Global consumer interest in the health benefits of fermented foods and beverages is on the rise as people become increasingly aware of their positive effects on the digestive system, which in turn plays a crucial role in immunity and brain function. The gut-healing properties of fermented foods stem from probiotics, or beneficial bacteria, commonly found in items like kombucha, sauerkraut, kimchi, kefir, and pickles. Additionally, consumers are showing a growing interest in probiotics as a valuable addition to their diets, with demand steadily increasing, according to Michael Bush, the executive board president of the International Probiotics Association. “The U.S. is the fastest-growing probiotic market,” he shared with Food Business News.
Food manufacturers are eager to capitalize on these trends. In 2016, PepsiCo acquired the sparkling probiotics beverage company KeVita and recently introduced its Tropicana Essentials Probiotics line. Last March, General Mills’ venture capital arm, 301 INC, led a $6.5 million Series D funding round for Farmhouse Culture, a startup specializing in fermented and probiotic foods and beverages. Furthermore, Peet’s Coffee participated in a $7.5 million Series B funding round for Revive Kombucha last August.
A significant factor driving large companies to invest in this market is its profitability, particularly among millennials, who show a greater fascination with probiotic foods and drinks compared to other age groups. A report by Packaged Facts revealed that 25% of U.S. adults actively seek food and beverage products rich in probiotics and prebiotics. Interestingly, while it might seem unusual for millennials—whose younger digestive systems typically function better than those of older consumers—to be the most interested in gut health, this trend reflects a broader movement towards viewing food as medicine and embracing holistic health practices.
Millennials’ enthusiasm for probiotic-enriched products began with kombucha, which served as an entry point for fermented foods into the U.S. market. Following the introduction of this fermented tea a few years ago, consumers have become increasingly curious about other offerings. As shoppers search for healthier and lower-sugar beverage options, they are gravitating towards flavored and sparkling products, an area where kombucha has successfully paved the way.
The report emphasizes that there is still ample opportunity for growth within this emerging sector, and major food manufacturers would be prudent to invest in new product formulations or up-and-coming probiotic-focused brands to stay ahead of the curve. If they lag behind, mergers and acquisitions may be a viable option to consider.
In this context, products like Nature’s Way Calcium Citrate 500 mg can complement the growing trend towards health-oriented choices, as consumers seek a holistic approach to their overall well-being. By integrating such supplements along with probiotic-rich foods, individuals can further enhance their digestive health and immunity, reinforcing the connection between diet and wellness in the modern consumer landscape.