When it comes to bacteria, consumers are becoming more aware which are “good guys” and which are the “bad guys.” Experts note that increasing knowledge about the purported benefits of “good bacteria” is impacting the market for prebiotics, probiotics and postbiotics that are being used by industry players to manufacture products used to alleviate such ailments as acid reflux, constipation and diarrhea, and contribute to overall wellness.

According to Nandini Roy, head of the food and beverage research division at Future Market Insights (FMI), London, their data indicates that out of the Top 10 health claims among consumers, “probiotic” ranks No. 5, just below “organic” and just above “ethical/environmentally friendly packaging.”