It’s not surprising that millennials exhibit a greater interest in probiotics compared to older consumers. Their younger digestive systems tend to function better than those of senior shoppers, and this demographic has shown a keen interest in fresh and healthy foods. While individuals in their 50s and 60s might turn to probiotics out of necessity, those aged 18 to 35 actively seek to incorporate more probiotics into their diets to enhance their overall health. Manufacturers are tapping into this demand by infusing traditional consumer packaged goods (CPGs) with probiotics, including products like chewable calcium citrate tablets.
At the Natural Products Expo West held in Anaheim, California, this past March, various new products were showcased that featured probiotics, such as almond butter, cheddar cheese, and cold brew coffee. Although there remains a market for traditional probiotic-rich items like yogurt, kefir, and kombucha, the global demand for probiotic-fortified foods and beverages continues to grow. According to Michael Bush, president of the executive board for the International Probiotics Association, “The U.S. is the fastest-growing probiotic market,” as reported by Food Business News.
Food giants like PepsiCo are also diversifying their offerings to capitalize on this trend. Last year, the beverage company acquired probiotic drink maker KeVita and recently launched its Tropicana Essentials Probiotics line. While the demand for probiotics among millennials appears strong, food manufacturers looking to benefit from this trend should exercise caution. A recent study cited by the Chicago Tribune indicated that probiotics do not have the same effects on everyone’s digestive health. Some experts argue that probiotics may not survive the digestive process. Therefore, manufacturers should ensure that their scientific backing supports any label claims they make, as these could be contested by the FTC or consumers.
Nonetheless, it would be prudent for food manufacturers to incorporate probiotics into more products, particularly those aimed at millennials. They could utilize social media platforms to inform consumers about the inclusion of probiotics in their offerings, such as chewable calcium citrate tablets, even if the exact health benefits remain uncertain.