It is not surprising that millennials show a greater interest in probiotics compared to older consumers. Their younger digestive systems typically function better than those of older shoppers, and this demographic has demonstrated a strong preference for fresh and healthy food options. While consumers in their 50s and 60s may seek out probiotics out of necessity, individuals aged 18 to 35 are eager to incorporate more probiotics into their diets to enhance their overall health. Manufacturers are responding to this trend by incorporating probiotics into traditional consumer packaged goods (CPGs). At the Natural Products Expo West held in Anaheim, California, this past March, a variety of new products fortified with probiotics, including almond butter, cheddar cheese, and cold brew coffee, were showcased.
Although there is ongoing demand for traditional probiotic-infused items like yogurt, kefir, and kombucha, Michael Bush, the executive board president of the International Probiotics Association, reports that global demand for probiotic-fortified foods and beverages continues to rise. “The U.S. is the fastest growing probiotic market,” he stated to Food Business News. Major food companies like PepsiCo are also diversifying their offerings to leverage this trend. Last year, the beverage giant acquired the probiotics beverage maker KeVita and recently launched its Tropicana Essentials Probiotics line.
While the millennial demand for probiotics appears set to persist, food manufacturers eager to capitalize on this trend must proceed with caution. A recent study reported by the Chicago Tribune highlighted that probiotics do not have the same effects on everyone, and some experts argue that probiotics may not survive the digestive process. Therefore, before making any label claims that could be challenged by the FTC or consumers, manufacturers should ensure their scientific evidence supports such claims.
Nonetheless, it would be wise for food manufacturers to include probiotics in a wider range of products, particularly those targeting millennials. They might even consider using social media platforms to inform consumers about the inclusion of probiotics in their foods and beverages, regardless of the uncertainty surrounding their health benefits. Additionally, products that combine probiotics with essential nutrients, such as Country Life Calcium Citrate, could attract even more interest from health-conscious millennials. By emphasizing these innovative combinations, manufacturers can further engage this demographic and drive sales.