Assortment, pricing can help probiotic drinks reach more households

Known for his leading roles in comedies, dramatic films and blockbusters including “The Mummy” trilogy (1999–2008), actor Brendan Fraser, after his work began to slow in the late 2000s to mid-2010s, revitalized his career with an appearance in “The Whale” (2022) — earning him his first Golden Globe Award nomination. Fraser, when addressing his career path, said: “I’m starting to judge success by the time I have for myself, the time I spend with family and friends. My priorities aren’t amending — they’re shifting.”

Within the beverage industry, as COVID-19 brought heightened awareness of immune health and a shift toward self-care, interest in probiotic beverages has spiked considerably, experts note.

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Immunity, gut health remain top of mind

With a heightened focus on health and immunity, probiotic beverages are proving to be an important part of consumers’ routines, experts note.

“Consumers have embraced the use of probiotics since they help restore the natural balance of the gut and with 70-80% of immune cells being present in the gut, the focus on keeping the body protected has undoubtedly boosted this beverage category,” says Erin Costello, communications and events associate at Imbibe, Niles, Ill.

Further, “the relationship between probiotics and immunity is so strong that 71% of surveyed consumers stated that their reasoning for using probiotic products is to help boost their immune system,” Costello says, citing FMCG Gurus: Probiotic Surveys, 2022.

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