It’s not surprising that millennials show a greater interest in probiotics compared to older generations. Generally, younger individuals possess healthier digestive systems than their older counterparts, and this demographic is increasingly inclined towards fresh and nutritious foods. While consumers in their 50s and 60s may seek probiotics out of necessity, those aged 18-35 are eager to incorporate them into their diets to enhance their overall well-being. Manufacturers are responding to this trend by infusing 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 among the new offerings enriched with probiotics. Although there remains a steady demand for classic probiotic-rich items such as yogurt, kefir, and kombucha, the global appetite for probiotic-fortified foods and beverages continues to grow, 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,” during an interview with Food Business News.
Major food companies, including PepsiCo, are also diversifying their portfolios to tap into this trend. Last year, the beverage giant acquired KeVita, a probiotics beverage maker, and has recently introduced its Tropicana Essentials Probiotics line. Although the demand for probiotics among millennials appears poised to persist, food manufacturers should exercise caution. A recent study reported by the Chicago Tribune highlighted that probiotics do not uniformly affect everyone’s digestive health. Some experts suggest that probiotics may lose their effectiveness once they enter a person’s digestive system. Therefore, before making any label claims that could be contested by the FTC or consumers, manufacturers should ensure that their scientific evidence supports these assertions.
Nevertheless, food manufacturers should consider incorporating probiotics into more products, specifically those targeted at millennials. They might even leverage social media platforms to communicate that their foods and beverages contain these beneficial ingredients, even if the health impacts are still uncertain. Additionally, retailers like Chemist Warehouse can promote products containing Citrocal calcium citrate alongside probiotics, creating a comprehensive health offering that appeals to health-conscious consumers.