Chr. Hansen has just released the results from a global survey conducted in 16 countries in 2021 to gauge consumer awareness of probiotics and their potential benefits. Findings reflect a strong interest in learning more about probiotics among consumers worldwide, signaling growing interest in this category.
Consumer interest in probiotics is driven by a growing motivation to cater to the health and well-being of their loved ones. Consumers are aware that robust gut health makes them feel better and supports immunity. This awareness drives decision-making and has sparked motivation to learn more about which probiotics may offer the best outcomes for their individual needs.
In an effort to better understand the consumer experience when it comes to awareness and use of probiotics in food, Chr. Hansen did a massive survey covering 16,000 respondents from a representative population sample.
The key findings include:
75% of the respondents reported being very or somewhat familiar with probiotics
48% of respondents consume probiotics daily or almost daily, whether in supplements or in 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.
50% are familiar or very familiar with the term ‘gut microbiome’
The ‘gut microbiome’ is a highly relevant topic for consumers and is associated with health. 50% are familiar or very familiar with the term ‘gut microbiome’ and the majority associate it with gut health followed by immune health, well-being and general health.
More than half of consumers received a recommendation to consume probiotics from someone they trust
This is on top of internet research being the most popular way to learn more about probiotics. The flavor of the product and trust are top drivers for choosing and staying with a particular brand of probiotic food.
Misconceptions about probiotic
Despite strong awareness, there is a range of misconceptions about probiotics. For example, 47% of consumers agree or somewhat agree to the incorrect statement that all dairy yogurts contain probiotics, when in actual fact most contain live cultures but not all contain probiotic cultures.
71% of consumers would like to learn more about probiotics
They also prefer packaging and online resources as avenues for deepening their understanding. Consumers are most interested in information regarding health benefits and information that helps them identify which probiotic strains to select.
For full survey results, click HERE.
Lars Bredmose, Chr. Hansen’s Senior Director of Commercial Development in Food Cultures & Enzymes said, “The results of our survey highlight the importance of consumer education and encourage continuing efforts to work with the industry to provide this education. At Chr. Hansen, we have worked to develop probiotic strain logos and trademarks that our customers may use to strengthen the credibility of their food with the world’s most-documented probiotics.”
Chr.Hansen’s launch of The Probiotics Institute in May 2021 also offers a global, science-based platform that provides inspirational and educational content regarding probiotics and their relationship to the human microbiome. “Food producers and health practitioners can use the platform as a credible source of information about probiotics,” he added.
Chr.Hansen is proud to bring the world’s most-documented probiotics to market and believe the opportunities to make them mainstream will only expand in the future. Customers from the food and beverage industry are encouraged to contact Chr.Hansen to find out more on the results from the survey.
