Exploring the interconnection of emotional wellness and probiotics

In October 2024 FMCG Gurus and Lallemand got together to talk about consumer attitudes towards emotional wellness and the market opportunities of probiotics in mental health. 

We heard that consumers are prioritizing emotional wellness and taking steps to alleviate stress, anxiety, low mood and fatigue. At the same time, consumers are recognizing the link between digestive health and emotional wellbeing. The focus on improving both physical and emotional wellbeing is driving demand for functional foods, dietary supplements and specialty ingredients. 

Consumer attitudes and behaviors toward mental wellbeing and probiotics

Looking more closely at specialty ingredients, FMCG Gurus’ research revealed that eight in ten of global consumers say they have heard of probiotics. However, only 20% of those consumers are aware that probiotics aid mental wellbeing. In fact, consumers were much more likely to associate the benefits of probiotics with digestive health and immune health. 

At a time when spending on health and wellness products is becoming more considered, raising awareness between probiotics, digestive health and mental wellbeing could present an opportunity for food, beverage and supplement markets. Seven in ten consumers surveyed said that multiple health benefits are important when buying probiotics and over a third said science based claims are important. 

“Over the last couple of years consumers have fundamentally changed their attitudes towards their digestive health. They recognise that it has a direct impact on their overall wellness both physically and mentally and this trend will continue. Consumers recognise this as a holistic issue. Extending claims on probiotics to focus on emotional wellness as well as digestive and immunity won’t be seen as too much of a radical change for consumers. Instead, this can be something that improves their overall health and wellbeing, which will improve the value perceptions of these products.” 

Mike Hughes, Head of Research and Insight at FMCG Gurus

Examining the gut-brain axis

Lallemand shared their perspective as a global leader in the field of probiotics by taking a deeper dive into the mechanism of the gut-brain axis and looking at what the future holds for probiotics in mental health.

Karine Lasfargue, Product Manager at Lallemand Health Solution explained that communication between the gut and the brain is bi-directional. This means that just as digestive health affects emotional health, how we feel can also affect our digestive system. 

We were introduced to the term “psychobiotics”, describing live microorganisms that may benefit mental health by influencing gut-brain communication, and Lallemand showcased their pioneering research into psychobiotics and how probiotics work with the digestive system. Ola Kassem, Clinical Research Specialist at Lallemand Health Solutions, talked more closely about the company’s psychobiotic product Cerebiome. 

Questions and Answers

The audience took the opportunity to ask our experts questions, connecting consumer attitudes and behavior with industry-leading research and product development.  

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