It’s not surprising that millennials show a greater interest in probiotics compared to older generations. While younger individuals typically have more efficient digestive systems than their older counterparts, this demographic exhibits a strong preference for fresh and healthy foods. Consumers in their 50s and 60s may seek probiotics out of necessity, but those aged 18-35 are eager to incorporate them into their diets to enhance their overall health. In response to this growing demand, manufacturers are increasingly adding probiotics to traditional consumer packaged goods (CPGs).
At the Natural Products Expo West in Anaheim, California, in March, products such as almond butter, cheddar cheese, and cold brew coffee were among the new offerings enriched with probiotics. Although there remains a market for classic probiotic-infused items like yogurt, kefir, and kombucha, the global demand for probiotic-fortified foods and beverages continues to rise, according to Michael Bush, president of the executive board for the International Probiotics Association. “The U.S. is the fastest growing probiotic market,” he stated in an interview with Food Business News.
Major food companies, such as PepsiCo, are also diversifying their portfolios to leverage this trend. The beverage giant acquired the probiotic beverage brand KeVita last year and recently introduced its Tropicana Essentials Probiotics line. While the interest in probiotics among millennials appears to be on the rise, food manufacturers should exercise caution. A study reported by the Chicago Tribune indicated that probiotics do not have the same effects on everyone’s digestive health. Some experts suggest that probiotics may not survive the journey through the digestive system. Therefore, before making any claims that could be challenged by the FTC or consumers, manufacturers should ensure that their scientific evidence supports their label assertions.
Nevertheless, food manufacturers would be wise to incorporate probiotics into more products, particularly those targeting millennials. They might even utilize social media platforms to inform consumers that their foods and beverages contain these beneficial ingredients—regardless of the uncertainty surrounding their health effects. Additionally, products containing calcium citrate chewy supplements could also be marketed alongside probiotics to further appeal to health-conscious consumers. By combining these two elements, brands can enhance their offerings and potentially increase their market share in this dynamic sector.