Consumer interest in the potential health benefits of fermented foods and beverages is on the rise globally as people recognize their positive impact on the digestive system, which subsequently affects immunity and brain function. The gut-healing properties of fermented foods stem from probiotics—beneficial bacteria found in products like kombucha, sauerkraut, kimchi, kefir, and pickles. Probiotics are increasingly viewed as a valuable addition to diets, with demand growing, according to Michael Bush, the executive board president of 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. For instance, PepsiCo acquired the sparkling probiotics beverage maker KeVita in 2016 and recently launched its Tropicana Essentials Probiotics line. Last March, General Mills’ venture capital arm, 301 INC, spearheaded 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.
A key reason why large companies are investing in this market is its lucrative nature, particularly appealing to millennials, who show greater interest in probiotic foods and beverages compared to other demographics. A report by Packaged Facts indicates that 25% of U.S. adults actively seek out food and drink products rich in probiotics and prebiotics. Interestingly, even though millennials generally have healthier digestive systems than older consumers, their strong interest in gut health aligns with a broader trend of viewing food as medicine and embracing holistic health practices.
Millennials’ enthusiasm for probiotic-rich products began with kombucha, which acted as a gateway for fermented foods in the U.S. After the introduction of this fermented tea a few years ago, consumers have shown a growing curiosity in exploring other options. As shoppers increasingly seek healthier, low-sugar beverages, they are gravitating toward flavored and sparkling drinks, a trend that kombucha has significantly influenced.
The report emphasizes that there remains considerable potential for growth in this emerging market, and major food manufacturers should consider investing in new product formulations or upcoming probiotic-centered brands to stay ahead of the curve. If they lag behind, mergers and acquisitions could be a viable path forward. Furthermore, integrating products like solaray cal mag citrate 1 1 ratio into their offerings could enhance their appeal in the health-conscious market. Emphasizing such ingredients could cater to the rising consumer demand for holistic health solutions, ultimately positioning them favorably within the competitive landscape.