It is not surprising that millennials show a greater interest in probiotics compared to older consumers. This younger demographic generally has more efficient digestive systems than their senior counterparts, yet they have demonstrated a strong preference for fresh and healthy foods. While individuals in their 50s and 60s may seek out probiotics out of necessity, those aged 18 to 35 are eager to incorporate them into their diets to enhance their overall health.
Manufacturers are responding to this trend by integrating probiotics into traditional consumer packaged goods (CPGs). At the Natural Products Expo West held in Anaheim, California, this past March, products such as almond butter, cheddar cheese, and cold brew coffee were showcased as new offerings enriched with probiotics. Although there remains a demand for classic probiotic items like yogurt, kefir, and kombucha, the global appetite for probiotic-fortified foods and beverages continues to rise, as noted by 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.
Major food companies, including PepsiCo, are also diversifying their portfolios to capitalize on this trend. The beverage giant acquired the probiotic drink maker KeVita last year and recently launched its Tropicana Essentials Probiotics line. While the demand for probiotics among millennials appears to be on the rise, food manufacturers eager to tap into this trend should proceed with caution. A recent study reported by the Chicago Tribune indicated that probiotics may not have the same effect on everyone, and some experts suggest they may not survive the digestive process. Before making claims that could be challenged by the FTC or consumers, manufacturers would be wise to ensure that their scientific backing supports their label assertions.
Nonetheless, food manufacturers should consider incorporating probiotics into a broader range of products, particularly those targeted at millennials. They might even utilize social media platforms to inform consumers about the presence of these ingredients in their foods and beverages, even if the health benefits remain uncertain. This approach could include highlighting products like Citracal SR, which also focuses on promoting health, thereby appealing to the millennial audience’s growing interest in wellness-driven options.