Last year, Chr. Hansen conducted a global survey to explore consumer perceptions of probiotics in food, focusing on their understanding and preferences. The results are now available.
Probiotics, defined as live microorganisms offering health benefits when consumed adequately, are typically ingested in amounts around one billion colony forming units (CFUs). Historically, health benefits have been linked to gut health and immunity.
The survey, encompassing 15,639 participants across Europe, North America, Latin America, and Oceania, revealed a strong global interest in learning more about probiotics.
Consumer Understanding: When asked about familiarity with probiotics, 75% reported being ‘very’ or ‘somewhat familiar,’ while 25% claimed no familiarity at all. Respondents provided positive associations, describing probiotics as beneficial bacteria supporting overall health.
Daily Consumption Trends: Nearly half (48%) of consumers reported daily or almost daily consumption of probiotics, with Millennials (36%) and Gen X (33%) being the primary daily consumers. These health-conscious urban dwellers expressed a willingness to pay extra (5-20%) for probiotic-enhanced products they found appealing and trusted.
Importance of Gut Health: Participants stated their reasons for consuming probiotic-rich foods, with 56% aiming to improve intestinal health, 55% to enhance intestinal flora, and 50% to boost the immune system. Taste and texture were less significant motivators, with only 12% citing a preference for taste and 9% for texture.
Preferred Consumption Time and Method: The majority (36%) of probiotic consumers preferred incorporating them into breakfast. Daily consumers showed a tendency to include probiotics in dinner and lunch. Dairy emerged as the preferred category for probiotic consumption, with yogurt leading at 52%, followed by cheese (10%), fermented plant-based food (9%), and juice (7%).
Brand Loyalty Drivers: Consumers favored probiotic-containing brands based on flavor (60%), trust in the brand (46%), and acceptable pricing (36%).
Preferred Information Channels: Survey respondents expressed a keen interest in learning more about probiotics, with 71% seeking additional information. Preferred channels included product packaging (53%), websites (44%), and mobile apps (38%). Misconceptions were identified, such as the belief that all dairy yogurts contain probiotics (47%) and the misunderstanding that ‘live active cultures’ on yogurt labels signify the presence of probiotics (73%).
In conclusion, the survey highlighted a global curiosity about probiotics, signaling an opportunity for education and the potential expansion of probiotic-rich food offerings beyond the traditional dairy category.
