Consumers Seeking Probiotics Beyond Yogurt

While 44 million U.S. consumers currently use products with probiotics, there is opportunity for market expansion, particularly in delivering these beneficial ingredients beyond yogurt.

Heather Granato, VP, Partnerships & Sustainability

April 14, 2016

2 Min Read
Consumers Seeking Probiotics Beyond Yogurt

More than 40 million consumers are currently using probiotics products, with users skewing female, and higher usage among the 30-something crowd—the tailing edge of Millennials—compared to other demographics.

This was just one of the findings from the inaugural Mind of the Consumer study, being presented at Ingredient Marketplace in late April. Developed in partnership with the Natural Marketing Institute (NMI), we sought to explore and understand consumer expectations and perceptions in key ingredient categories. The team also examined ingredient suppliers and their perceptions in regards to consumer demand, allowing comparison between what suppliers are doing compared to consumer needs.

We noted across all categories, consumers are looking for safe and effective products that are less artificial and closer to natural. While there is a high awareness of yogurt as a food source of probiotics, consumers are looking to alternative food formats. For example, fortified beverages are an increasingly popular source of probiotics among consumers, as are fermented foods such as kefir, kimchi and kombucha. And two-thirds of consumers who consume kombucha are using more than they did last year. The Mind of the Consumer findings are not just focused around probiotics, but also delve into sports nutrition, weight management, digestive health, omega-3s and protein. These insights will showcase areas of opportunity for manufacturers and suppliers to develop and launch new products successfully.

Interested in learning more? Join us on Friday, April 29, at Ingredient Marketplace for the inaugural presentation of the Mind of the Consumer research findings. NMI’s Steve French and I look forward to sharing insights across the focus areas and looking at where the areas of opportunity lie.

P.S. If probiotics is your focus, consider also signing up for Probiotics Marketplace, an all-day immersive event taking place on April 27, the day before the expo hall opens at Ingredient Marketplace. We’re looking at consumer expectations, probiotics product formulation tips and ingredient selection, and offering networking, poster presentations and much more.

About the Author(s)

Heather Granato

VP, Partnerships & Sustainability, Informa Markets, Food EMEA division

Heather Granato is a 30-year veteran of the natural products industry, currently serving as vice president, partnerships & sustainability, in the Food EMEA division of Informa Markets. She is based in London, and leads efforts related to industry partnerships and broader sustainability initiatives for the Vitafoods and Food ingredients brands. She has been a presenter at events including SupplySide, Vitafoods, Food ingredients, Natural Products Expo, the Natural Gourmet Show and the Folio: Show. Her publishing experience includes Natural Products Insider, Food Product Design, Vitafoods Insights, Country Living's Healthy Living, Natural Foods Merchandiser, Delicious Magazine and Granato serves as the founding president of Women In Nutraceuticals, a global non-profit founded in 2022 focused on empowering women in the nutraceutical industry; she is also on the board of directors for the Organic & Natural Health Association. From 2016 to 2022, she was a vice president on the national governing board of Kappa Alpha Theta women’s fraternity. Granato was named to the FOLIO: 100 list of top media professionals in 2018, and was selected as a 2015 Top Woman in Media by FOLIO:. She received the 2014 Visionary Award and the 2018 Journalistic Excellence Award from the American Herbal Products Association (AHPA); and was honored with the CEO Merit Award for Content from Virgo in 2014. Granato graduated magna cum laude from the University of Richmond, Virginia, in 1992 with a bachelor’s degree in journalism.

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