Prebiotics, probiotics and postbiotics dominate the digestive health market—here’s how to keep up. You may be hard-pressed to find a customer in your store who has not heard about probiotics. What an auspicious opportunity to expand their knowledge about the beneficial bacteria! The gut microbiome and its relationship to health, as well as prebiotics that nourish the probiotics and postbiotics, is an emerging area of R&D. In the viewpoint of Jenna Nelson, marketing director for EpiCor, Cargill (Minneapolis, MN), there are a couple of key factors fueling the growth of pre-, pro- and postbiotics. First, she pointed out, there is more widespread awareness about the interconnectivity between the gut microbiome, digestive health, immunity and overall well-being. A 2022 study by FMCG Gurus found 79 percent of consumers recognize the link between digestive and overall health, up 10 percentage points since 2018. Further, the consumer research firm noted that gut health is a leading area of interest for consumers, with “building immunity” a key reason behind this focus. Another energetic factor Nelson noted is the unprecedented access to health information and supplement research for the consumers who are taking proactive approaches to their health. They are seeking well-researched ‘biotic products that [...]
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