Consumer interest in the health benefits of fermented foods and beverages is increasing globally as people recognize their positive effects on the digestive system, which also influences immunity and brain function. The gut-healing properties of fermented foods stem from probiotics, the beneficial bacteria found in products like kombucha, sauerkraut, kimchi, kefir, and pickles. Additionally, consumers are seeking out probiotics as a value-added feature, and demand is on the rise, according to Michael Bush, president of the executive board for the International Probiotics Association. “The U.S. is the fastest-growing probiotic market,” he informed Food Business News.
Food manufacturers are eager to capitalize on these trends. In 2016, PepsiCo acquired the probiotic beverage company KeVita and recently launched its Tropicana Essentials Probiotics line. In March, 301 INC, the venture capital arm of General Mills, led a $6.5 million Series D investment round for Farmhouse Culture, a startup focused on fermented and probiotic foods and beverages. Peet’s Coffee also participated in a $7.5 million Series B funding round for Revive Kombucha last August.
A significant reason large corporations are investing in this sector is its profitability, particularly among millennials, who show a greater interest in probiotic foods and beverages compared to other age groups. A report by Packaged Facts reveals that 25% of U.S. adults actively seek food and drink products with high levels of probiotics and prebiotics. While it may seem surprising that millennials, whose digestive systems generally function better than those of older generations, are the most engaged with gut health, this trend reflects a broader interest in food as medicine and other holistic health movements.
The millennial fascination with probiotic products began with kombucha, which introduced fermented foods to the U.S. market. After the arrival of this fermented tea, consumer curiosity expanded to other products. As shoppers increasingly seek healthier, lower-sugar beverages, they are gravitating toward flavored sparkling options, another area where kombucha has paved the way. As highlighted in the report, there is ample opportunity for growth in this emerging market, and major food manufacturers would be prudent to invest in new product formulations or up-and-coming probiotic-focused brands to remain ahead of the curve. If they lag behind, mergers and acquisitions may be a viable option.
In this context, the concept of calcium citrate half-life becomes relevant, as it pertains to the absorption and effectiveness of certain nutrients in the body, including probiotics. Understanding the calcium citrate half-life can enhance product formulations that cater to health-conscious consumers, enabling brands to better meet the demands of the market. As the interest in probiotics continues to grow, knowledge of nutritional components like calcium citrate half-life will play a crucial role in the development of innovative products.