By Shanon Trueman, Nerac Analyst
Okay, I admit that I am talking about bacteria and yeast here, not crickets and cockroaches like on Fear Factor. The microorganisms I’m referring to come under the heading of probiotics, a term that according to a 2006 study, only 18 percent of consumers were aware of. However, these bugs have the potential to become a major player in the food industry.

Probiotics are bacteria and yeasts that assist the body’s naturally occurring micro-organisms within the digestive tract. Benefits are reported to include immune system improvement; prevention of syndromes such as lactose intolerance, diarrhea, constipation, and urinary tract infections; and assistance in digestion and the absorption of nutrients.

Species of bacteria and yeasts used as probiotics include Bifidobacterium bifidum, Bifidobacterium breve, Lactobacillus casei, Lactobacillus acidophilus, Saccharomyces boulardii, and Bacillus coagulans. Even a strain of E. coli, Escherichia coli Nissle 1917, has been reported to assist in the treatment of ulcerative colitis. Bacterial strains are often developed and owned commercially by various companies. The U.S. Patent and Trademark Office has approximately 400 patents and applications with at least one claim containing the term “probiotic.” Assignees with significant filings include The Bio Balance Corp., The Procter & Gamble Co. and Nestec SA, a division of Nestlé.

Popular Internationally; U.S. Catching Up
Over the years, probiotics have become increasing popular in Japan and northern Europe, and U.S. consumers are just now catching on. Yakult, a probiotic yogurt-like drink introduced to the Japanese market in 1935, is still sold today in 27 countries. Actimel, another probiotic drink that Groupe Danone markets in Europe, premiered in 1994. Iceland’s LGG product has been on the market since 1998, and Valio’s probiotic drink, Gefilus, has been marketed since 1999.

More than 100 companies in the U.S. market probiotics in supplement form. Major players in the food industry implementing probiotics include Groupe Danone, Valio, Orafti, and Chr. Hansen. U.S. sales of probiotics are estimated at $764 million in 2005, and are expected to reach $1.1 billion in 2010 (a 7.1 percent increase). Approximately 2 million U.S. adults use probiotics, with two-thirds of those being female.

More foods are now being supplemented with probiotics. Probiotics are not only found in supplements and yogurts, but they have been added to cheeses, breakfast cereal, and health drinks. TCBY now sells a probiotic frozen yogurt, and Stonyfield Farm (Groupe Danone) is introducing a dairy-based energy drink with probiotics called Shift. Probiotics have also been added to bakery products, nutrition bars, fruit juices, and meats. Nonfood products containing probiotics include a probiotic tampon, marketed by Ellen AB in Scandinavia, and probiotic toothpastes and mouthwashes.

Yogurt Isn’t Always A Probiotic: It Needs Help
Yogurt commonly evokes probiotic perceptions, but traditional yogurt bacteria, Lactobacillus delbrueckii ssp. bulgaricus and Streptococcus salivarius ssp. thermophilus, are not considered probiotics. To be considered a probiotic food, other species must be added to the yogurt cultures. Stonyfield Farm adds six species of bacteria, including Bifidobacterium spp. and L. casei, to all of its yogurt products. Horizon Organic Dairy includes Lactobacillus acidophilus and Bifidobacterium in all its yogurt and cottage cheese products.

Activia is a probiotic yogurt that recently has been heavily advertised in the U.S., and sales of have soared well past the $100 million mark. It has been sold overseas since 1987. Groupe Danone (Dannon), the company manufacturing Activia, cites “Bifidus regularis” as key to its success. But if you look up “Bifidus regularis” in your Bergey’s Manual of Bacteriology, you will come up empty as it is actually the trademarked name of Bifidobacterium animalis strain DN 173 010, registered by Groupe Danone and used in Activia. The US commercials for Activia tout its effectiveness for people who are “bloated and irregular.” However, posts on message boards about Activia indicate that people who do not have irritable bowel syndrome (IBS) or constipation may not benefit from Activia.

A Frost and Sullivan market study noted that convenience and taste are the most important selling points for new probiotic products, and product innovation is a key factor for increasing market share. However, it noted, consumers might resist paying a premium for products whose benefits they do not fully understand.

Few Guidelines Govern Labeling & Product Claims
The safety of probiotics has been generally established, as studies have shown that no pathogenic properties have been found for probiotic Lactobacillus, Bifidobacterium, or Lactococcus. Probiotic microorganisms such as L. acidophilus, Streptococcus lactis, and L. lactis are on the U.S. Food and Drug Administration’s Generally Recognized as Safe (GRAS) list. However, there are currently no guidelines for ensuring that the labels for probiotics are accurate. No independent, third-party organization certifies that probiotics meet their label claims; nor are there requirements in the U.S. for minimum levels of probiotic bacteria. Without regulations, a probiotic product can be marketed without scientific proof for its claims.

The FDA is policing food and supplement packaging to ensure that companies do not try to equate probiotics with disease-curing drugs, and has sent warning letters to several companies. However, minimum levels of bacteria are not regulated or monitored. Levels of 0.1 to 19 billion bacteria are common in dietary supplement products. However, a consumerlabs.com study found that one third of probiotic products do not contain the claimed levels of active bacteria. A European study of 55 products found that only 20 percent contained all of the organisms claimed. The Food and Agriculture Organization (FAO) is also looking into regulatory issues. “As there is little international consensus on the methodology to assess the efficacy and the safety of these products, FAO has commenced work to evaluate and suggest general guidelines for such assessments,” says a statement on its website.

The Power of Probiotics
The lack of regulations does not necessarily mean that the health claims are invalid. There is strong evidence that probiotics have beneficial effects against acute cases of diarrhea. They have also shown promise against Helicobacter pylori, which is responsible for type B gastritis, peptic ulcers, and gastric cancer. Lactic acid bacteria can inhibit the growth of H. pylori and decrease the enzyme activity necessary for the pathogen to remain in the stomach. Probiotics may also play a role in the management of inflammatory bowel diseases (such as Crohn’s disease), but research is in the early stages. Preliminary evidence even suggests that probiotics may prevent or delay the onset of certain cancers such as colon cancer, by modifying the occurrence of microflora which may produce carcinogens such as nitrosamines.

A lot of people feel better after taking probiotics. Are they right for you? You may want to consult with your health care professional for more information. After all, eating bugs may not be such a bad thing.