A recent consumer insight survey conducted by FMCG Gurus has found that probiotics continue to be popular amongst consumers, while also being perceived to offer a range of health benefits.
Notably, 82% of global consumers said they had heard of probiotics, and many also had an awareness of how they could support overall health.
When FMCG Gurus asked consumers about the associated health benefits of probiotics, 66% identified them to support digestive health, with 58% also acknowledging their benefits in immune support.
However, they were much less likely to recognise their other health benefits, suggesting that there is a gap in consumer knowledge which should ideally be addressed.
It also highlights the fact that the immune and gut health-boosting abilities of probiotics will likely continue to drive consumer purchasing decisions.
Who's buying probiotics?
According to thes survey, more than 60% of global participants in this survey have purchased probiotics in the past year — though this figure is a decline from two years ago.
However, 64% of these buyers only began purchasing probiotics less than two years ago, meaning that new consumers are becoming interested in this nutraceutical category.
This highlights that there is an interest in functional health products, but many appear to be held back by cost and efficacy concerns.
Therefore, it's essential that probiotic sellers successfully convey the effectiveness of their products clearly.
Yoghurt remains the leading probiotic
Yoghurt is a great natural source of probiotics, and continues to be the preferred choice for consumers who want to enhance their probiotic intake.
A significant percentage of the survey respondents reported that they tended to intake these through yoghurt drinks, as they are easily accessible and tasty.
There has also been a rise in consumer interest in probiotic options within the cereal category as well, underscoring the potential of probiotic incorporation into breakfast products.
Why probiotics?
Consumer insights uncovered by FMCG Gurus revealed that there has been an 18% decrease in the number of people consuming probiotics for general health and wellness, with an increase in individuals taking them for specific health support.
The strong association between probiotics, digestive and immune health highlights an understanding amongst the population that gut health plays a crucial role in overall resilience to disease.
As consumers become more discerning about their health and wellness expenditures, it is increasingly important to align probiotic products with their core benefits, ensuring that these advantages are clearly communicated while also educating about the broader range of potential health benefits.