Probiotics: Breaking down knowledge barriers amid expanding consumer segments

16 Jun 2022 --- Breakthroughs in technology are paving the way for opportunities in the probiotic arena. Targeting a variety of trends ranging from immunity, gut health and women’s health, industry is also experimenting with an array of formats, increasing options for functional F&B.

NutritionInsight speaks to a roundtable of experts from Laboratoria Natury, Gnosis by Lesaffre, NZMP, Kerry and ADM, who delve into what is transforming the space and what challenges remain on the horizon. 

“The market places enormous demands on producers from a technological and technical point of view, as well as the ability to ensure the highest quality products,” says Wojciech Furtak, vice president and head of R&D at Laboratoria Natury.

“A large part of what is driving demand is increasing awareness by the public of probiotic benefits and a renewed attitude that ‘prevention is better than cure’ when it comes to personal health.”

Shoppers are looking beyond traditional pills and capsules to various food category segments incorporating probiotics.Necessity driving invention
Stability and long life of probiotics are the two key challenges to developing an effective probiotic supplement due to the probiotic’s sensitivity, especially in an edible dosage format, Furtak underscores. 

Some of the formats currently take on the form of gummy probiotic supplements, however the market is expanding to a greater variety, including probiotic chocolate pieces and coatings, high-pressure processed juices, ice creams and ready-to-mix protein powders, explains Marshall Fong, senior global marketing manager, NZMP - Ingredients by Fonterra.

Nonetheless, probiotics are sensitive materials, and due to them being living organisms, they need special conditions to survive, Furtak adds.

“Temperature, humidity, and water activity impact the stability and shelf life of probiotics. Most of them can’t survive different industrial processes or difficult climate conditions,” comments Julie Lemahieu, global market manager at Gnosis by Lesaffre.

“All probiotics with a stronger resistance, such as sporulated bacteria or probiotic yeasts, represent new opportunities through new applications and new countries, overcoming technological challenges of processing and shelf life.” 

Nonetheless, Furtak highlights that “necessity drives invention,” and companies are currently experimenting with different packaging and combinations of ingredients. 

Scientific backing leading the way
Probiotic testing is becoming more sophisticated, and more capability is developing to allow the “counting” of different “strains” within a formulation, Fong outlines.

“Currently, most labs are able to only differentiate between bifido and lacto bacteria – so it is difficult to differentiate, for example, a product that contains 99% L. acidophilus and 1% L. rhamnosus from a product that contains 1% L. acidophilus and 99% L. rhamnosus.”

“In the future, there will be more transparency in this area, potentially leading brands to differentiate themselves by emphasizing delivery of clinically-tested amounts of specific strains.” 

In fact, demand for scientific substantiation is a growing trend among consumers, asserts John Quilter, Kerry VP of global portfolio – ProActive Health.

“Breakthroughs in probiotic technology have created huge opportunities. Products like BC30 and Sporevia are spore-forming strains, which are far more resilient to manufacturing processes than traditional vegetative strains, allowing them to be included in a limitless range of categories.”Prebiotics can also have a role in personalized nutrition. 

Blending fun and functional
Lemahieu also observes that within functional F&B, probiotics are primarily used in blends with other ingredients such as vitamins and minerals, but more with prebiotics to play on different action mechanisms of the immune system. 

“Interest remains huge in solutions for gastrointestinal health, and we believe this will only strengthen along with probiotics combined with immunity-building ingredients, such as liposomals and zinc,” Furtak adds.

Vaughn DuBow, global director of marketing – Microbiome Solutions, ADM believes that beverages that incorporate probiotics are gaining popularity, as they provide a convenient vehicle to easily add functional ingredients to consumers’ daily routines.

“Many drinkable formats, such as kombuchas, yogurt drinks and kefir, already have a health halo around them as consumers perceive them to contain probiotics or gut-supporting attributes. In fact, beverages and dairy are the top two preferred probiotic categories for consumers.”

Beyond beverages, on-the-go options like clusters, gummies and stick packs are trending formats, he adds. Laboratoria Natury’s ProBites also target respiratory function, with native chicory inulin for digestive support and the possibility of adding key vitamins and minerals such as vitamin C, vitamin D and zinc for other health claims. 

Untapped opportunities?
Though key drivers in the market are dominated by gut health and immunity demands, there is increasing interest for probiotics in weight management, better skin, mood/stress and feminine needs, Fong elaborates. 

“The growing demand for probiotics is partly driven by demographic changes such as population aging and lifestyle changes, which have increased the prevalence of digestive disorders. However, it’s also because of a shift toward more proactive approaches to health, which accelerated during the pandemic,” Quilter explains. 

On the horizon, DuBow anticipates these trends will move into new consumer segments, especially for children. 

“As parents and caregivers are more conscious of their own health and wellness needs, they will also take active steps to ensure their kids receive support through various offerings with probiotics. While the sensory experience is certainly becoming more important for the adult consumer, exciting formats and tantalizing flavors are even more crucial for kids’ enjoyment.”

“From bright citrus gummies to swirling rainbow yogurt drinks, the kid-friendly sector is ripe with opportunity for health and wellness brands.”

A growing body of research is showing that specific probiotic strains can support protein absorption.Consumer knowledge
Currently, there is a degree of confusion around the distinctions between prebiotics, probiotics and postbiotics, underlines Quilter. 

“The reality is that they’re very different. Prebiotics are non-digestible fibers that promote the growth of beneficial microorganisms in the gut. Probiotics are live microorganisms which, depending on the strain and the amounts taken, can be advantageous to health. Postbiotic is the term generally used to describe the metabolites and compounds produced by microbes found in fermented foods and beverages that may have a health benefit.”

A combination of probiotic and prebiotic can help the survival of the bacteria in the gastrointestinal tract, explains Furtak. “Postbiotics can be a good option for dosage forms that live probiotic bacteria cannot survive in, like gummies.”

According to Fong, the main advantage of probiotics is that they have been much more extensively studied to provide benefits and at lower amounts. 

“Additionally, there still isn’t a clear harmonization of exactly what is a pre-and/or post-biotic. Both of these differences impact the ability of consumers to understand and engage in these developing areas.”

By Andria Kades