ADM pegs microbiome as “new frontier” across nutrition industry

30 Jun 2022 --- The microbiome and personalized nutrition are set to take center stage across the industry in the next four years, as consumer interest in immunity is slated to continue, according to nutrition giant ADM.

ADM reports that the five market trends surrounding the microbiome include; the increasing consumer awareness of the “gut-brain connection,” growing interest in immune system health, individualized nutrition solutions, the increasing use of microbiome composition test kits, and the gut-skin axis.

“There is a growing body of scientific evidence that links the gut microbiome to key aspects of health and well-being,” states Mark Lotsch, president, Global Health and Wellness, ADM. 

“Nutrition is one of the Consumers are increasingly aware of how the gut microbiome affects cognition, mood and overall health.most effective tools at our disposal in supporting healthy microbiome function,” he underscores. 

A new frontier
ADM further states that meeting the needs of this fast-growing market will entail personalized assessment tools and product innovation backed by science. 

The news comes as a joint study, published earlier this month and conducted by the University of Alberta and the University of Cork, reported that the gut microbiome should be a key factor in setting dietary guidelines. 

“Consumers are adopting a more holistic view of their diet and lifestyle choices, with gut health at the center. The microbiome has become the new frontier for the next generation of personalized nutrition, with growing evidence of links to sleep hygiene, overall mental well-being, immune function and more,” according to ADM. 

“Protein bars and ready-to-drink shakes are household staples for all active lifestyles. Soon they will be tailored to support each individual's specific activity and lifestyle needs.”

Happy, healthy and looking good
According to ADM, consumers are increasingly aware of how the gut microbiome can affect cognition, mood and overall brain health, stating that 53% of consumers found brain-health supporting products appealing. 

ADM also noted a marked increase in interest in immune health, noting that 65% of consumers are more concerned with boosting their immune system as a result of the COVID-19 pandemic. Moreover,ADM finds a growing trend in consumers who want personalized nutrition aimed at the needs of their gut microbiome. Innova Market Insights recently revealed that six out of ten consumers are looking for products that support their immune health. 

The report went on to state that ADM will be conducting clinical trials to research probiotics and the gut microbiome’s impact on skin health, noting that in a crowded market, consumers want clinically proven, science-based evidence to back up a product’s claims such as the probiotic found to reduce eczema which was launched last summer. 

ADM’s latest report attests to consumers’ growing desire to test the makeup of their own microbiome and receive personalized products to maintain their health. 

Though a study published last year stated that the technology had not yet reached a level where nutrition could be personalized based on gut microbiome testing, other companies have noted good results when combining them with blood tests, genetic biomarkers and other personal insights. 

ADM further found that 59% of consumers found the idea of genetic testing for personalized nutrition attractive and that 64% of those consumers would be open to technology that could do it. The company also stated that “the microbiome has become the new frontier for the next generation of personalized nutrition.”

These findings correlate with Innova Market Insights data that shows consumers have a heightened interest in personalized nutrition solutions based on their own individual functional needs. 

ADM holds that as these trends progress, household nutritional staples such as ready-to-drink shakes and protein bars may soon be customized “to support each individual’s specific activity and lifestyle needs.”

By William Bradford Nichols

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