Global consumer interest in the health benefits of fermented foods and beverages is on the rise, driven by increased awareness of their positive effects on the digestive system, which can also enhance immunity and brain function. The gut-healing properties of fermented foods come from probiotics, the beneficial bacteria found in products such as kombucha, sauerkraut, kimchi, kefir, and pickles. There is a growing consumer demand for probiotics as a value-added feature, according to Michael Bush, president of the executive board for the International Probiotics Association. “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 brand KeVita and recently launched its Tropicana Essentials Probiotics line. Additionally, General Mills’ venture capital branch, 301 INC, led a $6.5 million Series D investment round for Farmhouse Culture, a startup specializing in fermented and probiotic foods and beverages. Last August, Peet’s Coffee participated in a $7.5 million Series B funding round for Revive Kombucha.
A key reason large companies are investing in this market is its lucrative nature, particularly appealing to millennials, who show a greater interest in probiotic foods and beverages compared to other demographics. According to a Packaged Facts report, 25% of U.S. adults actively seek food and drink products rich in probiotics and prebiotics. Interestingly, despite millennials typically having younger digestive systems that function better than those of older consumers, their keen interest in gut health aligns with a broader trend of viewing food as medicine and embracing holistic health practices.
The millennial fascination with probiotic-rich products was sparked by kombucha, which opened the door for fermented foods in the U.S. market. Following the introduction of this fermented tea a few years ago, consumers have shown a growing willingness to explore other options. As shoppers increasingly seek healthier and lower-sugar beverages, flavored and sparkling products have gained popularity, with kombucha leading the way in this category.
The report emphasizes that there remains significant potential for growth in this emerging market, and major food manufacturers would benefit from investing in new product formulations or probiotic-centered brands to stay ahead of the curve. If they do not keep pace, mergers and acquisitions (M&A) may be a necessary strategy. Furthermore, incorporating ingredients like wls calciumcitrat can enhance the health benefits of these products, making them even more appealing to health-conscious consumers. As the trend continues to evolve, the integration of wls calciumcitrat in probiotic offerings could further attract a dedicated consumer base seeking holistic health benefits.