Gut check
Image: Shutterstock.com
Walking up and down aisles of the local supermarket this weekend, I couldn’t miss the bottles of kombucha and yogurt packs, touting the benefits of active cultures.
So (and timing is everything) when Chr. Hansen’s report detailing a survey of consumers about consumer engagement with probiotics was released, it felt the opportune time to look further into this matter. With the growth in the popularity of digestive health claims, there is no lack of products for consumers to try out – but what good can these products do?
Consumers from 16 countries commented on their awareness of probiotics and their potential health benefits.
The results of the survey, which was conducted in 2021, found that there is a strong interest among consumers in learning about these benefits and how they can support a healthy lifestyle.
That ties in with my thoughts on a lot of foods – consumers are ignorant of the benefits beyond the headlines.
With consumers increasingly making purchasing decisions based on the healthiness of their food, shoppers are interested in gaining more information about probiotics (and a lot of foods) and their health benefits.
The survey found that of the 16,000 people involved, three-quarters are familiar with probiotics and almost half eat foods with them on a daily or almost daily basis. Most people (myself included) are interested in how gut and immune health can be boosted by their inclusion in food.
A fairly large number of participants did express misconceptions about probiotics, however, with almost half thinking that all yogurts contained them. Additionally, only half of consumers knew of terms such as gut microbiome. With increasing numbers of studies extolling the connection between the gut microbiome and health, consumers are keen on solutions that work with their bodies.
Respondents held positive views of probiotics and would like to see information about them presented both online and on product packaging.
Consumer education is clearly a must. The survey findings point to an opportunity for producers to offer food products made with credible probiotic strains.
Food and beverage products that address health concerns are likely to gain headspace among consumers who are increasingly aware of what they eat and wanting to purchase healthy options. The lack of knowledge among general consumers on how gut health represents an opportunity for brands to introduce initiatives to not just push awareness but also means there’s ample ground for innovation around functional food and beverages that support gut health for even the least health-conscious consumer.
- Rodney Jack, editor, Food & Drink Technology.
Keep in touch via email: rodney@bellpublishing.com Twitter: @foodanddrinktec or LinkedIn: Food & Drink Technology magazine.
