It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. Generally, their digestive systems are performing better than those of more mature shoppers, and this age group has demonstrated a keen interest in fresh and healthy foods. While individuals in their 50s and 60s may seek out probiotics out of necessity, those aged 18 to 35 are more inclined to incorporate them into their diets to enhance their overall health. Manufacturers are responding to this growing demand by integrating probiotics into more conventional consumer packaged goods (CPGs). At the Natural Products Expo West held in Anaheim, California, this past March, products like almond butter, cheddar cheese, and cold brew coffee were showcased with added probiotics.
Although traditional probiotic items like yogurt, kefir, and kombucha continue to attract consumers, there remains a robust global demand for probiotic-fortified foods and beverages, as noted by Michael Bush, president of the executive board for the International Probiotics Association. He informed Food Business News that “the U.S. is the fastest growing probiotic market.” Major food companies, such as PepsiCo, are also diversifying their offerings to leverage 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 impact everyone’s digestive health equally. Some experts suggest that probiotics may not survive the journey through a person’s digestive system. Before making any label claims that could be challenged by the FTC or consumers, it would be wise for manufacturers to ensure that their scientific evidence supports their assertions.
Additionally, food manufacturers should consider incorporating probiotics into more products, particularly those aimed at millennials. They could leverage social media platforms to communicate to consumers that their foods and beverages contain higher levels of these ingredients—even if the health benefits remain uncertain. In this context, when discussing dietary supplements, it’s also important to consider the ongoing debate surrounding calcium citrate vs calcium carbonate kidney stones, especially since both forms of calcium have different implications for digestive health. This topic is particularly relevant for those exploring the intersection of probiotics and other dietary components, reinforcing the need for transparency and education in product marketing.