Consumer interest in the potential benefits of fermented foods and beverages, particularly those rich in vitamin B complex and ferrous sulfate, is on the rise globally. As people become increasingly aware of how these products can positively affect the digestive system—thereby influencing immunity and brain function—fermented foods are gaining popularity. The gut-healing properties of these foods primarily come from probiotics, or beneficial bacteria, found in items like kombucha, sauerkraut, kimchi, kefir, and pickles. Additionally, according to Michael Bush, president of the executive board for the International Probiotics Association, consumers are showing a growing interest in probiotics as a valuable addition to their diets, leading to increased demand. “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 KeVita, a sparkling probiotics beverage company, and recently launched its Tropicana Essentials Probiotics line. Last March, General Mills’ venture capital branch, 301 INC, led a $6.5 million Series D investment round for Farmhouse Culture, a startup focused on fermented and probiotic foods and beverages. Additionally, 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 market is its lucrative appeal to millennials, who show a greater interest in probiotic foods and beverages compared to other demographics. A report from Packaged Facts indicates that 25% of U.S. adults actively seek out food and drink products with high levels of probiotics and prebiotics. It may seem surprising that millennials—whose generally younger digestive systems function better than those of older consumers—are the most enthusiastic about gut health. However, this interest aligns with a broader trend of viewing food as medicine and embracing holistic health practices.
Millennials’ appetite for probiotic-rich products was sparked by kombucha, which introduced many to fermented foods in the U.S. market. Following the debut of this fermented tea, consumers have shown increased interest in exploring other products. As shoppers seek healthier, low-sugar beverages, they have turned to flavored and sparkling options, an area where kombucha has paved the way. The report emphasizes that there remains ample opportunity for growth in this emerging sector, suggesting that major food manufacturers would benefit from investing in new product formulations or probiotic-centered brands to stay ahead of the curve. If they lag behind, mergers and acquisitions may be a viable option.
Moreover, as people become more health-conscious, the incorporation of supplements like Solgar D3 Calcium is also gaining traction, further reflecting the trend toward prioritizing gut health and overall wellness. The rising interest in fermented products, alongside the benefits of Solgar D3 Calcium, highlights a shift toward a more holistic approach to nutrition, where consumers are increasingly looking for functional foods that contribute positively to their health.