Functional Foods in Health and Disease 2018; 8(10): 505-518 Page 505 of 518 Research Article Open Access Awareness and use of probiotics among the millennials in the United States: Drivers and implications Deepthi E. Kolady 1* , Kendra Kattelmann 2 , Caleb Vukovich 1 , Joy Scaria 3 1 Department of Economics, South Dakota State University, USA; 2 Department of Health and Nutritional Sciences, South Dakota State University, USA; 3 Department of Veterinary and Biomedical Sciences, South Dakota State University, USA Corresponding author: Deepthi E. Kolady, Assistant Professor, Department of Economics South Dakota State University, USA Submission date: July 20 th , 2018, Acceptance Date: October 28 th , 2018, Publication Date: October 30 th , 2018 Citation: Kolady D.E., Kattelmann K., Vukovich C., Scaria J. Awareness and use of probiotics among the millennials in the U.S.: Drivers and implications. Functional Foods in Health and Disease 2018; 8(10): 505-518. https://doi.org/10.31989/ffhd.v8i10.536 ABSTRACT Background: Despite the substantial increase in the number of probiotic products available in the U.S. during the last decade and the potential for millennials to be a large market for probiotics, there is a lack of understanding about millennials’ awareness, use, and preference for probiotics. In this study, we examine the relationship between the millennials’ health and diet perceptions and health outcomes, estimate awareness and use levels of probiotics among the millennials, and identify the drivers of use of probiotics. Methods: An online Opt-in Internet panel is used to collect national-level survey data on awareness, and use of probiotics from the U.S. population in the age group of 21 to 37 years old. Results: The study discovered divergence in millennials’ perceptions about their health and diet and health outcomes. Awareness about probiotics is high. Moreover, the use of probiotics is common among millennials. Demographic, socio-economic, and lifestyle-related attributes are influential in millennials’ decision on the use of probiotics. Shakes and yogurt are the most preferred carrier forms of probiotics among millennials. The study also found that income constraints and perception of good health status are major factors hindering the use of probiotics among the millennials. Conclusion: The study demonstrates how millennials are already an important market for probiotics and there is substantial scope for expanding that market. The ability of probiotics to address public health concerns will depend greatly on how health care providers and probiotic