Digesting the Category Performance of Probiotic Foods and Supplements

Probiotics is the common term used to describe the types of beneficial bacteria that take up residence in our digestive tracts. These tiny microorganisms help us digest our food and assimilate vitamins and nutrients. They also play a vital role in our immunity. Our digestive flora consists of trillions of bacteria, and only a small percentage is considered beneficial or probiotic." The majority of our digestive flora is made up of commensal bacteria, meaning they neither help nor hurt us. We also have some pathogenic, or disease-causing, bacteria that exist in relatively small numbers in our digestive tracts. Thankfully, the good bacteria keep the bad in check most of the time, and the rest of the immune system kicks in to deal with any problems that arise when an imbalance of bad to good occurs.

Probiotics have been mentioned in the mainstream media increasingly over the last few years. Dr. Oz has spoken about the importance of probiotic foods on television and online, and by now, everyone has seen Dannons Activia commercials. Information about the benefits of probiotics has become common knowledge among most of the health conscious and much of the mainstream community. Consequently, the probiotic food, beverage and supplements categories have recently seen a strong growth and product innovation.

During the last two years, the sales of probiotic foods and supplements has risen 79 percent from US$1.25 billion in July 2010 to US$2.25 billion in July 2012, according to data from SPINS. This growth has been driven by categories that have enjoyed the biggest success, including baby food, digestive aids and enzymes, refrigerated juices and functional beverages, refrigerated condiments, frozen desserts, food supplements, meal replacements, other dairy and yogurt and kefir, according to data from SPINSscan Combined Channels for the 52-week period ending July 7, 2012.

Natural Topics and Trends

Traditional cultured food products such as yogurt, kefir, miso, fermented vegetables and kombucha have made their way to the forefront of the trend in the food and beverage categories. Many of these foods have been a vital part of traditional diets in many cultures eons before the term probiotic" was conceived. The long history of these digestion- and immune-enhancing foods strongly translates to health-seeking consumers.

Probiotic-rich cultured foods and beverages have a unique, tangy taste that is appealing and desirable to many consumers. Kombucha beverages have taken off; what started out as an obscure, vinegary drink for serious health nuts has grown to be one of the top health and wellness beverages across all of retail. Kombucha is even sold at convenience stores and gas stations today, and you dont want to be stuck behind the cashier counter to deal with upset customers when it goes out of stock!

Here are some examples of the new and innovative probiotic food and beverage launches SPINS has seen thrive during the last couple years:

Here are some examples of successful newer products to this category:

Despite recent scientific advancements in the understanding of probiotics, research has not been able to determine how each strain directly affects health or if each individual responds more favorably to one strain over another. More research needs to happen in this area, and we are a long way off from unlocking all the secrets probiotics hold. Its clear though that probiotics are good for us and that they help to maintain a balanced digestive environment, which plays a key role in supporting overall health.

Kerry Watson, manager of the SPINS product library, has worked in the natural products industry for more than 13 years and has been with SPINS for seven years, currently managing the SPINS content development team. Her industry experience includes managing the supplement department at a local natural foods store and starting her own nutrition-consulting practice in San Francisco. Watson is certified as a nutrition consultant, diet counselor and nutritional educator through Bauman College. She attended the California School of Herbal Studies and graduated with certificates in foundations, therapeutics and clinical herbalism.

Find more on ingredients that benefit digestive health in INSIDER's Content Library.