Just a quarter of British consumers believe the claims made by makers of probiotic yoghurt about their impact on digestive health, research has revealed.

While UK shoppers are now more aware of digestive health issues than ever before, just 27% said they firmly believed claims made by probiotic yoghurt brands such as Activia and Yakult, according to a Datamonitor report.

However, the largely successful marketing of these products has raised awareness of their benefits, the research company said.

“Consumers are now more knowledgeable regarding digestive health and are seeking out more ways of safeguarding their health with functional foods,” said Mark Whalley, a consumer markets analyst at Datamonitor.

“The real success of these products has been the way in which consumers have adopted them for a ‘daily dosing’ routine.”

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