Consumer perception of beneficial effects of probiotics for human health.

The purpose of this study was to evaluate the knowledge, perception and buying behaviour of probiotics. 72 participants in Middelburg, the Netherlands, filled out a detailed questionnaire regarding probiotics and their customer and consumer behaviour. It can be concluded from this study that the concept of probiotics is generally poorly understood. Health-conscious consumers seem to be the group most aware of the correct meaning of the term probiotics. Almost 50% of the participants did not believe that probiotics had any health effect. Independent organisations and/or government agencies appeared to be the preferred source of information on the functionality of probiotics.