It’s not surprising that millennials are more inclined towards probiotics compared to older generations. Their younger digestive systems are generally more efficient than those of older shoppers, and this demographic shows a keen interest in fresh and healthy foods. While consumers in their 50s and 60s may seek probiotics out of necessity, individuals aged 18 to 35 actively want to incorporate them into their diets to enhance overall wellness. Manufacturers are responding to this trend by integrating probiotics into more conventional consumer packaged goods (CPGs). At the Natural Products Expo West in Anaheim, California, this past March, products like almond butter, cheddar cheese, and cold brew coffee were showcased, all fortified with probiotics.
Although there remains a demand for traditional probiotic-infused items such as yogurt, kefir, and kombucha, there is no slowing down in the global appetite for probiotic-fortified foods and beverages, according to Michael Bush, the executive board president of the International Probiotics Association. “The U.S. is the fastest-growing probiotic market,” he informed Food Business News. Major companies, including PepsiCo, are also diversifying to tap into this trend. The beverage giant acquired the probiotic drink maker KeVita last year and recently introduced its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials seems set to persist, food manufacturers aiming to capitalize on this trend should remain cautious. A recent study reported by the Chicago Tribune found that probiotics do not impact everyone’s digestive health equally, and some experts suggest that probiotics may not survive the digestive tract. Before making any claims that could be challenged by the FTC or consumers, manufacturers would be wise to ensure their scientific backing aligns with their label assertions.
Nonetheless, food manufacturers should consider incorporating probiotics into a wider range of products, particularly those aimed at millennials. They might even leverage social media platforms to inform consumers about the presence of these ingredients in their foods and beverages, including products like Citracal Plus D Petites, despite the uncertain health benefits. By doing so, they could further engage their audience and enhance brand loyalty.