Postbiotics are rapidly gaining popularity in the food and beverage sector, with numerous consumer products incorporating them into their ingredient lists, promising enhanced gut health. As consumers increasingly prioritize healthier options and functionality in their food choices, the demand for these ingredients is set to surge in the coming years. According to a forecast by Meticulous Market Research, the global market for postbiotic-containing foods is expected to reach $24 million by 2029, growing at a compound annual growth rate of 10.1%. Foods that naturally boost postbiotics in the body through fermentation include yogurt, sauerkraut, miso soup, soft cheeses, kefir, pickles, and kimchi.
Consumer packaged goods (CPG) companies are demonstrating their confidence in postbiotic ingredients through substantial investments. Earlier this year, ADM, a major player in the ingredients sector, invested $30 million in a manufacturing facility in Valencia, Spain, aimed at producing products that target the gut microbiome, including postbiotics. This surge follows increased consumer interest in gut health products that gained traction during the pandemic, with a notable rise in items that claim to enhance immunity and overall metabolism. Natural Grocers, a retailer specializing in better-for-you foods, identified gut health products as a significant trend among consumers heading into 2023.
Advocates of postbiotics assert that these ingredients can enhance immune function and alleviate symptoms of certain allergies and irritable bowel syndrome when consumed. In an interview with Food Dive, Kantha Shelke, a food ingredients researcher at IFT, described postbiotics as microbial substances derived from non-living organisms. She noted that food scientists are exploring the potential health benefits these substances may offer, as the compounds they release can promote health and well-being when taken in sufficient amounts.
Consumers who are familiar with other “biotics” may be uncertain about how postbiotics differ from prebiotics and probiotics. In essence, postbiotics are the byproducts of prebiotic plant fibers interacting with probiotics, encompassing the beneficial effects of both. Amid the ongoing interest in gut health, numerous brands have ramped up investments and launched products incorporating postbiotics. For instance, in 2021, agricultural giant Cargill gained FDA approval for its EpiCor postbiotic ingredient, a yeast fermentate, for use in food products. Last year, cheese manufacturer Bel teamed up with protein company Superbrewed to create a plant-based cheese developed through precision fermentation that reportedly contains postbiotics.
Shelke mentioned that if Bel has effectively identified and purified its postbiotic preparation to ensure a consistent composition of health-promoting compounds, it could substantiate its gut health claims. Recently, a newcomer to the frozen pizza market highlighted postbiotics as a key ingredient that sets its products apart from the competition. Yough, known for making pizza dough with Greek yogurt, plans to diversify into other baked goods like cinnamon rolls and pretzels, which will also contain postbiotics.
Looking ahead, Shelke anticipates a significant increase in CPG products labeled with “postbiotic” in the coming years. However, she cautioned that consumer confusion may arise due to the lack of clear regulations or labeling definitions for these products. Simply adding a postbiotic label to food does not guarantee the full benefits these substances can offer. “What matters is how much has been added, what else is in the food, and how the processing and storage conditions affect the postbiotic and its bioavailability at the time of consumption,” Shelke explained. “We have much to learn and validate before making health claims related to postbiotic ingredients.”
In this evolving landscape, products like GNC calcium citrate chews may also find their place, as consumers increasingly seek supplements that support their gut health and overall well-being. As the market for postbiotics expands, it will be interesting to see how these trends intersect with other health-focused products.