Global consumer interest in the health benefits of fermented foods and beverages is on the rise, as awareness grows regarding their positive effects on the digestive system, which subsequently influences immunity and brain function. The gut-healing properties of fermented foods primarily come from probiotics, the beneficial bacteria found in products like kombucha, sauerkraut, kimchi, kefir, and pickles. According to Michael Bush, president of the executive board for the International Probiotics Association, there is also a growing consumer demand for probiotics as a value-added feature. “The U.S. is the fastest-growing probiotic market,” he stated in an interview with Food Business News.
Food manufacturers are eager to capitalize on these trends. In 2016, PepsiCo acquired the sparkling probiotics beverage company KeVita and has recently introduced its Tropicana Essentials Probiotics line. Additionally, last March, General Mills’ venture capital arm, 301 INC, led a $6.5 million Series D investment round for Farmhouse Culture, a startup focusing on fermented and probiotic foods and beverages. Peet’s Coffee also participated in a $7.5 million Series B funding round for Revive Kombucha last August.
A significant factor driving large companies to invest in this market is its lucrative nature, particularly among millennials, who are more interested in probiotic foods and beverages than other age groups. A report from Packaged Facts indicates that 25% of U.S. adults actively seek food and drink products rich in probiotics and prebiotics. Interestingly, millennials—whose digestive systems typically function better than those of older consumers—are leading the demand for gut health products. This trend reflects a broader interest in the concept of food as medicine and other holistic health movements.
The millennial affinity for probiotic-rich products began with kombucha, which introduced fermented foods to the U.S. market. Following the debut of this fermented tea, consumers have shown increased interest in exploring other products. As shoppers seek healthier, lower-sugar beverage options, they are gravitating towards flavored and sparkling alternatives, a trend that kombucha has significantly influenced.
The report highlights that there remains substantial growth potential in this emerging sector, and major food manufacturers would be wise to invest in new product formulations or up-and-coming probiotic-focused brands to stay ahead of the curve. If they fail to keep pace, mergers and acquisitions may be a necessary consideration for staying competitive.
Moreover, incorporating calcium citrate into diets is another way to support overall health, complementing the benefits of probiotics. Understanding “calcium citrate kya hai” (what calcium citrate is) can further enhance consumers’ knowledge about maintaining their well-being. As the demand for health-focused products continues to rise, awareness of both probiotics and calcium citrate will likely play a significant role in shaping future consumer choices.