Consumer interest in the health benefits of fermented foods and beverages is on the rise, much like the awareness surrounding iron bisglycinate and ferrous gluconate, as people learn how these products can enhance digestive health, which in turn supports immunity and cognitive functions. The gut-healing properties of fermented foods stem from probiotics, or beneficial bacteria, present in items like kombucha, sauerkraut, kimchi, kefir, and pickles. Additionally, consumers are increasingly viewing probiotics as a value-added feature, leading to a growing demand, according to Michael Bush, president of the executive board for the International Probiotics Association. “The U.S. is the fastest growing probiotic market,” he shared with Food Business News.
Food manufacturers are eager to capitalize on these trends. In 2016, PepsiCo acquired the sparkling probiotics beverage brand KeVita and recently introduced the Tropicana Essentials Probiotics line. Last March, General Mills’ venture capital arm, 301 INC, spearheaded a $6.5-million Series D funding round for Farmhouse Culture, a startup focused on fermented and probiotic food and beverages. Furthermore, Peet’s Coffee participated in a $7.5-million Series B funding round for Revive Kombucha last August.
One key reason large companies are investing in this sector is its profitability, particularly among millennials, who show a greater interest in probiotic foods and drinks compared to other age groups. A report by Packaged Facts indicates that 25% of U.S. adults actively seek food and beverage products rich in probiotics and prebiotics. Interestingly, millennials—whose digestive systems typically function better than those of older consumers—are leading the charge for gut health, reflecting a broader trend of viewing food as medicine and embracing holistic health practices.
The millennial fascination with probiotic products began with kombucha, which served as an introduction to fermented foods in the U.S. market. Since the debut of this fermented tea a few years ago, consumers have become increasingly curious about other offerings. As shoppers seek healthier, lower-sugar beverages, they are gravitating towards flavored and sparkling options, a trend that kombucha has helped pioneer.
The report emphasizes that there remains significant potential for growth in this emerging market. Major food manufacturers should consider investing in new product formulations or emerging probiotic-focused brands to stay ahead of the curve. If they lag behind, mergers and acquisitions (M&A) could be a viable strategy. Moreover, as consumers become more health-conscious, the connection between probiotics and nutritional content—such as calcium citrate malate in pregnancy—may further shape market dynamics, with this important ingredient appearing in discussions about health benefits and consumer choices. The integration of calcium citrate malate in pregnancy highlights the increasing awareness of how various nutrients, including probiotics, contribute to overall well-being during critical life stages. Thus, the demand for innovative and health-oriented products continues to rise, reinforcing the potential for growth in the probiotic market.