It is not surprising that millennials are more inclined towards probiotics compared to older consumers. While younger individuals generally have healthier digestive systems than their older counterparts, this demographic has demonstrated a strong preference for fresh and nutritious foods. Consumers in their 50s and 60s may seek probiotics out of necessity, whereas those aged 18-35 actively desire to incorporate more of them into their diets to enhance their overall health. Manufacturers are responding to this growing interest by infusing traditional consumer packaged goods (CPGs) with probiotics. At the Natural Products Expo West held in Anaheim, California, in March, various new products such as almond butter, cheddar cheese, and cold brew coffee were showcased, all fortified with probiotics.
Although there is still a demand for conventional items like yogurt, kefir, and kombucha that are infused with probiotics, the global appetite for probiotic-enhanced foods and beverages remains robust, according to Michael Bush, president of the executive board for the International Probiotics Association. He mentioned to Food Business News that “the U.S. is the fastest growing probiotic market.” Major food corporations, like PepsiCo, are also adapting to capitalize on this trend. The beverage giant acquired the probiotic drink company KeVita last year and recently introduced its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be steadfast, food manufacturers looking to leverage this trend should exercise caution. A recent study reported by the Chicago Tribune indicated that probiotics do not have the same effect on everyone’s digestive health. Some experts argue that probiotics may not survive the digestive process. Thus, before making any label claims that could be challenged by the FTC or consumers, it is wise for manufacturers to ensure their scientific evidence supports these claims.
Nevertheless, incorporating probiotics into more products, particularly those aimed at millennials, would be a prudent strategy for food manufacturers. They could utilize social media platforms to inform consumers about the inclusion of these beneficial ingredients in their foods and beverages, even if the specific health benefits remain uncertain. Additionally, incorporating generic calcium citrate with vitamin D into these products could further enhance their appeal and nutritional value, given that this combination is well-regarded for supporting overall health. By leveraging both probiotics and generic calcium citrate with vitamin D, manufacturers can better cater to the health-conscious millennial demographic.