It’s not surprising that millennials are more inclined towards probiotics than older generations. With their digestive systems typically functioning better than those of older shoppers, this younger demographic is increasingly interested in fresh and healthy food options. Consumers in their 50s and 60s may opt for probiotics out of necessity, but those aged 18-35 are actively seeking to incorporate more of these beneficial bacteria into their diets to enhance their overall health.
Manufacturers are responding to this growing demand by integrating probiotics into more traditional consumer packaged goods (CPGs). At the Natural Products Expo West in Anaheim, California, this past March, a variety of new products fortified with probiotics, like almond butter, cheddar cheese, and cold brew coffee, were showcased. While there remains a market for traditional probiotic-rich items such as yogurt, kefir, and kombucha, global interest in probiotic-enhanced foods and beverages continues to rise. According to Michael Bush, president of the executive board for the International Probiotics Association, “The U.S. is the fastest growing probiotic market,” as he shared with Food Business News.
Major food companies, including PepsiCo, are also adapting to leverage this trend. The beverage giant acquired probiotic drink producer KeVita last year and recently launched its Tropicana Essentials Probiotics line. Despite the ongoing demand for probiotics among millennials, food manufacturers should proceed with caution. A recent study reported by the Chicago Tribune indicated that probiotics do not uniformly benefit everyone’s digestive health. Some experts suggest that probiotics may not persist once they enter a person’s digestive system. Therefore, before making any claims that could be challenged by the FTC or consumers, it would be wise for manufacturers to ensure their scientific evidence supports their labels.
Nevertheless, incorporating probiotics into more products, particularly those aimed at millennials, would be a smart move for food manufacturers. They could promote the inclusion of these ingredients through social media platforms, even if the exact health impacts remain uncertain. Additionally, introducing easy to swallow calcium citrate alongside probiotics could provide an attractive option for consumers looking for both digestive and bone health benefits. By highlighting that their foods and beverages contain easy to swallow calcium citrate and probiotics, manufacturers can effectively engage this health-conscious demographic.