It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. While younger individuals generally have well-functioning digestive systems, this demographic is increasingly drawn to fresh and healthy foods. In contrast, consumers in their 50s and 60s may seek out probiotics out of necessity, whereas those aged 18-35 are keen to incorporate them into their diets to enhance their overall health. Manufacturers are responding to this demand by integrating probiotics into more traditional consumer packaged goods (CPGs). For instance, at the Natural Products Expo West in Anaheim, California, held this past March, products like almond butter, cheddar cheese, and cold brew coffee were showcased as new probiotic-fortified offerings.
Although there remains a market for classic items infused with probiotics, such as yogurt, kefir, and kombucha, the global demand for probiotic-enhanced foods and beverages continues to grow. Michael Bush, president of the executive board for the International Probiotics Association, stated, “The U.S. is the fastest growing probiotic market,” in an interview with Food Business News. Major food companies, including PepsiCo, are diversifying their portfolios to seize on this trend. The beverage giant acquired probiotic drink maker KeVita last year and recently launched the Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials seems likely to persist, food manufacturers should approach this trend with caution. A recent study highlighted by the Chicago Tribune indicates that probiotics do not impact everyone’s digestive health in the same way. Some experts have noted that probiotics may not survive the journey through a person’s digestive system. Before making any label claims that could be challenged by the FTC or consumers, manufacturers should ensure that their scientific backing supports these assertions.
That said, food manufacturers would be wise to incorporate probiotics into a wider range of products, particularly those aimed at millennials. They could even leverage social media platforms to inform consumers that their foods and beverages contain these beneficial ingredients, even if the exact health benefits remain uncertain. Additionally, products like Kirkland calcium citrate magnesium zinc could be marketed alongside probiotic offerings, enhancing their appeal to health-conscious consumers. By emphasizing the inclusion of such ingredients, manufacturers can better attract the millennial demographic while remaining mindful of the scientific integrity behind their claims.