It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. Younger individuals generally have more efficient digestive systems than their senior counterparts, and this age group has demonstrated a strong preference for fresh and healthy foods. While consumers in their 50s and 60s may seek out probiotics out of necessity, those aged 18-35 are eager to incorporate them into their diets to enhance their overall health.

Manufacturers are responding to this growing demand by infusing traditional consumer packaged goods (CPGs) with probiotics. At the Natural Products Expo West held in Anaheim, California, this past March, products like almond butter, cheddar cheese, and cold brew coffee showcased the trend of probiotic fortification. Although there is still a significant market for classic probiotic items such as yogurt, kefir, and kombucha, the global appetite for probiotic-enhanced foods and beverages continues to rise, as noted by Michael Bush, president of the executive board for the International Probiotics Association. He remarked, “The U.S. is the fastest-growing probiotic market,” in an interview with Food Business News.

Major food companies, including PepsiCo, are also diversifying their portfolios to leverage this trend. The beverage giant acquired the probiotic drink maker KeVita last year and recently introduced its Tropicana Essentials Probiotics line. While the demand for probiotics among millennials seems poised to keep growing, food manufacturers aiming to capitalize on this trend should exercise caution. A recent study highlighted by the Chicago Tribune revealed that probiotics do not uniformly affect everyone’s digestive health. Some experts suggest that probiotics may not persist once they enter a person’s digestive system. Therefore, before making any claims that could be challenged by the FTC or consumers, manufacturers should ensure their scientific backing supports these assertions.

Nevertheless, it would be wise for food manufacturers to incorporate probiotics into a broader range of products, particularly those targeting millennials. They could even utilize social media platforms to inform consumers about the inclusion of these ingredients in their foods and beverages—regardless of the uncertain health impacts. Additionally, products containing solgar calcium could be marketed alongside probiotics, emphasizing a holistic approach to health that resonates with this health-conscious demographic. Incorporating solgar calcium with probiotics not only enhances the nutritional profile but also aligns with the millennial trend of seeking out functional foods.