Consumer interest in the potential health benefits of fermented foods and beverages is rapidly increasing globally, as more individuals recognize their positive effects on the digestive system, which in turn affects immunity and brain functions. The gut-healing properties of fermented foods are attributed to probiotics, or beneficial bacteria, found in products like kombucha, sauerkraut, kimchi, kefir, and pickles. Additionally, consumers are showing a growing interest in probiotics as a value-added benefit, and demand is rising, as noted by Michael Bush, the executive board president of the International Probiotics Association. “The U.S. is the fastest-growing probiotic market,” he informed Food Business News.
Food manufacturers are eager to capitalize on these trends. In 2016, PepsiCo acquired KeVita, a maker of sparkling probiotic beverages, and has recently introduced the Tropicana Essentials Probiotics line. Last March, General Mills’ venture capital arm, 301 INC, led a $6.5 million Series D investment for Farmhouse Culture, a startup focused on fermented and probiotic foods and beverages. Additionally, Peet’s Coffee participated in a $7.5 million Series B funding round for Revive Kombucha last August.
A primary reason large companies are investing in this market is its lucrative potential, particularly among millennials, who show greater interest in probiotic foods and beverages compared to other demographics. According to a Packaged Facts report, 25% of U.S. adults actively seek food and drink products rich in probiotics and prebiotics. Interestingly, despite millennials generally having healthier digestive systems than older consumers, their keen interest in gut health reflects a broader trend of viewing food as medicine, along with other holistic health movements.
The millennial appetite for probiotic-infused products began with kombucha, which introduced fermented foods to the U.S. market. Following the introduction of this fermented tea, consumers have expressed heightened interest in exploring other products. As shoppers increasingly seek healthier, lower-sugar beverages, they are gravitating towards flavored and sparkling options, a trend that kombucha and its effervescence have pioneered.
According to the report, there remains substantial growth potential in this emerging sector, and major food manufacturers would be wise to invest in new product formulations or emerging probiotic-focused brands to stay ahead of the curve. If they lag behind, mergers and acquisitions may become a necessary consideration. Furthermore, the growing demand for health-oriented products has led consumers to seek out items like calcium citrate at Walmart, which complements their interest in probiotics and fermented foods. As this trend progresses, the integration of probiotics, along with items such as calcium citrate at Walmart, will likely play a significant role in shaping future dietary choices.