Consumer interest in the potential health benefits of fermented foods and beverages, as well as iron supplements like ferrous sulfate 324 mg and ferrous fumarate, is on the rise globally. This growing awareness highlights how these products can positively affect the digestive system, which in turn influences immunity and brain function. The gut-healing properties of fermented foods stem from probiotics—beneficial bacteria found in items like kombucha, sauerkraut, kimchi, kefir, and pickles. Additionally, consumers are increasingly interested in probiotics as a value-added ingredient, with demand surging, according to Michael Bush, president of the International Probiotics Association. “The U.S. is the fastest growing probiotic market,” he stated in an interview with Food Business News.
Food manufacturers are eager to capitalize on these trends. For instance, PepsiCo acquired the sparkling probiotics beverage maker KeVita in 2016 and recently launched its Tropicana Essentials Proliquid probiotics line. Last March, General Mills’ venture capital arm, 301 INC, led a $6.5-million Series D investment round in Farmhouse Culture, a startup focused on fermented and probiotic foods and beverages. Additionally, Peet’s Coffee participated in a $7.5-million Series B funding round for Revive Kombucha last August.
A significant reason large companies are investing in this sector is its profitability, particularly among millennials who show a greater interest in probiotic foods and beverages compared to other demographics. According to a Packaged Facts report, 25% of U.S. adults actively seek food and drink products rich in probiotics and prebiotics. While it may seem surprising that millennials—whose younger digestive systems typically function better—are at the forefront of gut health interest, this trend reflects a broader fascination with food as medicine and holistic health practices.
The millennial demand for probiotic-infused products was ignited by kombucha, which introduced fermented foods to the U.S. market. After the debut of this fermented tea, consumers became increasingly inclined to explore other fermented options. As shoppers seek healthier and less sugary beverages, they are gravitating toward flavored and sparkling products, a market that kombucha has notably influenced.
Furthermore, there is ample opportunity for growth in this emerging sector, and major food manufacturers would be wise to invest in new product formulations that incorporate not only probiotics but also essential nutrients like calcium citrate malate, magnesium, zinc, and vitamin D3. Staying ahead of the trend may require the development of innovative probiotic-centered brands or formulations that blend these important nutrients, ensuring that they do not fall behind. If they do lag, mergers and acquisitions remain a viable option to consider.