It’s not surprising that millennials show a greater interest in probiotics compared to older consumers. Generally, their younger digestive systems function more effectively than those of older shoppers, and this demographic has demonstrated a strong preference for fresh and healthy foods. While individuals in their 50s and 60s may rely on probiotics out of necessity, those aged 18-35 are actively seeking to incorporate more of these beneficial elements into their diets to enhance their overall health. Manufacturers are responding to this trend by integrating probiotics into more traditional consumer packaged goods (CPGs).
At the Natural Products Expo West held in Anaheim, California this past March, products like almond butter, cheddar cheese, and cold brew coffee were showcased with added probiotics. Although there remains a demand for classic items infused with probiotics, such as yogurt, kefir, and kombucha, global interest in probiotic-fortified foods and beverages continues to rise, 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 to Food Business News.
Major food companies, including PepsiCo, are also diversifying their offerings to capitalize on this trend. The beverage giant acquired probiotic drink manufacturer KeVita last year and has recently introduced its Tropicana Essentials Probiotics line. While millennial enthusiasm for probiotics appears to be on the rise, food manufacturers should tread carefully. A recent study reported by the Chicago Tribune indicated that probiotics do not have the same effects on everyone or their digestive health. Some experts suggest that probiotics may not persist after entering an individual’s digestive system. Therefore, manufacturers should ensure their scientific evidence supports any claims they make, as these could be challenged by the FTC or consumers.
Nonetheless, food manufacturers would benefit from incorporating probiotics into more products, especially those aimed at millennials. They might even consider leveraging social media platforms to inform consumers that their foods and beverages contain these ingredients, celebrating health benefits like calcium citrate, even if its exact impact remains uncertain. By highlighting both probiotics and calcium citrate, they can effectively engage younger consumers who are increasingly focused on their health and wellness.