Raising Trend of Beverages with ‘-biotics’ in name.

Consider these hot topics in light of ready-to-drink (RTD) beverages, and prebiotics and probiotics come to the fore. Drinkable yogurt, kefir and kombucha are nothing new, yet companies continue to introduce innovative offerings, with retail shelves and consumers becoming increasingly accepting. Likewise, unique beverage launches featuring prebiotics, probiotics or both (referred to as synbiotics) are contributing to growth in the space. And keep an eye out for postbiotics, which are basically inanimate byproducts of probiotic activity that offer a potential benefit to health.

What’s in a name?

Definitions are a good starting point in this space. In an age of heightened transparency, it would be disingenuous to suggest consumers support digestive health solely by eating any yogurt—especially if they choose one with high sugar content and low levels of beneficial bacteria.

Probiotics were initially defined in 2001 by an expert panel through the work of the Food and Agricultural Organization of the United Nations and the World Health Organization (FAO/WHO). In 2013, the International Scientific Association for Probiotics and Prebiotics (ISAPP) convened another expert panel to review the term and state of the science. From that, the widely accepted scientific definition for probiotics became, “Live microorganisms that, when administered in adequate amounts, confer a health benefit on the host.”

Based on this standard, the ISAPP website points out that although many foods and beverages may contain live microorganisms, only those that include “characterized strains with a scientifically demonstrated effect on health should be called probiotics.” Further, the association suggested, “Live microbes present in traditional fermented foods and beverages such as kombucha, sauerkraut and kimchi typically do not meet the required evidence level for probiotics, since their health effects have not been confirmed and the mixtures are largely uncharacterized.”

As part of the panel’s work in 2013, the group agreed consumption of foods containing live microbes might be a beneficial dietary recommendation, but it also recognized the challenges of scientifically qualifying diverse matrices of foods and beverages to ensure individual products met the criteria. As such, the panel recommended “such foods are best described as ‘containing live and active cultures,’ but should not be called probiotic” (Nat Rev Gastroenterol Hepatol. 2014;11:506-514). That said, it would be difficult to take issue with use of the term “probiotic” in beverages incorporating specific strains of beneficial probiotics in viable amounts verified at end of shelf life.

Through the years, ISAPP has also reviewed the scientific literature surrounding the term “prebiotic,” and via a panel in 2016, emerged with the consensus definition, “A substrate that is selectively utilized by host microorganisms conferring a health benefit.”

Essentially, prebiotics selectively stimulate growth of healthy gut bacteria such as Bifidobacteria and Lactobacilli, and may also promote healthy digestion (Nutrients. 2017;9[9]:1021). Synbiotics have both probiotic and prebiotic properties, and were initially created in an attempt to help overcome some possible difficulties for probiotics surviving in the gastrointestinal (GI) tract.

According to the book, “Preparation and Processing of Religious and Cultural Foods,” prebiotics naturally exist in different dietary food products, “including chicory, sugar beet, Jerusalem artichoke, wheat, honey, banana, barley, tomato, rye, soybean, human’s and cow’s milk, peas, beans, etc., and recently, seaweeds and microalgae.”

Ingredients in action

From kombucha to bottled water, consumers are becoming accustomed to seeing probiotic beverages at retail. But broader “-biotic” exposure continues, thanks to innovative brands.

Innovators went with a prebiotic drink mentioned that: “digestion is a core element of self-care that often gets overlooked. All of us are processing so much mentally, physically, emotionally every day—especially now as we come out of the pandemic year. So they were interested in finding an everyday way to enhance the body’s ability to digest.”

Some opted for a formulation free of added sugar or any type of sweetener—a decision that will appeal to consumers looking to avoid these ingredients, but that also might be an adjustment for those used to the American standard of oversweet.

Market data

A February 2021 report from Market Research Future projected the global RTD beverage market (including alcoholic beverages) will reach US$950 billion by 2024. It also noted healthy drinks as a key driver, and that “the launch of innovative and exotic-flavored products with functional properties is expected to pave the way for lucrative opportunities in the market.”

The global prebiotics market is segmented into food and beverage, dietary supplements and animal feed. The relative newness of prebiotic beverage and its combined status with food in data compilation makes it difficult to quantify the market, although widespread growth is anticipated. A 2018 report from Grand View Research considered the market from 2014-2024. It noted that in 2015, “Food and beverage dominated the global prebiotics industry, accounting for 82% of global market volume,” and, “The presence of healthy promoting colon microorganisms in product-based food and beverages is expected to boost the application of prebiotics in food and beverages.” The report also projected a CAGR of 8% from 2016-2024.

A prebiotics report from Global Market Insights Inc. pegged the prebiotics market to surpass $9.5 billion by 2027. The firm noted the market exceeded $4.95 billion in 2020, and is estimated to grow at over 10.2% CAGR from 2021-2027. The authors noted, “Rising consumer demand for food and beverage products with reduced sugar and fat content without compromising on the taste and texture of the food products is likely to stimulate the demand for plant-based oligosaccharides such as prebiotics.”

When it comes to probiotics, beverage data is more readily accessible—albeit varied in its current valuation and projection of the market.

Market makers

In large part thanks to researchers (and creative entrepreneurs), a variety of ingredients and processing techniques are allowing for greater innovation in -biotic beverages.

A few years ago, a female undergrad at the National University of Singapore (NUS) even found a way to infuse live beneficial bacteria into beer—a feat, considering hop acids and alcohol typically prevent the growth and survival of probiotics.

As for the current market, “XXX” organic roasted herbal teas and herbal “coffees” have always contained chicory root, a natural source of inulin, a prebiotic soluble fiber. However, the company’s Prebiotic Blends contain an additional two prebiotics—a vegan glucooligosaccharide and organic xylooligosaccahride (XOS). And the Mushroom Adaptogen Blends pair prebiotic chicory root with a range of plant and mushroom rock stars. No matter which line, flavor profiles like dark chocolate, butterscotch cream, maple and macadamia nut abound.

Australia-based “XXX” kicked off summer with the U.S. launch of its shelf-stable Ginger Lemon Kombucha, Peach Kombucha, Mixed Berry Kombucha, Raspberry Lemonade Kombucha and Blood Orange Switchel ACV (apple cider vinegar). The brand—started almost a decade ago in Melbourne with a kombucha brewed on the kitchen table of founders —now produces more than 90 million cans and bottles per year. Remedy’s SCOBY (symbiotic culture of bacteria and yeast) dates back at least 50 years in Australia, originating from German backpackers who brought it on their travels. Using this core live culture and organic green and black tea handpicked in Sri Lanka, Remedy incorporates ingredients such as whole organic ginger, organic lemon juice, freshly brewed hibiscus tea, fruit extracts, stevia extract and erythritol. Handcrafted in small batches and long aged brewed for 30 days, the production process brews out the sugar.

So… What’s your thought from this? Ready to explore some new innovation for the ASEAN markets yet?