Oasis of Opportunities in Probiotics
Cultural and economic shifts are shaping the probiotics market, fostering dietary supplement and food and beverage industries. Consumer trends allude to the rising prominence of probiotics, which offer a slew of health upsides, including digestive and immune health and advancements in weight management. Brands are zeroing in on additional probiotic health benefits to keep up with the soaring consumer demand. A few studies have claimed that certain strains of probiotic bacteria might prevent the common cold and influenza and/or reduce the duration of the disease. The strong link of probiotics with gut health and immunity has steered a wave of trends in digestive health.
Notably, products with probiotics claims, such as frozen yogurt, fermented drinks, cereals, snack bars, infant formula and dairy-based ice creams, have gained ground. In January 2024, the International Food Information Council (IFIC) inferred that a Consumer Insights on Gut Health and Probiotics Survey—conducted by IFIC—found that one in four Americans (those who try to consume probiotics) stated they commonly seek them in wellness drinks.
Surging demand for microbiome-nurturing ingredients has prompted manufacturers and other leaders to emphasize women’s health and cognitive health. Prevailing trends indicate the global probiotics market could reach USD 220.14 billion in revenue in 2030. The growth trajectory is a major indicator for stakeholders as to where the industry is heading.
What are the strategies that can help incumbents and startups leap the competition and keep abreast of the trends?
Bacteria-Based Ingredient Braces for Microbiome Trend
The gut microbiome has become the trailblazer as it is highly attributed to weight management and skin and cognitive health. A healthy gut microbiome has the innate ability to minimize inflammation and bolster immunity, encouraging food and beverage, pharmaceutical and cosmetic industries to explore opportunities. To illustrate, in April 2023, the U.S. FDA approved the first oral microbiome to be used as a therapeutic. The agency gave the nod to Seres Therapeutics’ live microbiome capsule Vowst; the product will reportedly be co-commercialized by Nestle.
As problems with the gut microbiome have been associated with a host of diseases, such as cancer, diabetes and obesity, researchers are expected to focus on next-generation probiotics (NGPs). Studies suggest NGPs—regulating the gut microbiome—can modulate inflammatory pathways, minimize oxidative stress and prevent neurodegenerative and viral diseases.
Opportunities and Challenges Redefine Dietary Supplements
Millennials and the Gen Z population are pinning hope on food supplements, specialty supplements, nutritional supplements and infant formula products. Probiotic supplements have gained ground to boost digestive and immune health. Pervasive obesity, high blood pressure and a sedentary lifestyle have put the spotlight on dietary supplements. In essence, probiotic strains— spore-forming probiotic bacteria—have become sought-after due to their stability. Lately, Americans are counting on probiotic dietary supplements; so much so that customized products are gradually gaining traction.
Convenient dietary products, such as capsules and chewable gummies, have become prevalent, suggesting the prospect of dietary supplements. However, in October 2023, the U.S. FDA raised an alarm bell regarding the sale of probiotic products for use in hospitalized preterm infants. The organization inferred that the product was an adulterated dietary supplement (under the Federal Food, Drug, and Cosmetic Act) as B. infantis (Bb-02) and S. thermophilus (TH-4) failed to meet the applicable safety requirements.
Future Outlook: an Emphasis on Mental Health
Soaring commercialization of probiotics alludes to the trend for functional foods and chewable tablets. Products containing natural probiotics, including naturally fermented yogurts and kimchi, are likely to gain prominence. Besides, Probiotics-enriched chocolates, snack bars, kombucha, Tempeh, Natto, Miso, Sauerkraut and kefir could be sought by millennials and Gen Z customers.
Probiotics could also boost mental health; researchers are investigating the potential of psychobiotics as a cure-all for mental health problems. A 2022 randomized controlled trial in Translational Psychiatry found that a high-dose probiotic with eight different bacteria strains helped reduce depression symptoms. Psychobiotics can also minimize the risk of Alzheimer’s disease and heart disease. The next half-decade could provide revenue-generating opportunities for probiotics manufacturers and suppliers.
