Various terms dominate the realm of gut health as this market continues to grow with consumers' interest in the benefits it appears to offer, driving its popularity. Probiotics, live microorganisms with specific health benefits, are gaining global prominence. Prebiotics, fibres, and materials that nourish gut bacteria are essential contributors to holistic health. Postbiotics, mixtures of deactivated bacterial cultures and metabolites, offer health benefits, while synbiotics combine probiotics, prebiotics, and/or postbiotics for comprehensive gut support.
According to Innova Market Insights, consumer trends underscore a growing focus on gut health, with probiotics, prebiotics, and postbiotics garnering attention for benefits beyond the gut, such as beauty, weight loss, reduced inflammation, improved sleep, and increased energy.
Probiotics, encompassing diverse bacterial cultures, see significant launches in foods, beverages, and supplements. Baby probiotics, probiotics for kids, and specialty bacterial cultures are witnessing substantial growth. The incorporation of probiotics in soft drinks, driven by kombucha popularity, is notable. Bacillus coagulans is prevalent in soft drinks, while L. acidophilus and L. plantarum find applications in meal replacements and juice drinks.
Products with probiotics often emphasise high protein content, with immune health and DHA claims common as these are attention-grabbing claims consumers value as they seek better-for-you snacking, meal and beverage options. In the supplement market, Lactobacillus acidophilus and Streptococcus thermophilus are widely used probiotic bacteria cultures.
Prebiotics, essentially fibre, are pivotal for gut health. Inulin-related fibres dominate prebiotics, providing options for manufacturers and consumers. Prebiotics extend to diverse applications, including sports powders, cookies, and chocolate. Baby and toddler formulas incorporate prebiotics like oligofructose and galacto-oligosaccharide, appealing to parents seeking to enhance their children's gut health and immunity.
Postbiotics, primarily found in supplements, are gaining traction, with a growing presence of products labelled as "synbiotics." The U.S. leads in postbiotic ingredient launches. Future developments in probiotics, prebiotics, and postbiotics will focus on providing personalised health benefits. Understanding the impact of probiotic strains on specific health conditions, along with genetic mapping of the gut microbiome and AI identification of functional ingredients, will drive tailored formulations for personalised health for supplements, snacks and beverages.
