New survey: Consumers yearn for innovative microbiome products – article

Advances in molecular science have revolutionized our understanding of health, ushering in a new era that transcends the boundaries of traditional medicine. This paradigm shift is unveiling the intricate molecular mechanisms underlying many physiological processes, offering a more nuanced and complex view of human biology in everything from gastrointestinal (GI) health to mental well-being.

This scientific progress could not arrive at a more opportune time. Research indicates that more than 60 million people in the United States suffer from gut issues,¹ while a similar number experience mental health challenges.² It is no coincidence that these two areas are among the fastest-growing consumer markets for natural solutions.

Sales of gut health supplements jumped $755 million between 2019 and 2023 to $3.7 billion, with Nutrition Business Journal (NBJ) predicting continued robust growth in the next four years. Meanwhile, the mood and mental health category is outpacing the general supplement market. Sales increased nearly 7% in 2023 to hit $1.5 billion, and NBJ expects growth to remain brisk at between 6.5% and 7% per year through 2027.³

Among the most significant revelations from the molecular revolution are the importance of the human microbiome and the gut-brain axis, a bidirectional communication system between the GI tract and the central nervous system. The gut-brain axis exists at the intersection of our understanding of both digestive health and mental well-being.

“The science behind the gut-brain axis has significantly advanced in the past few years, with an increased number of publications diving deep into mechanisms for things like psychobiotics,” explained Noah Zimmerman, Ph.D., chief science and technology officer at Verb Biotics, referring to probiotics specifically designed to boost mood by influencing the microbiome.

A biotech company leveraging cutting-edge technologies like high-throughput screening and artificial intelligence, Verb Biotics is developing the next generation of microbiome-modulating products based on recent discoveries behind mechanisms of action (MOA).

Building awareness for microbiome gut-brain axis

Consumers’ awareness of the gut microbiome has never been higher, even while their understanding of systemic nuances lags, according to a survey of more than 2,000 U.S. consumers that Verb Biotics conducted in June 2024 to understand the current market landscape for probiotics, prebiotics and postbiotics.

For instance, while 84% of consumers recognize the importance of the gut microbiome, only 2 in 10 can identify the correct definition of the gut microbiome. A similar majority of consumers (85%) recognize the importance of the gut-brain axis, but again only about 20% can properly identify the correct definition. Fewer than 10% link the gut microbiome to their mental well-being, despite agreeing that “the gut-brain axis is important to overall well-being.”

This is the second straight year that Verb Biotics has surveyed a broad cross section of U.S. consumers to better understand their perceptions around the microbiome and biotics. Several other new insights emerged. For example, a sizable minority (35%) of consumers say they use biotics for immune health, correctly connecting the microbiome with the fact that 70% of immune cells reside in the gut. “Compared to the 2023 data, there is a notable increase in awareness regarding using biotics for immune health among both men and women,” noted Celestia Howe, Verb Biotics director of marketing.

Additionally, the Verb Biotics survey found that 65% of consumers say they struggle with gut health and 73% face mental stress and other mood-related challenges. “Given that nearly three-quarters of U.S. consumers report experiencing mental health symptoms, there exists a significant opportunity to develop products that leverage the gut-brain connection,” Howe added.

Cutting-edge innovation addresses emerging needs

To tackle those unmet needs, Verb Biotics is pioneering a novel approach to designing microbiome products. The idea is to shift away from legacy strains and the all-consuming focus on CFUs (colony-forming units) as a measure of efficacy. Instead, Verb Biotics scientists are using advanced laboratory techniques to identify bacterial strains capable of producing clinically significant metabolites, molecules with functional benefits for human health.

“It is important to reshape the paradigm toward understanding that functionality comes from MOA rather than from high CFU,” Zimmerman explained.

One of the company’s first products features a proprietary strain, Lactiplantibacillus plantarum LP815^™, which is uniquely proficient in producing gamma-aminobutyric acid (GABA), a key neurotransmitter involved in mood regulation. GABA works by binding to specific receptors in the brain to dampen excitatory neurotransmitters, which produces a calming effect. High GABA levels are associated with reduced feelings of stress and improved sleep quality.⁴

Dubbed GABA Probiotic, LP815 produces GABA as it travels through the GI tract, offering a continuous source of this beneficial compound. It provides GABA in two important ways: orally via digestion and by working with existing microbes like Bifidobacterium and Bacteroides to create a sort of GABA factory within the gut. Unlike other lactic acid bacteria that produce GABA for their own survival and communication, LP815 has been specifically selected for its superior GABA production for supporting calming mood and stress modulation.

“The approach is being accepted quite well by [consumers] and brands as they understand how the products work and how they can be applied,” Zimmerman said. “It is also an added benefit that low dosing allows for there to be extra room in formulations to combine synergistic ingredients.”

By leveraging the gut-brain connection, this innovative strain has the potential to promote a calm mood, support healthy stress management and help reduce feelings of irritability. An ongoing human clinical trial, which integrates wearables, is investigating the timing and duration of the strain’s effects, with the goal of providing consumers with a tangible “feel the effect” experience.

“With our GABA probiotic,” Howe added, “brands can formulate a science-backed psychobiotic solution that has the power to shift consumers’ perception of biotics and positively impact their overall well-being.”

References:

1. National Institutes of Health, U.S. Department of Health and Human Services. Opportunities and Challenges in Digestive Diseases Research: Recommendations of the National Commission on Digestive Diseases. Bethesda, MD: National Institutes of Health; 2009. NIH Publication 08–6514.

2. Substance Abuse and Mental Health Services Administration. 2021 National Substance Use and Mental Health Service Survey.

3. 2024 Nutrition Business Journal Condition Specific Report.

4. Ngo D-H and Vo TS. “An Updated Review on Pharmaceutical Properties of Gamma-Aminobutyric Acid.” Molecules 2019, 24 (15), 2678.