Vox Pop: Consumers are familiar with the word ‘probiotic,’ but struggle to define it

By Adi Menayang contact

- Last updated on GMT

Related tags: Probiotics, Bacteria, World health organization

Probiotics are distinct types of bacteria that have been clearly defined by health authorities around the world, trade associations, as well as the World Health Organization. However, this definition may have not yet entered mainstream consciousness.

In an informal person-on-the-street interview conducted by NutraIngredients-USA, we found that randomly selecting six people on the streets of Chicago and asking them about probiotics will a) reveal that they have all heard of the term but struggle to define it, and b) associate these ingredients with yogurt.

But picking their brains a bit further, only three were able to identify probiotics as beneficial bacteria, and none were able to name any specific strains, even those who say they actively seek probiotics to consume.

READ: Global Probiotics Market - Trends, consumer behaviour and growth opportunities (Lumina Intelligence)

The accepted definition of ‘probiotic,’ as set by FAO/WHO​, is that a probiotics are “live microorganisms which when administered in adequate amounts confer a health benefit on the host."

Further clarification by the International Scientific Association for Probiotics and Prebiotics (ISAPP) back in 2009​ specified that a probiotic must be alive when administered, have undergone controlled evaluation to document health benefits in the target host and be a taxonomically defined microbe or combination of microbes.

The small scale and informal nature of this survey means it shouldn’t be taken as a true reflection of how probiotics are perceived by consumers in the US, but the results mirror findings of a report by Packaged Facts from last month​, in which a much larger revealed that millennials are the most interested in buying probiotics compared to the other generations.

Related news

Show more

Related products

show more

SLAB51®: the “oxygen-sparing” probiotic

SLAB51®: the “oxygen-sparing” probiotic

ORMENDES S.A. | 01-Oct-2021 | Product Brochure

COVID-19 patients treated with the probiotic SLAB51-Sivomixx®800 have a significantly reduced risk of intubation and mortality. SLAB51 facilitates the...

BSCU1, a probiotic that may support immunity

BSCU1, a probiotic that may support immunity

Gnosis by Lesaffre USA | 23-Sep-2021 | Technical / White Paper

LifeinU™ BSCU1 is a unique and patented probiotic strain of Bacillus subtilis with an extreme stability offered by Gnosis by Lesaffre. This specific probiotic...

NZMP HN019™ suitable for high-pressure processing

NZMP HN019™ suitable for high-pressure processing

NZMP (Ingredients by Fonterra) | 22-Sep-2021 | Application Note

As consumers seek out functional beverages, juice brands can use probiotics to target health concerns. NZMP’s clinically proven BifidoB HN019™ probiotic...

Related suppliers

Follow us


View more