ADM to capitalize on microbiome, “no end in sight” for e-gaming potential

28 Jan 2022 --- There has been an explosion of interest in the microbiome, which is likely to go from strength to strength as personalization maintains its hold, ADM tells NutritionInsight in light of its new report.

Though these observations are now widespread across industry, e-gaming appears to be “the next big thing,” says Vaughn DuBow, marketing director, North America, ADM health and wellness.

“E-gaming supplements have started to get larger. Looking at any of the e-gaming large events, there is a lot of money coming in. Some of the sponsorships started to lean toward dietary supplements.”

DuBow predicts that e-gaming is likely to be mainstream in the next five to eight years. However, it is in the next one to three years when companies will try to establish themselves as leaders in the supplements category within the space. The total global dietary supplements market revenue was US$76 billion in 2021, ADM’s report says. 

Knock-on COVID-19 effects
According to DuBow, with the onset of COVID-19, consumer concerns largely focused on immunity. Prior to the pandemic, vitamin C was “really it” for consumers, he says. ADM’s report notes immunity is the top health concern that global nutritional supplement users are seeking to address, amounting to 66% of consumers. 

“Now they know that there’s a whole host of other natural healthy ingredients that they’re looking at, not only in dietary supplements, but also in functional F&B.”  

In fact, immunity demands went up by 300%, he notes. However, as a result of living with the pandemic and lockdowns, “people are anxious, feeling stress that they’ve never felt before.” This has given rise to new categories, namely sleep, stress and anxiety.

“Next massive thing”
Another result of COVID-19 is that with people staying indoors, many developed new habits, one of them being e-gaming.

“E-gaming has started to become this next massive thing. It was trending before COVID-19, but now it’s a hockey stick.” Already, a number of companies have spotlighted the sector as one with ample opportunity for NPD. 

The potential for applications within the space is ample, DuBow notes. While the stereotype of gamers is often depicted of individuals sitting in a basement eating junk food, DuBow explains that reality may be rather different.

“Professional gamers have certain needs and wants just like professional athletes do as compared to the everyday person. They want more focus, better hand-eye coordination, more energy. All these things are packaged in a slightly different way that can then be brought over to those professionals.” 

However, to play into the stereotype, this is also where companies have the opportunity for fortified F&B. “Imagine saying ‘I’m eating chips, but I’m improving my metabolic health.’ It’s such a great combination with a promising future. There’s really no end in sight of what could be accomplished.” 

Genetic testing’s appeal
According to ADM’s report, 59% of global consumers find the idea of nutrition genetic testing appealing, with 64% of that group actually being willing to use it.

Researchers are already using genetics to develop models for personalized diets, while companies are eying the opportunities gene testing can offer.

ADM’s reports adds that up to 75% of US dietary supplement users are looking for personalized products directly suited to their needs

“Personalized nutrition two years ago was non-existent. It was almost laughed at, whereas now it’s a fully accepted, welcome portion of the industry,” DuBow highlights. He also sees the future of testing linked to the microbiome. “That’s where I see the future because it’s very easy to get a sample of someone’s stomach contents.”More and more consumers are using supplements for their needs. 

Microbiome explosion
For a long time, probiotics have been known to be beneficial, but over the last two to three years, there has been an upsurge of interest in the microbiome, DuBow notes. 

“All of a sudden, everyone’s putting the pieces of the puzzle together that the microbiome kind of controls everything, including the immune system and sports abilities.” 

“That’s what we’re really seeing the most driving interest from our customers, they come to us and say, ‘give us everything you have on the microbiome because we need to capitalize there.’ That’s what’s next.”

Microbiome research is expected to lead to critical advancements around the gut-brain axis over the next five years. 

By Andria Kades