Probiotics innovation: New science, new consumer targets
Innovations in biotics are flourishing, thanks to a confluence of supplier science and new ingredient discovery with probiotic strains and postbiotics, as well as consumer resonance. Here’s a glimpse into what’s going on in the ever-expanding category.
At a Glance
- Include with other sought-after ingredients.
- 'Microbiome' is the word du jour.
- What does the TikTok generation think?
Consumers just love their biotics. The good kinds. The kinds that keep them healthy, not the kinds they have to rely on to knock out a bad bug (albeit this is appreciated when needed).
Many people remember the refrigerated acidophilus, which primarily at that time (late 1990s) was like a single-lane road. Today, it is a thriving interstate of products, with subcategories creating their own lanes.
Emilie Puppinck, senior product manager at Gnosis by Lesaffre, concurred, “Probiotics are being combined with different ingredients like prebiotics, vitamins, minerals and plant extracts that offer additional health benefits. Biotics are also often fortified with vitamins or minerals, which allows for the use of health claims that are governed by regulations.”
Vaughn DuBow, global director of marketing for microbiome solutions at ADM, likewise observed that “biotics work well alongside highly sought-after ingredients, such as botanical extracts, vitamins and minerals, as well as plant proteins — targeting different attributes for well-rounded and tailored support.”
DuBow also noted “a convergence of food, beverage and dietary supplements, with novel wellness formats presenting in convenient and delicious delivery systems like gummies, snack clusters, chocolate squares, stick packs, beverage shots and more. As younger generations seek proactive and preventive wellness support, we’ll continue to see a move from traditional pills, tablets or capsules to more chewable or drinkable offerings.”
The mighty microbiome
Anchoring much of the biotic interest and development is research into the gut microbiome/gut-brain axis and its potential effects on stress, digestion and mental wellness.
Nutrition Business Journal’s inaugural “Microbiome Report 2022” asserted that “finished-product brands must increasingly look to more complex pre- and probiotic ‘synbiotic’ formulations.”
Microbiome-support products mainly comprise probiotics, prebiotics – or when combined, referred to as synbiotics – as well as fiber and digestive enzymes. Not surprisingly, the probiotic category dominates but is showing rather modest growth between 2017 and 2025e, per the NBJ report, projected to go from approximately $1.5 billion to $1.67 billion. Prebiotics, however, are zooming from $38 million to an approximate $210 million in the same time span. Synbiotics, too, are enjoying a rapid growth pace, from $518 million to an anticipated $1.36 billion.