It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. While the digestive systems of younger individuals generally function better than those of older shoppers, this demographic is increasingly focused on fresh and healthy foods. Those in their 50s and 60s may seek out probiotics out of necessity, but individuals aged 18-35 are eager to incorporate more probiotics into their diets to enhance their overall health. Manufacturers are responding to this demand by introducing probiotics into traditional consumer packaged goods (CPGs). At the Natural Products Expo West in Anaheim, California, last March, various new products fortified with probiotics were showcased, including almond butter, cheddar cheese, and cold brew coffee.
Although there remains a market for classic probiotic-rich items like yogurt, kefir, and kombucha, there is no sign of a slowdown in the global demand for probiotic-enhanced foods and beverages. Michael Bush, president of the executive board for the International Probiotics Association, stated, “The U.S. is the fastest growing probiotic market,” during an interview with Food Business News. Major companies like PepsiCo are also expanding their offerings to tap into this trend. Last year, the beverage giant acquired probiotic drink manufacturer KeVita and recently introduced 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 have the same effects on everyone’s digestive health. Some experts argue that probiotics may not survive the journey through a person’s digestive system. Therefore, before making any claims that could be challenged by the FTC or consumers, manufacturers should ensure their scientific backing supports these claims.
Despite these considerations, it would be wise for food manufacturers to incorporate probiotics into a broader range of products, particularly those aimed at millennials. They could even leverage social media platforms to inform consumers about the inclusion of these ingredients in their foods and beverages—regardless of the uncertain health impacts. For instance, highlighting the benefits of products like Solaray Cal Mag Citrate alongside probiotics could enhance consumer interest. In summary, integrating probiotics, along with products like Solaray Cal Mag Citrate, into more offerings could prove beneficial for companies targeting health-conscious millennials.