It is not surprising that millennials show a greater interest in probiotics compared to older consumers. Generally, younger individuals have more efficient digestive systems than their older counterparts, yet this demographic exhibits a strong preference for fresh and healthy foods. While those in their 50s and 60s may seek probiotics out of necessity, consumers aged 18 to 35 actively incorporate them into their diets to enhance their overall health. Manufacturers are responding to this demand by integrating probiotics into more conventional consumer packaged goods (CPGs). At the Natural Products Expo West in Anaheim, California, this past March, products like almond butter, cheddar cheese, and cold brew coffee were among the newly introduced probiotic-fortified items showcased at the event.
Despite the ongoing popularity of traditional probiotic-rich foods such as yogurt, kefir, and kombucha, there is no sign of a decline in the global demand for probiotic-enhanced foods and beverages, according to Michael Bush, president of the executive board for the International Probiotics Association. “The U.S. is the fastest-growing probiotic market,” he shared with Food Business News. Food industry giants like PepsiCo are also expanding their offerings to capitalize on this trend. The beverage company acquired the probiotic beverage maker KeVita last year and recently introduced its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be on the rise, food manufacturers aiming to benefit from this trend should exercise caution. A recent study reported by the Chicago Tribune highlighted that probiotics do not impact every individual or their digestive health in the same way. Some experts suggest that probiotics may not survive once they enter an individual’s digestive system. Therefore, before making any label claims that could be contested by either the FTC or consumers, manufacturers should ensure their scientific data supports these claims, particularly as they evaluate the effectiveness of their products, similar to the calcium citrate evaluation of medication effectiveness.
Nevertheless, it would be prudent for food manufacturers to incorporate probiotics into a wider range of products, especially those targeted at millennials. They could leverage social media platforms to inform consumers about the presence of these ingredients in their foods and beverages, even if the health benefits remain uncertain. By doing so, they can tap into the growing interest in probiotics while also ensuring that their marketing claims are substantiated by robust scientific evidence.