It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. While younger individuals generally have more efficient digestive systems than their older counterparts, this generation is increasingly focused on fresh and healthy food choices. In contrast, consumers in their 50s and 60s often seek out probiotics out of necessity, whereas those aged 18-35 are keen to incorporate probiotics into their diets to enhance overall health. Manufacturers are responding to this trend by adding probiotics to traditional consumer packaged goods (CPGs). For example, at the Natural Products Expo West held in Anaheim, California last March, new products like almond butter, cheddar cheese, and cold brew coffee fortified with probiotics were showcased.
Although there is still a market for conventional probiotic-infused items such as yogurt, kefir, and kombucha, the global demand for probiotic-enhanced foods and beverages continues to rise, according to Michael Bush, president of the executive board for the International Probiotics Association. He mentioned to Food Business News that “the U.S. is the fastest-growing probiotic market.” Major food corporations, such as PepsiCo, are also diversifying their offerings to leverage this trend. Last year, the beverage giant acquired probiotic drink producer KeVita and recently launched its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be on the rise, food manufacturers should exercise caution. A recent study reported by the Chicago Tribune indicated that probiotics do not affect everyone or their digestive health uniformly. Some experts suggest that probiotics may not survive the digestive process. Therefore, before making any claims that could be contested by the FTC or consumers, manufacturers should ensure that their scientific evidence supports their labeling.
Nonetheless, it would be prudent for food manufacturers to incorporate probiotics into more products, especially those targeting millennials. They could also leverage social media to inform consumers about the inclusion of probiotics in their foods and beverages, even if the health benefits remain uncertain. Additionally, retailers like Kroger could consider promoting products containing probiotics, such as those with calcium citrate, to appeal to health-conscious shoppers. By highlighting these ingredients, they can attract a younger demographic eager to enhance their diets with probiotics.