When it comes to buzzwords like "probiotics," we tend to get complacent, trusting that even newbie naturals consumers are familiar with the concept of good bacteria. But not so fast: A Datamonitor study commissioned by Kraft Foods showed that 63 percent of consumers report they are confused about probiotics. A scant 13 percent could accurately define the word.
"This emphasizes how there is still a need for brands to educate U.S. consumers about the benefits of probiotic consumption," said Mark Whalley, an analyst for Datamonitor, citing 2007 research that showed 78 percent of respondents had no knowledge of the word "probiotics" in a story published in Brandweek. "The good news is that Americans appear to be responding to marketing messages."
Learn talking points about probiotics' health benefits in "Get Cultured" from NFM's sister publication Delicious Living.