And while the science is expanding and evolving, so are the conversations that consumers are having about the products, and of particular note is where those conversations are taking place.
“Google searches for probiotics are seeing a decrease year-over-year (-13.4%), contrasting with a massive increase on TikTok (+209.3%),” said Alyssa Williams, food and beverage category insights manager at SPATE.
The most viewed "concern hashtag" alongside probiotics on TikTok is #Microbiome with almost 43 million total views, she added, which reflects “a more informed and condition-specific consumer who understands probiotics’ potential beyond general digestive health”.
Market insights, scientific developments and more
In this month’s special edition, NutraIngredients-USA digs into the market data, combining insights and numbers from SPINS, Nielsen IQ and SPATE.
I also dig into the weight management category through the lens of probiotics and prebiotics. There are more probiotics products making GLP-1 claims that I realized, and Akkermansia is leading the charge.
Carrying on the GLP-1 thread, a video interview with Dr. Jason Bush, chief science officer at Solnul from SupplySide West explores the latest on science on how resistant starch can impact metabolic health.
Danielle Masterson continues the weight management conversation with ADM on its new Supportive Solutions platform for GLP-1 users, which includes discussion of the prebiotic Fibersol for satiety.
An article about human milk oligosaccharides (HMOs) focuses on the developing science around how these prebiotics can deliver health benefits throughout life, including a recent study showing potential weight management potential in adults.
This special edition also features another video interview from SupplySide West, this time with George Paraskevakos, executive director of the International Probiotics Association, on his organization’s expanded scope.
Senior Correspondent Claudia Adrien previews her upcoming webinar on Personalized Microbiome Modulation for Optimal Health that will feature Josh Anthony, founder and CEO of Nlumn, Nathan Price, chief scientific officer of Thorne, and Noah Voreades, innovation, scientific and business strategy consultant at GenBiome Consulting. The free webinar will air on Dec. 5, so make sure to register and add it to calendar.
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Special Edition: Microbiome Modulation
The microbiome modulation market: The rise of Amazon and TikTok
Amazon continues to drive probiotic and prebiotic supplement sales growth, but shifting trends suggest that TikTok is driving search and social engagement around the topics, particularly for younger demographics.
Akkermansia leads the charge for microbiome-based weight management products
The link between the gut microbiota, metabolism and obesity continues to strengthen, and the market for probiotics and prebiotics to help manage weight is gaining momentum, with Akkermansia and GLP-1 claims leading the way.
Solnul CSO: ‘The prebiotic effect & tolerability is bringing a lot of interest to resistant starch’
Consumer understanding of resistance starch and its myriad benefits is reaching a turning point, says the chief science officer at Solnul, with the company’s data supporting the metabolic health benefits in healthy people.
ADM talks supportive solutions for GLP-1 users
Nutrition and flavor firm ADM recently unveiled its Supportive Solutions platform for GLP-1 users to address the emerging demand for tailored nutrition support for consumers currently taking GLP-1 agonists.
From babies to boomers: How HMO benefits extend throughout life
The benefits of human milk oligosaccharides are most associated with infants, but a recent study reported that they improve body composition in overweight adults. These exciting ingredients are poised to offer significant benefits at all lifestages.
US still the #1 probiotics supplement market, but China is catching up: IPA Chief
The United States remains the number one market for probiotic supplementation, but double-digit growth in China could see the Asian country replace the United States in “a year, maybe two,” says the executive director of the International Probiotics Association (IPA).
Coming soon: Personalized Microbiome Modulation for Optimal Health webinar
Hear from experts from Nlumn, Thorne HealthTech and GenBiome Consulting in a free webinar on Dec. 5 that explores the challenges of the rapidly changing microbiome field and market.