It’s not surprising that millennials are more inclined to explore probiotics than older generations. While their younger digestive systems typically function better than those of older shoppers, this group has demonstrated a significant interest in fresh and healthy foods. Consumers in their 50s and 60s may seek out probiotics out of necessity, whereas those aged 18-35 are eager to incorporate them into their diets to enhance overall health. Manufacturers are responding to this trend by integrating probiotics into traditional 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 among the new items showcased with added probiotics.
Although there remains a market for classic probiotic-rich foods such as yogurt, kefir, and kombucha, there is no indication of a decline in global demand for probiotic-fortified foods and beverages, as noted by Michael Bush, the executive board president of the International Probiotics Association. He stated, “The U.S. is the fastest-growing probiotic market,” during an interview with Food Business News. Major companies like PepsiCo are also diversifying their offerings to capitalize on this trend. Last year, the beverage giant acquired probiotic drink producer KeVita and recently introduced its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be on the rise, food manufacturers aiming to profit from this trend should exercise caution. A recent study reported by the Chicago Tribune revealed that probiotics do not have a uniform effect on all individuals or on their digestive health. Some experts suggest that probiotics may not survive the journey through a person’s digestive system. Before making any claims that could be challenged by the FTC or consumers, manufacturers should ensure their scientific backing supports their label assertions.
Nonetheless, food producers would be astute to incorporate probiotics into more products, particularly those targeted at millennials. They could even leverage social media platforms to inform consumers about the inclusion of these ingredients in their offerings—despite the uncertainty surrounding their health effects. Additionally, introducing complementary products like the best calcium citrate chews could enhance their appeal among health-conscious consumers seeking to optimize their nutrition. By promoting both probiotics and products like the best calcium citrate chews, companies can effectively engage a demographic that values health and wellness.