Danone combats biotic myths as US consumers seek immunity benefits

27 Sep 2021 --- While the scientific evidence and consumer interest in gut health is growing, a “surprising” amount of confusion and misinformation remains, according to Danone North America. A new consumer survey from the nutrition giant further reveals that many consumers are not looking for immunity benefits in all the right places.

“The category has grown over the last year, with biotics expanding into new categories from bars and beverages to peanut butter,” Miguel Freitas, vice president of scientific affairs at Danone North America, tells NutritionInsight. 

He continues that there is clearly a large demand for microbiome products, and US consumers are starting to integrate them into their everyday routine. 

According to the survey, 71% of consumers are increasingly interested in foods and beverages that support gut health. 

Major knowledge gaps
Despite rising consumer interest, many are still unfamiliar with the trillions of microbes and their byproducts that live in the digestive tract. In Danone’s survey, only around half (49%) understood the link between the microbiome and digestive health. 

Even fewer recognized the impact of the microbiome on overall health, including the immune system (43%), weight management (43%) and mental well-being (33%).

Freitas explains that misinformation can manifest in coverage and conversation on the topic, to misleading product labeling and claims within the industry. 

“At many times, consumers take that information at face value without truly understanding the significance of the microbiome to overall health and how to evaluate probiotic products.”The survey reveals that 75% of US consumers are turning to some type of supplement. 

Unpacking common myths
Danone is now seeking to debunk five microbiome myths. 

For example, 52% of consumers believe that they’re getting probiotic benefits when consuming fermented foods and beverages, which include products like kombucha, vinegar, sauerkraut, pickles and sourdough bread.

However, not all microbes are necessarily probiotics – another myth. Rather, probiotics are live strain specific microorganisms that have been studied and shown to provide a health benefit. Additionally, many of these fermented products go through further processing, such as pasteurization and baking, that will kill the live microbes. 

Other widely believed myths include that products with a higher number of colony-forming units (CFUs) on the label are more effective as a probiotic and that probiotics should be taken in tandem with antibiotics. 

Supplements or food?
Additionally, 47% of survey respondents believe that probiotic supplements are just as good as probiotics in food. 

However, probiotic pills can vary significantly in quality, including the strains and concentration of microbes, emphasizes Kristie Leigh, a registered dietitian nutritionist and senior manager of scientific affairs at Danone North America. 

“It’s not always easy to know what you’re buying. Consuming probiotics in a food, such as a probiotic yogurt like Activia, is a better approach because you’re getting other valuable nutrients such as calcium and vitamin D,” she argues. More isn’t necessarily better, although 59% believed a higher CFU count equaled a superior effect. 

Bolstering immunity
Another shortcoming of US knowledge is probiotics’ connection with immunity. Only 43% recognize how the immune system is impacted by the gut microbiome, although 77% are looking for products to support their immunity. 

“Our gut microbiome plays an important role in supporting our immune system, and certain probiotics such as the ones in DanActive can help support immune function,” explains Freitas. 

For example, probiotics can improve the oxidative burst capacity of monocytes, important cells for the proper function of the immune system. By doing this, these probiotics increase the capacity of these monocytes to protect us against different environmental stresses.

Danone’s survey also highlights that while most US consumers are looking to add vitamin C (59%), vitamin D (49%) and B vitamins (49%) to their diets, only 25% recognize the value of probiotics to support the immune system.

Getting to know the biotics family
Other ingredients in the biotics family are also the topic of some confusion. “In fact, more than two-thirds of US adults (67%) recognize that probiotics have a positive impact on our overall health, yet the awareness of the benefits of prebiotics (34%) and postbiotics (14%) is much lower,” notes Freitas. 

More than three-quarters of adults (76%) admit they are unfamiliar with or unsure of the impact of postbiotics – which is quickly emerging as a trending functional ingredient. 

“Consumers are increasingly taking a more proactive approach to their health, so that’s why we see such interest in biotics and the gut microbiome,” he points out. 

Looking ahead, he anticipates that the future will center around understanding the full impact that the microbiome can have on one’s overall health – from brain health to disease prevention and determining the ideal strains and concentration of microbes.

“Harnessing the full potential of the biotics category – including prebiotics and postbiotics – will also be key,” Freitas concludes. 

By Katherine Durrell