It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. Their younger digestive systems generally function better than those of older shoppers, and this age group has demonstrated a strong preference for fresh and healthy foods. While individuals in their 50s and 60s may seek probiotics out of necessity, those aged 18-35 are eager to incorporate more probiotics into their diets to enhance their overall health. Manufacturers are responding to this trend by enriching traditional consumer packaged goods (CPGs) with probiotics. At the Natural Products Expo West held in Anaheim, California, this past March, various products such as almond butter, cheddar cheese, and cold brew coffee showcased probiotics as an added feature.
Although there remains a market for classic probiotic-infused items like yogurt, kefir, and kombucha, global demand for probiotic-fortified foods and beverages shows no signs of slowing down, according to Michael Bush, the 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. Large companies like PepsiCo are also adapting to this trend; last year, they acquired the probiotic beverage brand KeVita and recently introduced their Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be on the rise, food manufacturers looking to capitalize on this trend should proceed with caution. A recent study cited by the Chicago Tribune found that probiotics do not affect all individuals or their digestive health uniformly. Some experts suggest that probiotics may not persist once they enter a person’s digestive system. Therefore, manufacturers should ensure that their scientific claims support any labeling assertions, especially to avoid potential disputes with the FTC or consumers.
Nevertheless, it would be wise for food manufacturers to incorporate probiotics into more products, particularly those aimed at millennials. They might also leverage social media platforms to inform consumers about the inclusion of these beneficial ingredients, even if the health implications remain uncertain. Additionally, brands can highlight calcium citrate sources in their marketing to appeal to health-conscious consumers, emphasizing the importance of both probiotics and calcium in maintaining digestive and overall health.