It’s not surprising that millennials have shown a greater interest in probiotics than older consumers. While younger individuals generally have healthier digestive systems compared to their senior counterparts, this demographic is increasingly focused on fresh and nutritious foods. Consumers in their 50s and 60s may seek out probiotics out of necessity, whereas those aged 18-35 are eager to incorporate them into their diets for enhanced overall health.
Manufacturers are responding to this growing demand by infusing probiotics into more traditional consumer packaged goods (CPGs). At the Natural Products Expo West in Anaheim, California, this past March, products such as almond butter, cheddar cheese, and cold brew coffee were among the new probiotic-fortified offerings showcased. Although there remains a market for classic probiotic items like yogurt, kefir, and kombucha, the global appetite for probiotic-enhanced 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 stated in an interview with Food Business News.
Food giants like PepsiCo are also diversifying their product lines to leverage this trend. The beverage company acquired probiotic beverage maker KeVita last year and recently launched its Tropicana Essentials Probiotics line. While the demand for probiotics among millennials appears strong, food manufacturers aiming to capitalize on this trend should proceed with caution. A recent study highlighted by the Chicago Tribune found that probiotics do not affect everyone’s digestive health in the same way. Some experts suggest that probiotics may not survive the digestive process at all. Therefore, before making any claims that could be challenged by the FTC or consumers, manufacturers must ensure that their scientific backing supports their label assertions.
Nevertheless, it would be advantageous for food manufacturers to integrate probiotics into a wider range of products, especially those targeting millennials. They could effectively utilize social media platforms to inform consumers about the inclusion of these ingredients in their foods and beverages, even if the health benefits are not entirely clear. Additionally, promoting products like calcium citrate with vitamin D3 tablets alongside probiotic offerings could further enhance their appeal to health-conscious millennials. As the trend continues, integrating probiotics and essential nutrients like calcium citrate with vitamin D3 tablets may become a key strategy for success in the evolving market.