Culture Revolution

摘要

The momentum behind probiotic foods seems to be growing in direct proportion to the gray hairs appearing on Baby Boomer temples. That generation started the yogurt boom back in the '60s, when the tart concoction became a staple of the hip and natural. Since then, they've passed it onto their kids and grandkids. Today, the approximately $3 billion retail market for friendly bacteria is still dominated by yogurt, but signs of change and diversity among product offerings have piqued interest in the category once again. Aging Boomers like the effects of active cultures in their aging gastrointestinal systems more than the cachet. Since this column last took a look at this market in the March 2001 issue, probiotics such Lactobacillus bulgaricus and Streptococcus thermophilus have received considerable press for their ability to boost the immune system, ward off cancer, and reduce the incidence of colds and flu.