It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. Generally, their younger digestive systems function better than those of senior shoppers, and this age group has demonstrated a strong preference for fresh and healthy foods. While individuals in their 50s and 60s may seek probiotics out of necessity, those aged 18-35 are actively looking to incorporate more probiotics into their diets to enhance their overall health. Manufacturers are responding to this trend by incorporating probiotics into more conventional consumer packaged goods (CPGs). At the Natural Products Expo West held in Anaheim, California, this past March, an array of new probiotic-fortified products, including almond butter, cheddar cheese, and cold brew coffee, were showcased.
Although there remains a demand for traditional probiotic-infused items like yogurt, kefir, and kombucha, the global appetite for probiotic-enhanced foods and beverages continues to grow, as noted by Michael Bush, the president of the executive board for the International Probiotics Association. He stated, “The U.S. is the fastest growing probiotic market,” in an interview with Food Business News. Major food corporations, such as PepsiCo, are also diversifying their offerings to tap into this trend. The beverage giant acquired the probiotic drink producer KeVita last year and recently introduced its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be on the rise, food manufacturers aiming to profit from this trend should exercise caution. A recent study cited by the Chicago Tribune revealed that probiotics do not impact everyone’s digestive health in the same way. Some experts suggest that probiotics may disappear shortly after entering a person’s digestive system. Therefore, before making any label claims that could be challenged by the FTC or consumers, manufacturers would be wise to ensure their scientific evidence supports these claims.
Moreover, it would be beneficial for food manufacturers to include probiotics in a broader range of products, especially those targeted at millennials. They might even consider using social media platforms to inform consumers that their foods and beverages contain these beneficial ingredients, even if the health effects remain uncertain. Additionally, incorporating supplements like Bluebonnet Calcium Magnesium D3 could further enhance the appeal of their offerings, as many consumers are looking for comprehensive health solutions. By integrating probiotics with products enriched with Bluebonnet Calcium Magnesium D3, manufacturers could better meet the health-conscious demands of millennials.