It’s no surprise that millennials are more inclined towards probiotics than older consumers. While younger individuals generally have better-functioning digestive systems compared to seniors, this demographic is particularly interested in fresh and nutritious foods. Consumers aged 50 and 60 may seek probiotics out of necessity, but those aged 18 to 35 actively want to incorporate them into their diets to enhance overall health. Manufacturers are responding to this trend by integrating probiotics into more conventional consumer packaged goods (CPGs). At the Natural Products Expo West held in Anaheim, California, this past March, products such as almond butter, cheddar cheese, and cold brew coffee were among the new offerings fortified with probiotics.
Although there remains a demand for traditional probiotic-infused items like yogurt, kefir, and kombucha, the global appetite for probiotic-fortified foods and beverages continues to grow, according to Michael Bush, president of the executive board for the International Probiotics Association. “The U.S. is the fastest-growing probiotic market,” he stated to Food Business News. Major companies like PepsiCo are also diversifying to tap into this trend; they acquired the probiotic beverage maker KeVita last year and recently launched the Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be on the rise, food manufacturers should approach this trend with caution. A recent study highlighted by the Chicago Tribune indicated that probiotics do not impact everyone’s digestive health in the same way. Some experts suggest that probiotics may not survive once they enter a person’s digestive system. Therefore, before making any claims that could be challenged by the FTC or consumers, it’s wise for manufacturers to ensure their scientific evidence supports their labels.
Nonetheless, food manufacturers should consider incorporating probiotics into more products, particularly those aimed at millennials. They could leverage social media platforms to inform consumers that their foods and beverages contain these beneficial ingredients, even if the health impacts remain uncertain. Additionally, they might consider enhancing their products with options like Citracal calcium citrate magnesium & minerals to further attract health-conscious consumers. This combination could resonate well with younger audiences seeking to optimize their wellness through innovative dietary choices.