Prebiotics to overtake probiotics? PharmaLinea reveals massive gut health market with >Your< Prebiotiq launch
14 Apr 2022 --- Slovenia-based PharmaLinea is stepping into the steadily growing gut health arena with the launch of its >Your< Prebiotiq line, with a decisive move to focus on premium prebiotics rather than probiotics.
“Prebiotics are on a steep rise, and at the rate they are growing, they might overtake probiotics in a few years,” says Matevž Ambrožič, marketing and PR director of PharmaLinea.
The private label supplements manufacturer reports that digestive health represents one of the largest categories, representing over 10% of the entire supplements market.
Moreover, it has shown “very consistent growth over the past five years” and regularly takes second, third, or fourth as the largest supplement category in each market.
The triple-product rollout includes:
- >Your< Prebiotiq Capsules: Qbiome (400 mg) and Qzinc (5 mg zinc) to promote a healthy microbiome composition, maintaining regularity and digestive comfort.
- >Your< Prebiotiq Acute Sachets: Qdigest (600 mg) and Qinulin (4,000 mg) as a natural solution for constipation, delivering bowel regularity in a mild and gradual manner.
- >Your< Prebiotiq Acute Sachets for children: Qdigest (300 mg) and Qinulin (2,000 mg).
The new line includes capsule and sachet formats.Prebiotics’ premium (re)evolution
While probiotics have heavily dominated the gut health category, being included twice as frequently in formulations compared to other ingredients – this is quickly changing, explains Ambrožič.
“Prebiotics have rapidly evolved in recent years. Not long ago, the market was more or less filled with commodity-based ingredients such as psyllium husk that required high dosages and was only suitable for functional food formats.”
But recently, several “next-generation” prebiotics have appeared that require only a small dose, making them a fit for supplement applications.
Importantly, newer prebiotics are branded and standardized, which has enabled the “exceptionally fast development of a premium segment” based on clinically supported ingredients, adds Ambrožič.
“It is outstanding to see such a well-populated premium segment so quickly, especially when most of these products were launched or relaunched in the last two or three years. It is quite a timely moment for this segment.”
Probiotics’ disadvantages
Maja Orešnik, science and research director at the company, outlines why the company did not include probiotics in its launch: “Probiotics are a big trend, but they face the undeniable issue of shelf life stability, transport stability, and even digestive tract survival.”
Prebiotics, on the other hand, bypass these obstacles, making it much more certain that the active ingredients are delivering the same effects that were shown in clinical trials.
Additionally, probiotics introduce new, foreign strains into the system without knowing the state of the current microbiome composition, she adds.
“With prebiotics, we are promoting the growth of existing beneficial microflora. It is inherently the less invasive approach.”
Digestive health makes up about 10% of the overall supplements market.Formulated for efficacy
When selecting ingredients for its foray into the gut health arena, PharmaLinea looked for ingredients that were the most clinically studied, best available and most awarded for their performance.
“We wanted to create the highest possible chance of consumers receiving the promised benefits then repurchasing the products and trusting the brand,” underscores Ambrožič.
>Your< Prebiotiq Capsules, for example, consists of Qbiome and Qzinc ingredients.
Qbiome is a natural whole fruit ingredient, delivering both soluble and insoluble fiber, describes Orešnik. “It is the result of gentle processing, which allows it to retain high levels of nutrients, such as polyphenols and other vitamins.”
It has also been shown in placebo-controlled clinical trials to “practically double” the amount of F. prau following four weeks of supplementation.
“F. prau is highly represented in the digestive tract, but lower levels of its presence are correlated to various diseases,” she continues.
Meanwhile, Qzinc – a microencapsulated source of zinc – supports general gut health and a beneficial microbial composition.
“Zinc can help with proper digestion and has a role in several immune aspects of the gut, such as barrier function and inflammation,” Orešnik adds. “It also has a health claim for immunity support.”
Inulin from chicory fiber is backed by substantial clinical evidence for its prebiotic effects, also in infants.Ingredients in times of need
>Your< Prebiotiq Acute Sachets, based on an adult and children’s variety, are designed to help consumers with “acute needs,” specifically constipation.
The new formula contains Qdigest, a natural whole-fruit ingredient that promotes bowel regulation and relieves constipation. It was notably shown in a clinical study to increase the number of daily bowel movements by up to twofold, according to PharmaLinea.
“Apart from the combination of soluble and insoluble fiber, which is really important for regularity, Qdigest promotes enzymatic activity, which helps with the digestion of various protein sources,” Orešnik adds.
Chicory fiber for gut health
Qinulin is the other key ingredient in Acute Sachets. Sourced from chicory root, the non-digestible dietary fiber serves as a fermentation substrate for the intestinal microbiota.
The ingredient was selected for its extensive clinical evidence, outlines the company, which has shown it can improve bowel function and increase stool frequency in healthy adults with constipation.
Qinulin+, on the other hand, which pairs with Qdigest in the children’s Acute Sachets, boasts “enhanced nutritional properties” via the addition of shorter chain oligofructose to longer chain inulin.
Studies in infants show it is safe and effective in promoting stool consistency and microbiome composition – resembling breastfed patterns. Other studies reveal calcium absorption and immune support benefits in infants, reveals Orešnik.
Inulin enhanced with oligofructose has been the subject of several studies, with a Beneo-backed study last year revealing its Orafti Synergy1 ingredient can reduce the duration of infections during a child’s first year of life.
Brands unlimited
Ambrožič concludes the new line presents a great opportunity in the growing gut health market that is quickly developing a premium segment. “It’s a very timely moment for brands based on clinical substantiation.”
The importance of branded ingredients and premium supplements was recently highlighted by Kyowa Hakko.
Last year, Giellepi also flagged that consumers were looking for trusted brands as many shifted to purchasing supplements online.
By Missy Green
