It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. While younger individuals generally have healthier digestive systems than their older counterparts, this demographic is increasingly focused on fresh and nutritious foods. Consumers in their 50s and 60s might seek probiotics out of necessity, but those aged 18 to 35 actively desire to incorporate them into their diets to enhance their overall health. Manufacturers are responding to this trend by infusing probiotics into traditional 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, all fortified with probiotics.
Despite the ongoing popularity of classic probiotic-rich items such as yogurt, kefir, and kombucha, there is no decline in the global demand for probiotic-enhanced foods and beverages. Michael Bush, president of the executive board for the International Probiotics Association, noted, “The U.S. is the fastest growing probiotic market,” in an interview with Food Business News. Major companies like PepsiCo are also diversifying their offerings to tap into this trend. Last year, the beverage giant acquired the probiotic drink maker KeVita and recently launched its Tropicana Essentials Probiotics line.
However, while the demand for probiotics among millennials appears to be on the rise, food manufacturers should proceed with caution. A recent study mentioned by the Chicago Tribune revealed that probiotics do not equally affect every individual or their digestive health. Some experts suggest that probiotics may not survive once they enter a person’s digestive system. Before making any claims that could be challenged by the FTC or consumers, manufacturers need to ensure their science supports their label statements.
Nevertheless, food manufacturers should consider incorporating probiotics into a wider range of products, particularly those targeted at millennials. They could leverage social media platforms to communicate that their foods and beverages contain these ingredients—even if the health benefits remain uncertain. Additionally, as the market for probiotic products grows, options like Citracal generic supplements might serve as an alternative for consumers looking to boost their probiotic intake. Thus, including probiotics in more offerings could be a prudent strategy for manufacturers aiming to meet the evolving demands of the millennial market.