Probiotics are live microorganisms (typically bacteria or yeast) that live in one’s gut and are good for the digestive system. Prebiotics are dietary fiber that provides fuel or energy for the bacteria in the gut while Postbiotics are the byproducts of probiotics.
Traditionally, probiotics are marketed as a supplement. However, probiotic food and beverages have been trending for the last few years, particularly popular in yogurt and fermented beverages. According to the Hartman Group 2017 research, consumers are adding nutrient-dense foods and beverages promoting satiety and good digestion to their diet, and more than one-third (38%) of consumers say they are consciously adding probiotics to their diet. In the U.S. between 2012 and 2017, there was a 350% increase in searches for “best foods for gut health,” according to Google Trends.
According to MarketsandMarkets, the probiotics market was estimated to be worth $49.4 billion in 2018 and is projected to grow at a CAGR of 7.0%, to reach $69.3 billion by 2023. Furthermore, according to Grand View Research, Inc., the global probiotics market is projected to reach $77.09 billion by 2025 at a CAGR of 6.9%.
Consumers’ interest in microbiome-friendly food and beverage continues. The latest probiotic activity is happening in functional beverages, nutrition bars and snacks. Probiotics have even spilled into skin care including deodorant and facial products.
Drink To Your Gut: Probiotics continue to appear in functional beverage launches while prebiotic beverages are emerging.
Poppi is a prebiotic soda formulated with apple cider vinegar in seven flavors: Blueberry, Lime Ginger, Orange, Peach Tea, Pineapple Mango, Raspberry Rose and Strawberry Lemon. Neuro Brands launched Probucha, which combines the benefits of probiotics and kombucha in one drink. The lightly carbonated probiotic beverage is flavored naturally with Meyer lemon and ginger. Ferm Fatale released Shrub-Bucha (a portmanteau of “Shrub” vinegar-based fruit juice and “Kombucha” fermented caffeine-free black tea), a line of probiotic mocktails that are shelf stable, raw, live, organic, and sugar-free. The line is available in four flavors: Cosmopolitan, Madame Mule, Margarita, and Nojito. Zbiotics is a “functional beverage,” that has been genetically engineered with the use of enhanced probiotics to break down acetaldehyde, an unwanted byproduct of alcohol. The company is researching alternative categories such as dairy, radiation, and lead-contaminated water to apply this patented technology.
Raising the Bar: Nutrition Business Journal reports sales of nutrition bars grew to $5.7 billion in 2019, with 3.7% year-over-year growth. Probiotics are making their way into these bars as consumers continue to seek nutritious snacks.
Kind added Kind Breakfast Probiotics bar in three flavors: Apple Cinnamon, Orange Cranberry, and Peanut Butter Dark Chocolate. Under the Pact brand, Tyson Foods, Inc. launched a new line of functional refrigerated protein snacks. Two of the four Pact Snack Bites focus on gut health. The Gut Instinct Cranberry + Kombucha Probiotic Snack Bites are made with green banana flour, cranberries and kombucha while the Gut Ahead Turmeric + Ginger Prebiotic Snack Bites are made with green banana flour, ginger, and turmeric. Rowdy Bars is a prebiotic superfood snack brand, which uses Yacon Root as its hero ingredient. In March, the brand added a Blueberry Almond Tart Energy Bar to its collection and like the brand’s other products, it is dairy-free, soy-free, gluten-free, low-glycemic and non-GMO. That’s It unveiled a new line of shelf-stable, nondairy Prebiotic + Probiotic Fruit Bars in four flavors: Banana, Blueberry, Fig, and Mango. The bars contain two billion live active cultures and are gluten-free as well as free from the top 8 allergens. Uplift Foods recently released Gut Happy Cookies in three varieties: Salted Almond Butter with Vanilla and Hemp Seeds, Salted Peanut Butter with Chocolate and Coconut, and Sunflower Butter with Vanilla and Chia. The cookies are 100% plant-based, fiber-dense and “powered by a unique proprietary blend of lupin beans, tigernuts, tapioca fiber, kiwifruit, and probiotics.” In the UK, Roberts Bakery’s introduced the Digestion Boost Bloomer bread range made with organic live ferments in Digestion Boost Wondrous White, Heroic Wholemeal, and Seriously Seeded sold exclusively at Tesco.
Probiotics Get Personal: Prebiotic and probiotic food and beverage trends are trickling down into skin care including deodorant and facial products.
Tom’s of Maine launched a new range of Prebiotic Personal Care products “designed to help support the body’s good bacteria in order to maintain a healthy balance.” The line includes Clean Coast Prebiotic Deodorant, Fresh Apple Scent Prebiotic Liquid Hand Soap, Gentle Lavender Prebiotic Body Wash and Soft Rose Prebiotic Bar Soap while the Prebiotic Toothpastes are available in Peppermint and Spearmint flavors. Los Angeles-based Hemp CBD brand SoulSpring debuted a line of 100% natural, plant-based bath and body products. The Probiotic Deodorants are enhanced with Hemp CBD, Tea Tree and Rice Powder and are available in four scent stories: Serenity (CBD with Lavender, Sandalwood, Honeysuckle, Vanilla and Rose), Soothing (CBD with Menthol, Eucalyptus, Rosemary and Mint), Stress-Free (CBD with Sage, Palo Santo, Cedarwood and Guaiacwood) and Uplifting (CBD with Yuzu, Green Tea, Lemon and Sea Fennel).
Dr. Lili Fan is “ a probiotic beauty line for conscious consumers” and features Probiotic Age-Correcting Serum, Probiotic Balance Cleanser, Probiotic Recovery Cream, Probiotic Defense Toner and Probiotic All In One Microdermabrasion Kit. Similarly, Tula is a “clean and effective skincare line formulated with probiotics and superfoods.” The brand’s new products are: Breakout Star Oil-Free Acne Moisturizer, Makeup Melt Makeup Removing Balm, and Protect + Glow Daily Sunscreen Gel Broad Spectrum SPF 30. Glowbiotics Skincare is “Medical Grade Probiotic Skincare Solutions” and the brand recently released Probiotic Citrus Coconut in Body Lotion and Shower Gel. Although not personal care, a notable household line is Counter Culture Probiotic Cleaning Tonic, which “contains a strategic grouping of beneficial microbes.” Available in three scents: Geranium, Lavender, and Lemongrass the cleaners are offered in Probiotic Air + Fabric Freshener, Probiotic All Purpose Cleaner, and Probiotic Floor Cleaner Concentrate.
Probiotics are mainstays in food and beverages and are becoming popular in personal care while prebiotics are emerging. According to Innova Market Insights, food and beverage launches with prebiotics saw a 20% global growth in 2018 versus 2017, next to a further rise of over 13% for 2019. Expect to see more prebiotics and probiotics in new food and beverages as well as personal care and skin care.
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