Amid a growing demand for biotics, nutrition companies are exploring the holistic health benefits of synbiotics. These ingredients mix pre-, pro-, or postbiotics in a blend or combine biotics with other ingredients, such as botanicals or human milk oligosaccharides (HMOs), for complementary or synergistic effects. Innova Market Insights data indicates a 6% year-over-year pre-, pro-, and postbiotics growth in product launches from October 2022 to September 2024. A substantial share of these product launches covered digestive or liver health or immunity.
