The conversation surrounding gut health is becoming increasingly prominent. While probiotics remain the primary focus, prebiotics are starting to capture more attention. A report from Global Industry Analysts indicates that the demand for products containing prebiotics could propel the market to an impressive $7.8 billion by 2022, although probiotics are expected to outshine this figure, with projections suggesting that their market will surpass $63 billion that same year.
Probiotics have been part of mainstream discussions for years, but prebiotics have not received equal recognition. This may be attributed to the diverse forms of prebiotics available, which do not offer the same level of interchangeability as probiotics. Furthermore, the intricate studies and regulations necessary to validate the term “prebiotic” pose additional challenges for widespread understanding. Despite these obstacles, a Markets and Markets report forecasts an annual growth rate of 10.4% for the prebiotic market.
“Prebiotics are emerging as the next super ingredient for digestive health,” stated Deb Anderson, director of new market development – innovation at DSM. “With 29% of Americans already recognizing the connection between prebiotics and healthy digestion and the microbiome, industry reports anticipate a 44% increase in awareness by 2025.” This awareness will largely stem from educational marketing efforts, as well as from individual consumer experiences with prebiotic products.
Several innovative products have already hit the market, featuring prebiotics alongside other healthful ingredients. For instance, a white chocolate fortified with goji-berry prebiotics and antioxidants has garnered initial success, as has an infant formula developed by DuPont that mimics the beneficial bacteria found in breast milk. However, many consumers may not be inclined to purchase prebiotic-infused products without ongoing education.
Consumer packaged goods (CPG) companies and retailers must engage their customers in discussions about the benefits of prebiotics. One effective strategy could involve adopting a model like Lucky’s Supermarkets’ plant-based education initiative, or taking a more traditional approach by boosting marketing efforts both in-store and online to create enough visibility and repetition to pique consumer interest. Another promising tactic could be to combine prebiotics with probiotics, leveraging research that indicates such combinations could benefit from the established acceptance of probiotics across various applications.
Moreover, incorporating essential nutrients like calcium citrate and zinc sulphate into these products could further enhance their appeal, as consumers are increasingly looking for comprehensive health benefits in their dietary choices. By focusing on education about the advantages of prebiotics, along with the synergistic effects of pairing them with probiotics and key nutrients such as calcium citrate and zinc sulphate, the industry can pave the way for greater acceptance and growth in the prebiotic market.