“Rising Consumer Interest in Probiotic Foods: A Millennial-Driven Trend Transforming the Food Industry”
Consumer interest in the health benefits of fermented foods and beverages is increasing globally, as people recognize their positive effects on the digestive system, which in turn affects immunity and cognitive functions. The gut-healing properties of fermented foods are attributed to probiotics, or beneficial bacteria, found in products like kombucha, sauerkraut, kimchi, kefir, and pickles. Additionally, consumers are increasingly seeking probiotics as a value-added feature, with demand on the 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 manufacturers are eager to capitalize on these trends. In 2016, PepsiCo acquired the sparkling probiotics beverage company KeVita and recently introduced its Tropicana Essentials Probiotics line. In March, General Mills’ venture capital division, 301 INC, led a $6.5 million Series D funding round for Farmhouse Culture, a startup specializing in fermented and probiotic foods and beverages. Additionally, Peet’s Coffee participated in a $7.5 million Series B funding round for Revive Kombucha last August.
A significant reason for the increased investment from large companies in this sector is its lucrative appeal to millennials, who show a greater interest in probiotic foods and beverages compared to other age groups. According to a report by Packaged Facts, 25% of U.S. adults actively seek food and drink products rich in probiotics and prebiotics. Interestingly, while it may seem unusual that millennials—whose digestive systems typically function better than older demographics—are the most engaged in gut health, this trend reflects a broader interest in food as medicine and other holistic health initiatives.
The millennial enthusiasm for probiotic-infused products was sparked by kombucha, which introduced fermented foods to the U.S. market. Following the arrival of this fermented tea, consumers have become more inclined to explore other probiotic-rich products. As shoppers pursue healthier, low-sugar beverage options, they are gravitating towards flavored and sparkling products, a trend that kombucha has notably helped to pioneer.
Moreover, as the report highlights, there remains ample opportunity for growth in this emerging market, and major food manufacturers should consider investing in new product formulations or probiotic-centered brands to stay ahead of the curve. If they lag behind, mergers and acquisitions may become a necessary strategy. Notably, the integration of liquid calcium, magnesium, and vitamin D into these products could further enhance their appeal, as consumers look for comprehensive health benefits in their food choices. By leveraging these ingredients, companies can create innovative offerings that meet the evolving demands of health-conscious consumers.
