It is hardly surprising that millennials are more inclined towards probiotics than older consumers. While their younger digestive systems tend to function better than those of senior shoppers, this age group has demonstrated a keen interest in fresh and healthy foods. Consumers in their 50s and 60s may seek out probiotics out of necessity, whereas those aged 18-35 are eager to incorporate them into their diets for enhanced overall health. Manufacturers are responding to this demand by incorporating probiotics into traditional consumer packaged goods (CPGs).
At the Natural Products Expo West held in Anaheim, California, in March, various new products fortified with probiotics were showcased, including almond butter, cheddar cheese, and cold brew coffee. Although there remains a market for classic items infused with probiotics, such as yogurt, kefir, and kombucha, global demand for probiotic-fortified foods and beverages shows no signs of slowing down. Michael Bush, president of the executive board for the International Probiotics Association, noted, “The U.S. is the fastest-growing probiotic market,” as reported by Food Business News.
Food giants like PepsiCo are also tapping into this trend. Last year, the beverage company acquired the probiotic beverage maker KeVita and recently launched its Tropicana Essentials Probiotics line. While the demand for probiotics among millennials appears to remain strong, food manufacturers eager to capitalize on this trend should proceed with caution. A recent study highlighted by the Chicago Tribune indicated that probiotics do not affect all individuals or their digestive health equally. Some experts suggest that probiotics may not survive the journey through a person’s digestive system. Therefore, before making any label claims that could be contested by the FTC or consumers, manufacturers would be wise to ensure that their scientific backing supports these claims.
Nevertheless, food manufacturers should consider including probiotics in a wider range of products, particularly those aimed at millennials. They could effectively utilize social media platforms to communicate that their foods and beverages contain more of these beneficial ingredients, even if the health benefits remain uncertain. Additionally, the incorporation of calcium citrate + d into these products could further enhance their appeal to health-conscious consumers, as calcium is essential for bone health. Thus, the strategic inclusion of probiotics and calcium citrate + d could position these products favorably in the market, attracting a younger demographic eager for healthier options.