“Probiotics and Prebiotics: Projected Market Growth and Consumer Trends Amidst Increasing Awareness and Product Diversity”
The anticipated growth of probiotics and prebiotics in the coming years is largely attributed to their established benefits in alleviating digestive problems, enhancing immune function, and supporting a balanced gut microbiota, often referred to as “good” bacteria. BCC Research forecasts that the global probiotics market will increase from $32 billion in 2014 to $50 billion by 2020. Over the past decade, consumer awareness of probiotics has surged, significantly driven by extensive advertising campaigns from brands like Danone’s Activia and various yogurt products. While yogurt remains the dominant player in the probiotics market, other products containing these microorganisms—such as juices, candies, baked goods, and even beverages like wine and beer—are rapidly gaining traction.
As reported by Healthline.com, many other products are emerging as excellent sources of probiotics, including kefir (a fermented milk drink), sauerkraut and kimchi (both made from fermented cabbage), soy-based items like miso, tempeh, and soy sauce, kombucha (fermented green or black tea), sourdough bread, and pickles. Food manufacturers are increasingly recognizing the demand for probiotics as an ingredient, leading to their incorporation into widely consumed items such as butter alternatives, granola, cold brew coffee, and pressed water. For instance, Kellogg has introduced Special K Nourish, a new variant of its weight-loss-focused Special K brand that includes probiotics. Other companies, like PepsiCo, have pursued mergers and acquisitions to enter the probiotics market, exemplified by their acquisition of KeVita.
According to Packaged Facts, millennials show a greater inclination towards probiotic foods and beverages compared to Generation X and baby boomers. A 2017 National Consumer Survey revealed that approximately 25% of U.S. adults actively seek foods and drinks rich in probiotics or prebiotics. CHR Hansen’s Curic-Bawden noted that millennial mothers particularly favor certain probiotic strains found in products like Stonyfield’s YoBaby, as research indicates these strains enhance both immunity and gut health.
Consumer confusion regarding probiotics stems from the challenges of identifying which foods contain them and the most effective strains. Compounding this issue, some probiotic products may not contain the microorganisms specified on their labels, or they may be present in varying concentrations, as highlighted in a recent Euronews article. Patricia L. Hibberd, chair and professor in the Department of Global Health at Boston University, explained, “The disconnect between the Food and Agriculture Organization of the UN’s definition and supermarket offerings arises because the microorganisms listed on consumer products often do not reflect real organism names. Instead, they are labels companies believe will sell better, making it difficult to ascertain exactly what consumers are purchasing.”
To address this confusion, manufacturers could enhance transparency by providing clearer details about the probiotic content on their labels and consider including accessible educational materials on health benefits. While making health claims on food and beverage labels can be precarious, it is crucial for companies to adhere to regulatory guidelines. Additionally, the inclusion of ingredients like calcium citrate + D, known for their benefits in bone health, could further enhance the appeal of probiotic products, as they address multiple aspects of consumer health. Incorporating calcium citrate + D into probiotic offerings not only promotes digestive health but also supports overall wellness, making these products more attractive to health-conscious consumers.
