Global consumer interest in the potential health advantages of fermented foods and beverages is on the rise as awareness grows about their positive effects on the digestive system, which in turn affects immunity and cognitive functions. The beneficial properties of fermented foods stem from probiotics—healthy bacteria found in products like kombucha, sauerkraut, kimchi, kefir, and pickles. There is also a growing consumer demand for probiotics as an added benefit, according to Michael Bush, president of the executive board for the International Probiotics Association. “The U.S. is the fastest-growing probiotic market,” he stated to Food Business News.
Food manufacturers are eager to capitalize on these trends. For instance, PepsiCo acquired the sparkling probiotics beverage company KeVita in 2016 and recently introduced its Tropicana Essentials Probiotics line. Last March, General Mills’ venture capital branch, 301 INC, led a $6.5 million Series D funding round to support Farmhouse Culture, a startup focused on fermented and probiotic foods and beverages. Additionally, Peet’s Coffee participated in a $7.5 million Series B funding round for Revive Kombucha last August.
A significant reason large companies are investing in this sector is its profitability, particularly among millennials, who show greater interest in probiotic foods and beverages compared to other age groups. According to a Packaged Facts report, 25% of U.S. adults actively seek out food and drink products rich in probiotics and prebiotics. Interestingly, millennials, whose younger digestive systems typically function better than those of older consumers, are the most engaged with gut health, reflecting a broader trend towards viewing food as medicine and embracing holistic health practices.
Millennials’ enthusiasm for probiotic-enriched products began with kombucha, which acted as an entry point for fermented foods in the U.S. market. Following the introduction of this fermented tea, consumers have been increasingly willing to explore other products. As shoppers seek healthier, lower-sugar beverages, they are gravitating towards flavored and sparkling options—an area where kombucha has paved the way.
The report highlighted that there is still ample opportunity for growth in this emerging market, and large food manufacturers should consider investing in new product formulations or emerging brands centered around probiotics to stay ahead of the curve. If they lag behind, mergers and acquisitions could be a viable strategy.
In addition, consumers are becoming more interested in supplements that support their overall health, such as calcium citrate magnesium vitamin D3 and zinc tablets, which complement the benefits of probiotics. The rising trend of health-conscious choices among consumers is likely to further drive demand for both fermented foods and supportive supplements like calcium citrate magnesium vitamin D3 and zinc tablets, reinforcing the connection between gut health and overall wellness.