focused on the cell wall of BC30, leading to a new ingredient called Staimune, which consists of inactivated BC30 cells. We recently received clinical data that’s pending publication, and it holds exciting potential in areas we haven’t fully explored yet.
Food Dive: What goes into developing a robust functional probiotic strain?
Bush: A lot of screening is involved. Known probiotic strains are deposited in repositories like the ATCC (American Type Culture Collection). The first step is ensuring safety through genetic screening and safety assessments. Once safety is confirmed, we identify the claims we want to support and conduct clinical trials. The International Probiotics Association (IPA) and the Council for Responsible Nutrition (CRN) have established guidelines for labeling probiotics, emphasizing strain specificity.
Food Dive: What unique challenges do probiotics face?
Bush: The primary challenges relate to formulation. When using traditional strains like lactobacillus or bifidobacteria in food products, ensuring their viability throughout shelf life and consumption presents significant hurdles. BC30 helps us overcome many of these challenges, although we still face our own limitations.
Food Dive: If a manufacturer wishes to incorporate BC30, how do you collaborate with them?
Bush: It varies by company structure. Typically, we provide samples for their R&D teams to formulate, and we conduct viability testing. If results show low survival rates, we assist in optimizing their process to minimize overages. Once we finalize the formula, external labs can perform third-party validation.
Food Dive: What’s considered a low survival rate?
Bush: We aim for a survival rate above 60% to meet our specifications. Our goal is to ensure that the inclusion rate is sufficient to support the intended health claims.
Food Dive: What unconventional products are now featuring probiotics?
Bush: The beverage sector has embraced probiotics as a delivery system. Unexpected items like microwave muffins, trail mixes, and kale chips are now incorporating probiotics. We prefer to partner with companies focused on healthier products rather than less nutritious options.
Food Dive: Do you develop products for specific demographic groups?
Bush: Absolutely. We have products tailored for children, athletes, seniors, and individuals with food allergies. Companies often approach us with specific target audiences in mind.
Food Dive: Where do you foresee the probiotic market heading?
Bush: We anticipate a shift toward more condition-specific probiotics. With ongoing research into the microbiome and gut-brain axis, we expect to see products targeting specific health concerns such as heart and kidney health.
Food Dive: Are certain strains better for heart and kidney health?
Bush: Yes, there are specific strains that benefit kidney and heart health, along with strains that can help manage cholesterol levels.
Food Dive: Are most of these strains as resilient as BC30?
Bush: No, many of them are vegetative cells that are typically found in supplements, where the environment can be more controlled. The trend will likely shift towards condition-specific probiotic supplements, allowing consumers to choose based on their health needs.
Food Dive: With probiotics becoming so prevalent, do you think this trend will continue?
Bush: We believe so. The International Probiotics Association reports over 1,500 studies published in recent years, demonstrating the scientific support for probiotics. Despite some skepticism, the clinical research backing probiotics is robust, and we expect continued growth in the marketplace.
Food Dive: What’s next for advancing probiotics?
Bush: The future will likely involve more insights related to the microbiome. Just as the human genome sparked interest in personalized medicine, we anticipate that research on the microbiome will lead to personalized nutrition solutions. Recent studies have shown how diet impacts microbiome composition, suggesting that we will see advancements driven by strain-specific data and individual health claims.
Integrating functional ingredients like calcitrate 200 mg into probiotic formulations could further enhance their health benefits, especially in products targeting specific health concerns.
