Fermentation and live cultures contents in food are perceived by consumers as healthier because these provide a wellness halo while Covid-19 is accelerating the pursue of such products.
Gut bacteria play a significant role in this perception. This infographic of a survey conducted by Kantar Gallup on consumers of Probiotics and Prebiotics as a dietary supplement and how they would perceive live cultures in food and beverage products, their willingness to pay for it and profile of consumer in Europe.
