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Probiotics Consumption by Different Generations

With increasing focus on the potential benefits and use, probiotics have emerged as one of the biggest trends today in the food and beverages market. Probiotic products range from familiar yogurts to the cutting-edge probiotic supplements and probiotics found in teas, coffee, soda, and even beer.


Probiotics are intrinsically associated with wellness trends regardless of their mainstream status. According to the National Consumer Survey, roughly a quarter of adults in the U.S specifically seeks out foods and beverages containing high levels of probiotics. 


Probiotics are live good bacteria that lives in the body. They confer a wide array of health benefits and consumers are becoming more familiar with them, which is a key driver for the increased demand for a probiotic-containing product. Probiotics help keep the body healthy and working well. They help restore the composition and maintain a healthy balance in the gut microbiome which are vital for overall health and well-being. They knock off bad bacteria, support the immune function, and controls inflammation. Today, probiotic foods, beverages, and supplements are surging because of the consumer's interest in wellness.  


Millennials and the use of Probiotics


Probiotics are popular across generations. However, it doesn’t come as much of a surprise that millennials are much more interested in probiotics than older or younger consumers. Millennial’s ages 18 to 34 somewhat shows greater interest in probiotics foods, beverages, and supplements compared with Baby Boomers and Generation Xers, according to the Shelby Report. This fits in with the elevated interest among Millennials in functional foods. 

Millennials’ awareness about the health benefits of probiotics is high and the use of probiotics is common among them. Seven out of ten millennials are taking a more holistic approach to their health. They are looking for high impact benefits from what they put in the body compared with previous generations. Millennials are shown to be the biggest buyers of fortified foods including probiotics. 

Millennials are already an important market for probiotics. Their lifestyle, socio-economic, and demographic related attribute constitute valuable insights in their decision-making on the usage of probiotics. Further study found that probiotics are even more popular among those who shop for foods in the natural channels, which preserves its role as the leading retail sector for food and nutritional trends.  

Generation X, Baby Boomers and the use of Probiotics 


Consumers in their 50’s and 60’s, Generation X, may turn to probiotics only out of necessity, but18-35 year-olds, Generation Z, and millennials want more of them in their diet to boost their overall health and wellness.

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