Niche trend to essential: Fermentation & Probiotics in focus
This article is written by FMCG Gurus content and marketing executive, Jess Ryall, and is based on FMCG Gurus – Probiotic Starter Cultures & Fermented Food – Trend Report 2025. For more information, please contact info@fmcggurus.com. It was published on Anuga.com on 30 September.
Food & Drink Business editor, Kim Berry, will be at Anuga - please get in touch for a catch-up on the ground by email or the Anuga App.
Probiotics and fermented foods are reshaping modern diets. From yogurt to starter cultures, they promote gut health, aid digestion, and support functional nutrition, offering natural health benefits, sustainability, and delicious flavours in everyday meals.
Fermented foods and probiotics are no longer just a trend – they’ve become everyday essentials. From yogurt and cultured drinks to innovative starter cultures, these products support gut health, aid digestion, and boost overall wellness. Fermentation also helps extend shelf life, reduce food waste, and cater to dietary sensitivities, all without compromising taste or texture. As consumers grow more health-conscious and informed, brands have a unique opportunity to make probiotics a staple in modern diets.
Growing awareness of fermentation and probiotics
Consumers are becoming increasingly aware of fermentation and probiotics. Once considered niche, fermented foods and starter cultures are now recognised by many consumers, with FMCG Gurus research showing that 80 per cent of global consumers have heard of probiotics or cultures.
This shows the shift towards more nutrient-rich products, with consumers becoming more educated about better-for-you options. This rising awareness also correlates to a broader interest in functional nutrition. With more consumers prioritising proactive health, fermented foods are being positioned as a great way to add a natural health boost into daily routines.
Digestive health driving consumer demand FMCG Gurus’ research shows that 44% of global consumers state they associate fermented foods with digestive health. Yogurts, cultured dairy drinks, and other familiar formats continue to be the most popular types of fermented products, reflecting the link consumers have between ‘good bacteria’ and gut balance.
Over the last couple of years, there has been an increase in the proportion of consumers who say they are familiar with the phrase ‘gut microbiome’. This rise can be attributed to the term being used more frequently across marketing channels, new product development, and social media discussions. Consumers recognise the principle that beneficial bacteria are important for the gut, even if they don’t understand the technical terminology. With this importance being understood it presents an opportunity for brands to position products around gut health as part of a proactive, holistic approach to long-term health.
Probiotics rise in popularity
There is an increase in probiotics purchased in consumers’ shops. Consumers are not just seeking out these products in specialist stores, instead, they look to purchase probiotic products as part of their everyday food shopping experience. As seen with the popularity of dairy fermented products, yogurt cups, spoonable formats, and ready-to-drink probiotic beverages, for many, these have become routine purchases.
This highlights that convenience plays a significant role in purchasing choices. Products with starter cultures need to be hassle-free, easy to integrate into daily routines, whilst aligning with expectations on taste and texture.
Consumers are more informed
Alongside the growth in awareness of probiotics, consumers also understand that not all probiotics are the same. This shows how consumers actively research strains and are more concerned about what they take for their health. This creates responsibility for brands. Transparency and education are essential. Brands which explain the role of starter cultures, differentiate probiotic strains, and link these to specific health outcomes will earn consumer trust.
Food safety and sensitivities
Beyond the health benefits probiotics provide, fermentation can also play a role in alleviating other consumer concerns. FMCG Gurus’ research shows that one in two consumers are conscious about food contamination and the safety of the products they take (2024). Probiotics can help address this through educating consumers about their ability to support food safety and preserve quality.
Another key benefit to probiotic starter cultures is that they can also address dietary sensitivities. Fermentation can help reduce the lactose content of products which will appeal to a significant proportion of consumers who believe they have a form of food allergy or intolerance. This will help those who have a sensitive digestive system and want to minimise the side effects experienced.
Tackling food waste naturally
Food waste is a global issue. FMCG Gurus’ insights show 43 per cent of global consumers say shelf life on products is too short, with the primary factor causing waste in their households being because of this. This is increasingly important for consumers in the context of rising living costs. Food shops and other purchases are becoming more expensive, meaning consumers want ways to reduce their expenses.
Fermentation is a key way to do this. Products with probiotic cultures naturally extend shelf life. This provides a solution to the concerns many consumers have. Probiotic starter cultures can do this without the use of artificial preservatives which consumers dislike. However, the key lies in communication by brands. They must ensure that extended shelf life and reduced food waste is positioned as a natural benefit of fermentation, rather than an artificial intervention. By linking starter cultures to sustainability and benefits to cost-of-living, brands can strengthen the consumer value proposition of products.
Balancing flavour and functionality
Whilst health benefits, sustainability, and functionality all drive interest in probiotics, it's important to remember that taste and texture remain decisive factors in consumer choice. When deciding which dairy products to eat, consumers consistently rank flavour and texture as top priorities, with 62 per cent of global consumers saying they prioritise texture and a significant 85 per cent who prioritise taste.
This creates a challenge for innovation. Starter cultures must deliver the promised functional and health benefits without compromising sensory quality. If cultures detract from the flavour profile, consumers will switch to alternatives. Therefore, a balance must be struck between indulgence and other added benefits.
The future of probiotics and fermented foods
Fermented foods and probiotic starter cultures are no longer a niche; they are becoming staples in modern diets. As consumers grow more informed, so will their expectations. Brands which can provide health, sustainability, convenience, and taste, will be able to capitalise on the growing popularity of these functional products.
