It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. Their younger digestive systems tend to function more effectively than those of older shoppers, and this demographic is increasingly drawn to fresh and healthy foods. While consumers in their 50s and 60s may turn to probiotics out of necessity, individuals aged 18-35 seek to incorporate more of them into their diets to enhance their overall health. Manufacturers are responding to this trend by fortifying 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 were showcased as new probiotic-infused options.
Although there remains a market for classic probiotic products such as yogurt, kefir, and kombucha, the global demand for probiotic-fortified foods and beverages shows no sign of slowing down, 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,” as reported by Food Business News. Major food corporations, including PepsiCo, are also diversifying their offerings to capitalize on this trend. Last year, the beverage giant acquired the probiotic beverage brand KeVita and recently introduced its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to remain strong, food manufacturers should proceed with caution. A recent study highlighted by the Chicago Tribune found that probiotics do not have a uniform effect on everyone’s digestive health. Some experts note that probiotics may not persist once they enter a person’s digestive system. Before making any claims on labels that could be challenged by the FTC or consumers, manufacturers would be wise to ensure their scientific evidence supports these assertions.
Nevertheless, it would be beneficial for food manufacturers to incorporate probiotics into a wider array of products, particularly those aimed at millennials. They might even leverage social media to communicate that their foods and beverages include probiotics—regardless of the uncertainty surrounding their health benefits. Additionally, there’s potential for integrating specific products like calcium chews for bariatric patients, which could also be enhanced with probiotics to cater to this niche market. By doing so, manufacturers would not only meet the growing interest in probiotics but also address the unique dietary needs of bariatric patients, who may benefit from both calcium and probiotic supplementation.