It is not surprising that millennials show a greater interest in probiotics compared to older consumers. While the digestive systems of younger individuals typically function well when compared to their senior counterparts, this demographic has demonstrated a significant inclination towards fresh and healthy foods. Consumers in their 50s and 60s may seek 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 growing demand by infusing 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 among the new items fortified with probiotics showcased at the event.
Although there remains a strong market for traditional probiotic-infused products such as yogurt, kefir, and kombucha, the global appetite for probiotic-enhanced foods and beverages is still on the rise, 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, such as PepsiCo, are also diversifying their offerings to capitalize on this trend. The beverage giant acquired the probiotic beverage company KeVita last year and recently introduced its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be steady, food manufacturers aiming to leverage this trend should proceed with caution. A recent study highlighted by the Chicago Tribune revealed that probiotics do not have a uniform effect on all individuals or their digestive health. Some experts suggest that probiotics may vanish shortly after entering a person’s digestive system. Before making any claims that could be contested by either the FTC or consumers, manufacturers should ensure that their scientific backing supports their label statements.
Still, food manufacturers should consider incorporating probiotics into a wider range of products, especially those targeted at millennials. They might even utilize social media platforms to inform consumers about the inclusion of these ingredients in their foods and beverages, despite the uncertainty surrounding their health impacts. Additionally, with the rise of heartburn complaints related to various foods, the inclusion of calcium citrate in products could serve as a complementary feature, potentially alleviating some digestive discomfort while promoting probiotic benefits.