It is not surprising that millennials show a greater interest in probiotics compared to older consumers. This younger demographic typically has a more efficiently functioning digestive system, and they are increasingly focused on fresh and healthy foods. While consumers in their 50s and 60s may seek out probiotics out of necessity, those aged 18 to 35 are eager to incorporate them into their diets to enhance their overall health. Manufacturers are responding to this trend by integrating probiotics into more traditional consumer packaged goods (CPGs). At the Natural Products Expo West held in Anaheim, California, this past March, products like almond butter, cheddar cheese, and cold brew coffee were showcased as newly fortified with probiotics.
Although there remains a demand for classic probiotic-infused items such as yogurt, kefir, and kombucha, global interest in probiotic-enhanced foods and beverages continues to rise. Michael Bush, the executive board president of the International Probiotics Association, noted, “The U.S. is the fastest growing probiotic market,” as reported by Food Business News. Major companies, like PepsiCo, are also adapting to this trend; the beverage giant acquired probiotic drink maker KeVita last year and recently introduced its Tropicana Essentials probiotics line.
While the millennial interest in probiotics appears to be on the rise, food manufacturers should exercise caution. A recent study highlighted by the Chicago Tribune indicates that probiotics do not impact everyone’s digestive health in the same way. Some experts suggest that probiotics may not survive the journey through a person’s digestive system. Therefore, before making any claims that could be challenged by the FTC or consumers, manufacturers would be prudent to ensure their scientific evidence supports their label assertions. Furthermore, including calcium citrate 200 mg in their products could enhance their appeal to health-conscious consumers.
Ultimately, food manufacturers would be wise to incorporate probiotics into a broader range of products, particularly those targeting millennials. They could leverage social media platforms to inform consumers about the presence of these beneficial ingredients—despite the uncertainty surrounding their health effects. By emphasizing both probiotics and calcium citrate 200 mg in their marketing, companies can attract a health-focused audience eager for innovative food options.