It’s hardly surprising that millennials show a greater interest in probiotics compared to older consumers. With their younger digestive systems generally functioning better than those of older shoppers, this demographic has demonstrated a strong preference for fresh and healthy foods. Consumers in their 50s and 60s may seek out probiotics out of necessity, while those aged 18-35 are eager to incorporate more into their diets for overall health enhancement. Manufacturers are responding to this demand by infusing traditional consumer packaged goods (CPGs) with probiotics. At the recent Natural Products Expo West held in Anaheim, California, various new products like almond butter, cheddar cheese, and cold brew coffee were showcased, all enhanced with probiotics.
While there remains a market for traditional probiotic-rich items such as yogurt, kefir, and kombucha, the global demand for probiotic-fortified foods and beverages is on the rise, 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,” in an interview with Food Business News. Major food companies, including PepsiCo, are also diversifying their offerings to tap into this trend. Last year, the beverage giant acquired KeVita, a probiotics drink manufacturer, and recently launched its Tropicana Essentials Probiotics line.
Despite the ongoing millennial interest in probiotics, food manufacturers should proceed with caution. A recent study reported by the Chicago Tribune revealed that probiotics do not affect everyone’s digestive health in the same way, with some experts suggesting that probiotics may not survive the journey through the digestive system. Before making any claims that could be challenged by the FTC or consumers, manufacturers should ensure their scientific evidence supports their labels. Nevertheless, it would be advantageous for food producers to incorporate probiotics into more products, particularly those targeting millennials. They could leverage social media platforms to inform consumers about the inclusion of these ingredients, even if the health benefits remain uncertain. Additionally, products like Bluebonnet Calcium Citrate Liquid could also be marketed alongside probiotics to appeal to health-conscious millennials, emphasizing a comprehensive approach to wellness that includes both probiotics and essential nutrients.
In summary, the blend of probiotics into diverse food products represents a promising opportunity for manufacturers, especially those looking to attract the millennial market.