In November 2024, FMCG Gurus got together with NutriLeads to explore consumer attitudes and behaviors towards the gut and the prebiotics market.

We heard that the prebiotics market is continually growing as consumers are gaining an increasing understanding of the relationship between the microbiome and overall wellness. To develop a deeper understanding, we discussed what prebiotics are, consumer understanding and usage of prebiotics, and what opportunities exist within the market.

Consumer attitudes and behaviors towards the gut and prebiotics

Over the last decade, awareness of digestive health has been growing. However, FMCG Gurus’  research revealed that only 49% of consumers are satisfied with their digestive health. Consumers feel that barriers to leading a healthy life are on the rise. This is due to poor diets and busy lives, which is driving the demand for convenient and effective products.

We also explored how the prebiotic market is evolving. For instance, consumers are gaining an increasing awareness of the gut microbiome and the link between the gut and holistic wellness. There is recognition that symptoms of bad digestive health can have a direct impact on general wellness and vulnerability to illness. This recognition has been brought about by a focus on day-to-day health. However, there is a lack of education among consumers about the specific role of prebiotics. This emphasizes the opportunity within the industry to educate consumers.

“Consumers want reassurance that products are effective, essential, and good value for money. Multiple health benefits are something that appeal to consumers, because of the association with maximum efficacy, convenience, and value. This is particularly true at a time when consumers recognize the link between the digestive system and both day-to-day and long-term health.”

Mike Hughes, Head of Research and Insight at FMCG Gurus

Enabling better health via the gut microbiome

NutriLeads went into more detail about the relationship between better health and the gut microbiome. They did so by taking a look into the science behind their prebiotic Benicaros®, and how it appeals to consumers. 

Sue McKay P.h.D., Nutrition & Health Manager at NutriLeads, explained the complexity of the gut-immune system and how fibers play an important role in ‘training’ the immune system to respond to challenges quickly and effectively. Benicaros®, a “precision prebiotic”, provides a triple benefit within the gut, immune system, and general wellbeing. Along with these health benefits, Benicaros® has little impact on taste, color and odor. As a result, it can be used broadly within a consumer’s existing routine. 

We were also introduced to some of the potential future benefits of prebiotics. Scientists suggest that fiber could help to manage allergy symptoms, skin health, metabolic health, and improve mood.

The gut as a “second brain”

We were introduced to Amare Global, who have used Benicaros® as an ingredient in their weightloss product GBX Burn. This highlighted how companies can make the most of prebiotics to enhance user experience.

Shawn Talbott P.h.D., CSO at Amare Global, provided further detail about how the microbiome and immune system are in constant communication. As a result, the wellness of the gut has a direct impact on the wellness of the body. He described the immune system as the “7th sense”, having an effect on both physical and mental health. Amare have used Benicaros® within GBX Burn to support gut health and improve signaling along the immune system axis to enhance wellbeing. This then improves the experience for the consumer while on a weight loss regiment.

Questions and Answers

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

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