Industry rife with opportunities in probiotic space, Chr. Hansen spotlights

28 Feb 2022 --- Consumers across the globe are keen to learn more about probiotics, a study by Chr. Hansen reveals. The interest is driven by demands for gut health, feeling better and immunity support, according to the findings.

“This is a call to action for probiotic food brand owners to become even better to live up to their consumers’ needs. Probiotics are well-known as a concept, and it is time to ensure that those key ingredients are explained properly to the educated consumer,” Lars Bredmose, senior director of commercial development in food cultures & enzymes, tells NutritionInsight.

Surveying 16,000 individuals across 16 countries, the results revealed 71% of consumers would like to learn more about probiotics, preferring packaging and online resources as avenues for deepening their understanding.

The strong interest in learning signals “a new chapter for market trends and a valuable opportunity for players in the global food industry,” the company highlights.Millennials and Generation X are the primary consumers of probiotics, the study notes.

Knowledge driving industry future
The findings show a continued high understanding of probiotics among consumers and a familiarity with the concept of a natural microbiome, Bredmose adds. Specifically, 50% of consumers are familiar or very familiar with the term ‘gut microbiome’. 

“This is a new development that allows probiotic brand owners to address their customers’ health needs in more accurate language. It is clear that consumers both understand and demand science behind the probiotics they purchase.” 

According to the findings, consumers are keen to learn more about probiotics in a bid to cater to their health, sparking a motivation to learn more about which probiotics may offer the best outcomes for individual needs.

The study notes 48% of respondents consume probiotics daily or almost daily in supplements or other foods. “Survey results suggest that probiotic consumption is driven by an interest in their functional benefits, such as promoting gut and immune health and supporting the microbiome,” the company notes. 

The space for functional F&B for probiotics has been spotlighted as a “still unexploited segment for probiotics” with ample opportunity in the space as consumers seek to improve their holistic health and well-being.

Strains for innovation
Consumers are most interested in information regarding health benefits and information that helps them identify which probiotic strains to select, the data reveals. 

“We think that strain branding is one of the key trends we will see going forward, to inform consumers of which exact probiotic strain they are getting with a particular product,” Bredmose underscores. 

In practical terms, this could mean more information as to which probiotics may offer the best outcomes for individual needs, he adds.

“Moreover, we believe the findings can serve as a source of inspiration in terms of innovation for the relevant producers.”More than 60% prefer probiotics in dairy foods.

Tackling misconceptions
Though 75% reported being very or somewhat familiar with probiotics, there are a range of misconceptions surrounding the space, the findings highlight. 

“For example, 47% of consumers agree or somewhat agree to the incorrect statement that all dairy yogurts contain probiotics, when in fact most contain live cultures but not all contain probiotic cultures,” the research notes. 

A separate survey last year revealed that demand for probiotics is being driven by an increasing interest in digestive and immune health. 

While internet research is the most popular way to learn more about probiotics, more than half of consumers have received a recommendation to consume probiotics from someone they trust, the study notes.

“The flavor of the product and trust are top drivers for choosing and staying with a particular brand of probiotic food.” 

Chr. Hansen previously launched an online probiotic education platform. Dubbed “The Probiotics Institute,” the platform targets healthcare professions and consumers in the US, while aiming to demystify probiotics and their effects.

By Andria Kades