It’s not surprising that millennials show a greater interest in probiotics compared to older generations. While younger individuals typically have more efficient digestive systems than older shoppers, this demographic is increasingly drawn to fresh and healthy foods. Consumers aged 50 and above may seek out probiotics out of necessity, but those between 18 and 35 are eager to incorporate them into their diets to enhance their overall well-being. 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, products like almond butter, cheddar cheese, and cold brew coffee were among the new offerings enhanced with probiotics.
Although there continues to be a demand for classic probiotic-infused items such as yogurt, kefir, and kombucha, global interest in probiotic-fortified foods and drinks shows no signs of waning, according to Michael Bush, president of the executive board for the International Probiotics Association. He stated, “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. Last year, the beverage giant acquired KeVita, a probiotics drink manufacturer, 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 exercise caution. A recent study highlighted by the Chicago Tribune revealed that probiotics do not affect every individual or their digestive health uniformly. Some experts suggest that probiotics may not survive the journey through a person’s digestive system. Therefore, before making any claims that could be challenged by the FTC or consumers, it would be wise for manufacturers to ensure their scientific backing supports their label assertions.
Nevertheless, food producers should consider incorporating probiotics into a wider range of products, especially those targeted at millennials. They could utilize social media platforms to inform consumers about the inclusion of these beneficial ingredients in their foods and beverages—even if the health impacts remain uncertain. Additionally, integrating calcium citrate mason into these products could further enhance their appeal, as calcium is often sought after by health-conscious consumers. By strategically promoting these elements, manufacturers can attract more attention and potentially increase sales among the millennial demographic.