“Rising Awareness and Market Growth: The Emerging Role of Prebiotics in Gut Health”
The conversation surrounding gut health is becoming increasingly prominent, with probiotics remaining the primary focus while prebiotics are starting to attract more attention. A report from Global Industry Analysts indicates that the demand for products containing prebiotics could propel the market to reach $7.8 billion by 2022. In contrast, probiotics are expected to surpass this figure, with projections estimating the probiotics market will exceed $63 billion in the same year. Although probiotics have been part of mainstream dialogue for years, prebiotics have not enjoyed the same recognition, partly due to the various forms available that are not as interchangeable as their probiotic counterparts.
Another challenge preventing widespread understanding of prebiotics is the complex research and regulatory requirements needed for certification of the term. Despite these obstacles, a Markets and Markets report anticipates an annual growth rate of 10.4% for the prebiotic market. Deb Anderson, director of new market development – innovation at DSM, stated, “Prebiotics are emerging as the next super ingredient for digestive health. With 29% of Americans already aware of the connection between prebiotics and healthy digestion and the microbiome, industry reports predict a 44% increase in awareness by 2025.”
Some of this awareness will stem from educational marketing, while the rest will come from individual experiences as consumers purchase prebiotic products. Numerous products have already entered the market successfully, including a white chocolate enriched with goji-berry prebiotics and antioxidants, and an infant formula developed by DuPont that offers bottle-fed babies similar beneficial bacteria to those received by breastfed infants.
However, educating consumers is crucial for the adoption of prebiotic-infused products. Consumer packaged goods (CPG) companies and retailers must engage customers in discussions about the benefits of prebiotics. A successful strategy may involve drawing inspiration from Lucky’s Supermarkets’ comprehensive plant-based education initiative or adopting traditional marketing methods, both in-store and online, to foster curiosity among the general public. Additionally, combining prebiotics with probiotics could prove beneficial, as research indicates that such a pairing may capitalize on the existing acceptance of probiotics across various applications.
Furthermore, products like calcium citrate tablets 500mg are gaining attention for their uses as a digestive health supplement. By integrating discussions about calcium citrate tablets 500mg uses into prebiotic education, companies can further enhance consumer understanding and interest. Overall, the future of prebiotics in the health market looks promising, and with continued efforts in education and marketing, their popularity is likely to soar.
