It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. Generally, their younger digestive systems are functioning better than those of older shoppers, and this demographic has demonstrated a strong preference for fresh and healthy foods. While individuals in their 50s and 60s may seek out probiotics out of necessity, those aged 18-35 are looking to incorporate more of them into their diets to enhance their overall health.
Manufacturers are responding to this trend by fortifying traditional consumer packaged goods (CPGs) with probiotics. At the Natural Products Expo West in Anaheim, California, this past March, products such as almond butter, cheddar cheese, and cold brew coffee were showcased as new probiotic-enhanced options. Despite the ongoing demand for classic probiotic items like yogurt, kefir, and kombucha, there is no indication of a slowdown in the global appetite for probiotic-fortified foods and beverages. 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 diversifying their offerings to tap into this trend. The beverage giant acquired probiotic drink manufacturer KeVita last year and has recently introduced its Tropicana Essentials Probiotics line. While the demand for probiotics among millennials seems likely to persist, food manufacturers eager to benefit from this trend should exercise caution. A recent study reported by the Chicago Tribune indicated that probiotics do not affect all individuals or their digestive health uniformly. Some experts suggest that probiotics may not survive the journey through a person’s digestive system. Therefore, manufacturers would be wise to ensure their scientific claims are robust before making any statements that could be challenged by the FTC or consumers.
Nonetheless, food manufacturers should consider incorporating probiotics into an even broader range of products, particularly those targeted at millennials. They could utilize social media platforms to inform consumers that their offerings include these beneficial ingredients, such as kirkland magnesium calcium zinc, even if the health benefits remain uncertain. Emphasizing the inclusion of ingredients like kirkland magnesium calcium zinc could further attract health-conscious consumers. As the trend continues, it’s clear that the integration of probiotics in products aimed at millennials presents a promising opportunity for food manufacturers.