Consumer Attitudes Toward Use of Probiotic Cultures

Some probiotic cultures appear to modulate the immune system, improve lactose intolerance, resolve some bacterial and viral diarrheal diseases, reduce symptoms associated with inflammatory bowel disease, lower blood cholesterol, and protect against some cancers. Focus groups were used to determine consumer familiarity with probiotic bacteria and response to benefits, information source, potential health claims, and dietary sources. Some consumers were skeptical that probiotic cultures could be effective. Information is more credible if it is consistent with existing beliefs and endorsed by recognized health experts. Consumers aware of “friendly bacteria” in yogurt were more likely to accept the potential benefits of probiotic cultures than consumers unaware of beneficial bacteria. Some consumers were so sensitive to the risks of pathogenic bacteria that the concept of beneficial bacteria was not credible.