It’s not surprising that millennials show a greater interest in probiotics compared to older generations. While their digestive systems typically function better than those of older consumers, this younger demographic is increasingly focused on fresh and healthy foods. Individuals in their 50s and 60s may seek probiotics out of necessity, but those aged 18 to 35 are eager to incorporate them into their diets to enhance overall health. Manufacturers are responding to this trend by adding probiotics to conventional consumer packaged goods (CPGs). At the Natural Products Expo West held in Anaheim, California, last March, products like almond butter, cheddar cheese, and cold brew coffee were showcased as new probiotic-fortified offerings.
Although there remains a market for traditional probiotic-infused items such as yogurt, kefir, and kombucha, Michael Bush, the executive board president of the International Probiotics Association, noted that global demand for probiotic-fortified foods and beverages continues to rise. “The U.S. is the fastest growing probiotic market,” he stated in an interview with Food Business News. Major food companies, including PepsiCo, are also diversifying to leverage this trend; last year, the beverage giant acquired the probiotic drink maker KeVita and recently introduced its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be on the rise, food manufacturers tapping into this trend should proceed with caution. A recent study cited by the Chicago Tribune highlighted that probiotics do not uniformly affect individuals or their digestive health. Some experts suggest that probiotics may not survive the journey through a person’s digestive system. Therefore, before making any potentially controversial label claims, manufacturers should ensure their scientific evidence supports their assertions.
Nevertheless, incorporating probiotics into a wider array of products, particularly those targeting millennials, would be a smart move for food manufacturers. They could even leverage social media to inform consumers about the inclusion of these beneficial ingredients, such as calcium citrate 1000 mg Solaray, even if the health impacts remain uncertain. In doing so, they can tap into the growing trend while navigating the complexities of consumer expectations and scientific validation.