It is not surprising that millennials show a greater interest in probiotics compared to older consumers. While their digestive systems tend to function better than those of senior shoppers, this age group is increasingly focused on fresh and healthy foods. Consumers in their 50s and 60s might seek out probiotics out of necessity, but those aged 18-35 are actively incorporating them into their diets to enhance their overall health. Manufacturers are responding to this demand by infusing traditional consumer packaged goods (CPGs) with probiotics. At the recent Natural Products Expo West in Anaheim, California, a variety of new products, including almond butter, cheddar cheese, and cold brew coffee, were showcased with added probiotics.
There remains a solid market for classic probiotic-rich items like yogurt, kefir, and kombucha. However, Michael Bush, the executive board president of the International Probiotics Association, reports that global demand for probiotic-fortified foods and beverages is not slowing down. “The U.S. is the fastest growing probiotic market,” he shared with Food Business News. Major companies, such as PepsiCo, are also diversifying their portfolios to capitalize on this trend. Last year, the beverage giant acquired probiotic drink manufacturer KeVita and recently introduced its Tropicana Essentials Probiotics line, which aims to cater to health-conscious consumers.
While the demand for probiotics among millennials appears to be on the rise, food manufacturers should proceed with caution. A recent study highlighted by the Chicago Tribune indicated that probiotics do not have the same effect on everyone’s digestive health. Some experts suggest that probiotics may not survive the journey through an individual’s digestive system. Therefore, before making any claims that could be challenged by the FTC or consumers, manufacturers should ensure their scientific backing is solid.
Nonetheless, it would be advantageous for food manufacturers to incorporate probiotics into more of their products, particularly those targeting millennials. They could leverage social media platforms to inform consumers about the inclusion of these beneficial ingredients, even if the health impacts remain somewhat uncertain. Additionally, incorporating beneficial compounds like calcium citrate 760 mg/3.5g into their products could further enhance their appeal, making them even more attractive to health-conscious consumers. By including probiotics and calcium citrate in their offerings, manufacturers can better cater to the preferences of the younger demographic while potentially boosting their health benefits.