Chr. Hansen studies consumer awareness on probiotics
The biotechnology company Chr. Hansen has released the results of a survey conducted in 16 countries around the world to assess consumer awareness of probiotics and their potential benefits.
The results reflect a strong interest among consumers to learn more about probiotics. This opens a new chapter for market trends and a valuable opportunity for players in the global food industry.
Consumer interest in probiotics is fueled by a growing interest in health and well-being. Consumers know that robust gut health makes them feel better and supports their immune systems. This awareness encourages probiotic food choices. To better understand consumer perception and use of probiotics in food, Chr. Hansen made the survey, where a total of 16,000 people took part.
75% of respondents said that they were very or somewhat familiar with probiotics. 48% of respondents consume probiotics in supplements or other foods daily or almost daily.
50% of respondents 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 overall health.
More than half of consumers have received a recommendation to consume probiotics from a trusted person. The preferred way to learn more about probiotics is to research them online. The taste of the product and trust in the brand are the most important factors in deciding on a particular probiotic food brand and sticking with that brand.
Despite the awareness of probiotics, there are also a number of misconceptions about these products. For example, 47% of consumers agree with the false statement that all dairy yogurts contain probiotics (in fact, most yogurts contain live cultures, but not all contain probiotic cultures).
71% of consumers want to learn more about probiotics and prefer on-pack and online resources as ways to increase their knowledge about probiotics. Consumers were most interested in information about health benefits and claims to help them choose appropriate probiotic strains.