It’s not surprising that millennials show a greater interest in probiotics compared to older generations. Generally, their digestive systems function more effectively than those of older consumers, yet this age group demonstrates a strong preference for fresh and healthy foods. While individuals in their 50s and 60s may seek out probiotics out of necessity, those aged 18 to 35 desire to incorporate more of them into their diets to enhance their overall health. Manufacturers are responding to this demand by infusing probiotics into more traditional consumer packaged goods (CPGs). At the Natural Products Expo West in Anaheim, California, this past March, products like almond butter, cheddar cheese, and cold brew coffee were among the new offerings enriched with probiotics.
Although there remains a market for traditional probiotic-rich items such as yogurt, kefir, and kombucha, global demand 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,” during an interview with Food Business News. Major food companies like PepsiCo are also diversifying their offerings to leverage this trend. The beverage giant acquired the probiotic drink producer KeVita last year and recently introduced its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be on the rise, food manufacturers aiming to capitalize on this trend should proceed with caution. A recent study highlighted by the Chicago Tribune revealed that probiotics do not affect everyone’s digestive health in the same way. Some experts suggest that probiotics may not survive the journey through a person’s digestive system. Therefore, before making any label claims that could be contested by the FTC or consumers, manufacturers should ensure that their scientific evidence supports their assertions.
Nonetheless, food manufacturers would benefit from incorporating probiotics into a wider range of products, particularly those targeted at millennials. They might even consider using social media platforms to inform consumers that their foods and beverages contain beneficial ingredients, like calcium citrate from Puritan’s Pride, even if the health impacts are still somewhat uncertain.