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5 Factors for Success in Gut Health and the Probiotics Market
5 Factors for Success in Gut Health and the Probiotics Market
Is your company looking to enter gut health? Well, you’re not alone.
Gut health is rapidly gaining popularity among consumers, and they are becoming increasingly aware of the benefits of probiotics in maintaining a healthy lifestyle. In fact, according to a recent publication, consumer consciousness surrounding gut health has increased by an impressive 52%*.2 Additionally, new trend reports state that 80% of consumers in China, UK, and the US consider gut
health to be important, and the majority predict making it a higher priority in the the coming years.9
As companies recognize the growing consumer
demand for gut health products, competition intensifies. With 73% of probiotic supplements available in the market, and more than 3000 distinct brands counted in 25 markets,1 brand-owners must have a
clear strategy and differentiate themselves through solid awareness and unique, high-quality products. So how can you enter the probiotic market and navigate a crowded gut health industry with success?
Consumers want evidence and efficacy
Consumers often find it difficult to navigate a crowded product market and rely on clinical evidence and product recommendations from Health Care Professionals (HCPs) when looking for products. One study showed that 78% of those with gastrointestinal (GI) issues perceive “clinically proven” as important when choosing product, and 8 out of 10 prefer a product “they can trust” and that is “safe to use.”3 Using probiotic strains with the scientific evidence to demonstrate claimed benefits and the documentation to prove stability and survivability is a solid method to ensure stamps of quality that will build trust and drive premiumization.1,7
Bloating is the #1 GI issue for which consumers seek help
25% of consumers globally suffer from milder digestive health issues – in most cases they claim gut health has impact on their overall health including mental wellbeing and immunity10. Bloating is the most prevalent of the 4-6 common issues reported in GI distress, and 75% of consumers reported experiencing this.3 Evidently, consumers are attracted to products that have shown to reduce bloating. Probiotic strains that have shown in clinical trials to have a proven efficacy to reduce bloating.
High CFU count is not a quality stamp, evidence is
Many probiotic suppliers offer generic strains with high CFU count, but no scientific evidence and limited data to document safety, stability throughout the shelf-life period, and survivability through the GI tract after consumption. Some probiotic products contain up to 100 billion CFU or more, but higher CFU counts do not necessarily improve the product’s health effect.1,7 The main quality driver of a probiotic is its efficacy. To ensure a probiotic strain offers the targeted health benefits that it claims, it should be clinically tested to demonstrate that efficacy and be proven safe and stable.9 Sellers of probiotics should be skeptical about using low-quality probiotic strains with limited documentation as it can devalue the brand and damage consumer trust.
HCP relationships are fundamental
As already stated, consumers rely heavily on the recommendation from HCPs when choosing products to ease GI issues. The crowded probiotic market can be overwhelming, so these relationships become key factors in their decision-making process. General Practitioners (GPs) and Doctors are the most popular source of information for consumers when first experiencing GI issues, and the first step to seeking treatment. 3 75% of people perceive "advice from GPs/doctors" to be the most important when considering products to relieve their GI issues.4 To establish consumer trust and drive penetration, sellers of probiotics must foster good relationships with HCPs to guide new consumers towards their product in a crowded market.
The purchase decision starts online – be there
Building a strong online presence is key to drive penetration as consumers are likely to research the internet for information and buy their products online. In fact, online consumer engagement, or “online mentions”, was highest for digestive health among all health conditions in 2021.6 A study amongst IBS sufferers showed that 1 in 3 used Google to search for product solutions before making a purchase decision, many self-declared sufferers even use it as their primary source for product information,3 and 29% buy their products online.3,4 The high level of research prior to decision making is understandable as 47% of consumers with GI issues spend more than $150 on products monthly.
References
Lumina Intelligence Report (March 2022): The gut-brain axis: Psychobiotic opportunity in 25 countries https://www.lumina-intelligence.
com/probiotics-reports/gut-brain axis-brain-health-probiotics-in-25 countries/.Mosley, Brenda L (Jan 2024). 20+ Gut Health Statistics & Market Size.
https://guthealthimprovement.com/gut-health-statistics/Novozymes proprietary insights: Category schoolbook of IBS (Jan 2020), Ipsos.
Novozymes proprietary insights: SPARK: The Strategic Insight Agency –Alflorex U&A & Brand Deep Dive (Nov 2020) – p. 18 + 47.
IBS Global Impact Report (2018) - p. 24. https://badgut.org/wp-content/
uploads/IBS-Global-Impact-Report. pdf.Probiotic Market Analysis: A data-driven deep into the gut health market (2021) – p. 9
National Institutes of Health. (2023). “Probiotics: Fact Sheet for Health Professionals.” https://ods.od.nih.gov/factsheets/Probiotics HealthProfessional/#en11
Frost & Sullivan (Oct 2021): Global probiotic ingredients in human nutrition growth opportunities – p. 88
Mckinsey & Company (Jan 2024). The trends defining the $1,8 trillion global wellness market in 2024.
Euromonitor (may 2020). The rise and potential of gut health https://
www.euromonitor.com/article/the-rise-and-potential-of-gut-health
https://www.mckinsey.com/industries/consumer-packaged-goods/
our-insights/the-trends-defining-the-1-point-8-trillion-dollar-global-wellness-market-in-2024