Probiotics: Delivering What the Doctor Orders

More and more, physicians and other healthcare professionals are recommending probiotics as part of a sensible supplement program for their patients, especially for digestive or immune health. That good advice often includes looking for key features that help ensure a probiotic product is a quality standout that will deliver results.

With a little help from manufacturers, retailers can stock the shelves with products that deliver just what the doctor orders. Quality probiotics that please physicians and other healthcare professionals typically include the following four features:

Include one or more clinically tested strains. Whether it’s for occasional irregularity, digestive upset, immune defense, or another health concern, an informed patient—and his or her doctor—is looking for a probiotic strain that’s backed by clinical research for the intended health benefit. The good news is investigating the health benefits of select probiotic strains is an active area of research, so it’s easier than ever for retailers to stock products with clinically researched strains that target specific health concerns.

Deliver billions of bugs per serving. The recommended intake of clinically researched probiotics can be as little as one billion colony forming units (CFUs) per day or less. This amount, however, can dramatically ratchet up to 70 billion and beyond, depending on the probiotic strain and intended health benefit. Some doctors may recommend amounts that can strain the monthly budget. By including probiotics in “Buy One/Get One” or similar promotions, retailers can help budget-conscious customers follow their doctor’s orders.

Feature stability with a capital “S.”Products that guarantee a specific number of CFUs through shelf life are more likely to be doctor-approved options. After all, this means more viable beneficial bugs that can work on maintaining the delicate balance of the gut flora. With enteric coating, micro-encapsulation, and other sophisticated delivery technologies, numerous products that offer this feature are now commercially available.

Provide full disclosure of allergens.When any of the Big 8 allergens—milk, egg, fish, crustacean shellfish, tree nuts, wheat, peanuts, soy—are present in a product, disclosure is mandatory under regulation. Many customers, especially those sent by their doctors, however, are also on the lookout for gluten, corn, and other potential allergens. Products that have a robust “Free of” statement on the label that includes the Big 8, if applicable, along with other allergens can help these customers find a product to meet their needs faster, making for a more pleasant shopping experience.

By stocking products that fill the doctor’s prescription for probiotic must-haves, retailers can help informed patients better meet their nutritional needs while fostering satisfied and loyal customers.