“Millennials Drive Rising Interest in Probiotics: Opportunities and Challenges for Food Manufacturers”
It’s not surprising that millennials exhibit a greater interest in probiotics compared to older generations. While their digestive systems typically function better than those of older consumers, this younger demographic has demonstrated a strong preference for fresh and healthy foods. Those in their 50s and 60s might seek out probiotics out of necessity, whereas individuals aged 18-35 actively incorporate them into their diets to enhance overall health. Manufacturers are responding to this trend by infusing traditional consumer packaged goods (CPGs) with probiotics. 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 offerings enriched with probiotics.
Although there remains a market for classic probiotic-rich items like yogurt, kefir, and kombucha, the global demand 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 corporations, like PepsiCo, are also diversifying their product lines in response to this trend. The beverage giant acquired the probiotics drink company KeVita last year and has recently introduced its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials appears to be on the rise, food manufacturers aiming to capitalize on this trend should exercise caution. A recent study highlighted by the Chicago Tribune revealed that probiotics do not impact everyone’s digestive health equally. Some experts argue that probiotics may not survive the journey through the digestive system. Before making any claims that could be challenged by the FTC or consumers, manufacturers should ensure their scientific backing aligns with their label assertions.
Nevertheless, it would be advantageous for food manufacturers to incorporate probiotics into a wider range of products, particularly those targeting millennials. They could leverage social media platforms to inform consumers about the presence of these ingredients in their foods and beverages, regardless of the uncertainty surrounding their health impacts. Additionally, understanding what citrate in calcium might mean for digestive health could further enrich their marketing strategies, as consumers seek comprehensive knowledge about the benefits of probiotics and their interactions with nutrients like calcium. This focus on education could help manufacturers better engage with their audience and meet the growing demand for health-conscious products.
