It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. Their younger digestive systems generally perform better than those of older shoppers, but this demographic is particularly keen on fresh and healthy foods. While consumers in their 50s and 60s may seek out probiotics out of necessity, those aged 18-35 are incorporating 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 in Anaheim, California, this past March, products like almond butter, cheddar cheese, and cold brew coffee were among the new probiotic-fortified offerings showcased.
Although there is still a demand for traditional probiotic-infused items such as yogurt, kefir, and kombucha, global interest in probiotic-enhanced foods and beverages continues to rise, as noted by Michael Bush, the executive board president of the International Probiotics Association. “The U.S. is the fastest growing probiotic market,” he shared with Food Business News. Major food companies, including PepsiCo, are also diversifying their portfolios to leverage this trend. Last year, the beverage giant acquired the probiotic drink producer KeVita and recently introduced its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be on the rise, it’s essential for food manufacturers aiming to capitalize on this trend to exercise caution. A recent study reported by the Chicago Tribune indicated that probiotics do not affect everyone’s digestive health uniformly. Some experts assert that probiotics may not survive the digestive process once ingested. Thus, before making any claims that might be contested by the FTC or consumers, manufacturers should ensure that their scientific backing supports their label assertions.
Moreover, food manufacturers should seriously consider incorporating probiotics into a broader range of products, especially those aimed at millennials. Utilizing social media platforms to communicate the presence of these ingredients could be beneficial — even if the health benefits remain somewhat uncertain. Additionally, as the discussion around calcium citrate vs malate continues, producers might explore how these forms of calcium could complement probiotic offerings, thereby enriching their product lines further. Ultimately, embracing the trend of probiotics while being mindful of scientific accuracy will be key for success in the evolving market landscape.