It’s not surprising that millennials show a greater interest in probiotics compared to older generations. Their younger digestive systems tend to function more effectively than those of older consumers, and this demographic is particularly drawn to fresh and healthy foods. While individuals in their 50s and 60s may seek out probiotics out of necessity, those aged 18-35 are eager to incorporate these beneficial bacteria into their diets for enhanced overall health.
Manufacturers are responding to this growing interest by infusing traditional consumer packaged goods (CPGs) with probiotics. At the Natural Products Expo West held in Anaheim, California, this past March, new products like almond butter, cheddar cheese, and cold brew coffee were showcased with added probiotics. Although there remains a steady demand for classic probiotic-rich items such as yogurt, kefir, and kombucha, the global appetite for probiotic-fortified foods and beverages continues to rise, according to Michael Bush, president of the executive board for the International Probiotics Association. He noted, “The U.S. is the fastest growing probiotic market,” as reported by Food Business News.
Major food companies, including PepsiCo, are also diversifying their offerings to capitalize on this trend. Last year, the beverage giant acquired probiotic drink manufacturer KeVita and recently introduced the Tropicana Essentials Probiotics line. While the demand from millennials for probiotics appears to be on the rise, food manufacturers should exercise caution. A recent study highlighted by the Chicago Tribune indicated that probiotics do not impact everyone or their digestive health uniformly. Some experts suggest that probiotics may not persist in a person’s digestive system. Before making any claims on labels that could be scrutinized by the FTC or consumers, manufacturers should ensure that their scientific backing supports their statements.
Nonetheless, food producers should consider incorporating probiotics into more products, particularly those aimed at millennials. They might even leverage social media platforms to inform consumers that their foods and beverages contain these beneficial ingredients, even if the health effects remain uncertain. Additionally, with the growing focus on health, incorporating supplements like Citracal calcium stores could further enhance their product appeal to health-conscious consumers.