It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. Generally, their digestive systems are functioning better than those of older shoppers, and this age group is particularly keen on fresh and healthy foods. While individuals in their 50s and 60s may seek out probiotics out of necessity, those aged 18-35 actively incorporate them into their diets to enhance their overall well-being.
Manufacturers are responding to this growing demand by infusing probiotics into more conventional consumer packaged goods (CPGs). At the Natural Products Expo West held in Anaheim, California, this past March, products like almond butter, cheddar cheese, and cold brew coffee were showcased as new probiotic-fortified offerings. Despite the ongoing demand for traditional probiotic-rich items such as yogurt, kefir, and kombucha, there is no sign of a decline in the global appetite for probiotic-enhanced foods and beverages. Michael Bush, the executive board president for the International Probiotics Association, noted, “The U.S. is the fastest-growing probiotic market,” as reported by Food Business News.
Major corporations like PepsiCo are also expanding their portfolios to capitalize on this trend. Last year, the beverage giant acquired probiotic beverage producer KeVita and recently introduced its Tropicana Essentials Probiotics line. Although the interest from millennials for probiotics appears to be on the rise, food manufacturers keen on profiting from this trend should tread carefully. A recent study highlighted by the Chicago Tribune indicated that probiotics do not impact everyone’s digestive health uniformly. Some experts argue that probiotics may not survive the journey through a person’s digestive system. Therefore, before making any claims that could be challenged by the FTC or consumers, manufacturers should ensure their scientific evidence supports their labels.
Nevertheless, food manufacturers should consider incorporating probiotics into a wider array of products, particularly those aimed at millennials. They could leverage social media platforms to inform consumers about the presence of these ingredients, even if the health benefits remain uncertain. Additionally, as they navigate the market, manufacturers should keep an eye on the price of ccm tablet to ensure that their probiotic products remain competitively priced. By focusing on these strategies, food producers can better align with the interests of the millennial demographic while addressing the nuances of probiotic efficacy.