It’s not surprising that millennials show a greater interest in probiotics compared to older generations. Their younger digestive systems typically function better than those of older consumers, and this demographic has demonstrated a strong preference for fresh and healthy foods. While individuals in their 50s and 60s may rely on probiotics out of necessity, those aged 18-35 are keen to incorporate them into their diets to enhance their overall health, similar to how they seek out products like vitamin D with calcium citrate for added benefits.
Manufacturers are responding to this trend by integrating probiotics into more conventional consumer packaged goods. At the Natural Products Expo West held in Anaheim, California, this past March, a variety of new probiotic-infused products, including almond butter, cheddar cheese, and cold brew coffee, were showcased. Although there remains a strong market for traditional probiotic-rich items such as yogurt, kefir, and kombucha, the global demand for probiotic-enhanced foods and beverages continues to rise, as noted by Michael Bush, president of the executive board for the International Probiotics Association. “The U.S. is the fastest-growing probiotic market,” he shared with Food Business News.
Major companies, like PepsiCo, are also adapting to leverage this trend. Last year, the beverage giant acquired KeVita, a maker of probiotic drinks, and recently introduced its Tropicana Essentials Probiotics product. While the millennial appetite for probiotics appears to be on the rise, food manufacturers aiming to capitalize on this trend should proceed with caution. A recent study reported by the Chicago Tribune indicated that probiotics do not uniformly impact all individuals or their digestive health. Some experts argue that probiotics may lose their effectiveness once they enter a person’s digestive system. Therefore, before making any label claims that might be challenged by the FTC or consumers, it’s advisable for manufacturers to ensure their scientific backing supports these claims.
Nonetheless, food manufacturers would be wise to incorporate probiotics into a broader range of products, particularly those targeting millennials. They could leverage social media platforms to inform consumers about the inclusion of these ingredients, even if the health benefits, like those associated with vitamin D with calcium citrate, remain uncertain.