It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. Their digestive systems generally function better than those of older shoppers, and this younger demographic has demonstrated a strong inclination toward fresh and nutritious foods. While consumers in their 50s and 60s may seek out probiotics out of necessity, those aged 18-35 are actively incorporating them into their diets to enhance their overall health. Manufacturers are seizing this opportunity by infusing probiotics into more traditional consumer packaged goods (CPGs). At the Natural Products Expo West in Anaheim, California, this past March, products such as almond butter, cheddar cheese, and cold brew coffee were showcased with added probiotics.
Although traditional probiotic-rich items like yogurt, kefir, and kombucha continue to be in demand, the global appetite for probiotic-fortified foods and beverages shows no signs of slowing. Michael Bush, the executive board president for the International Probiotics Association, noted, “The U.S. is the fastest growing probiotic market,” in an interview with Food Business News. Major food companies, such as PepsiCo, are also diversifying their portfolios to capitalize on this trend. Last year, PepsiCo acquired probiotic beverage maker KeVita and recently launched its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be on the rise, food manufacturers looking to benefit from this trend must tread carefully. A study reported by the Chicago Tribune indicated that probiotics do not impact everyone’s digestive health equally. Some experts argue 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, manufacturers should ensure that their scientific backing supports their label assertions.
Nonetheless, food manufacturers should consider including probiotics in more products, especially those targeted at millennials. They could leverage social media platforms to inform consumers about the inclusion of beneficial ingredients like calcium citrate malate, vitamin D3, magnesium, and zinc sulfate tablets in their offerings—even if the health benefits remain uncertain. By highlighting these ingredients, brands can engage their audience while tapping into the growing trend of health-conscious eating.