Chr Hansen: Immunity a key driver of probiotic purchasing

Results from a Chr Hansen survey undertaken in 2021 among 16,000 people in 16 countries around the world reflect a strong interest in probiotics, signalling an opportunity for global players. Consumers are aware that robust gut health makes them feel better and supports immunity, which drives decision-making and has sparked motivation to learn more about which probiotics may offer the best outcomes for their individual needs. Key findings include:

  • 75% of participants report being very / somewhat familiar with probiotics
  • 48% consume probiotics daily / almost daily, in supplements or foods
  • 50% are familiar / very familiar with the term “gut microbiome” and the majority associate it with gut health, followed by immune health, wellbeing & general health
  • Online research is the most popular way to learn more about probiotics, but flavour and trust are the top drivers for choosing and staying with a particular brand 
Source: Chr Hansen

Nicholas Hall’s Touchpoints: Until 2019, probiotics was the star CHC category, the fastest-growing globally, with sales projecting to US$8bn-10bn by 2028 and a feeling that we were only scratching the surface in terms of NPD. Then the category flatlined, with revenues down by 1.4% in the 12 months to June 2021, despite a lot of support from marketers, who in 2021 launched almost 250 new products in the 20 countries we measure in CHC New Products Tracker

We have commented many times before that the future growth of probiotics depends on better strains, with scientifically-supported claims, extending into new indications such as immunity, metabolic reconditioning, mood & sleep and mental health. It seems from the research quoted above that consumer interest in probiotics remains strong, and that companies like Lallemand and Chr Hansen remain at the cutting edge of developments. I for one am very much looking forward to The Future Resumed!

You can save up to £1,350 when you pre-order the 2022 edition of Innovation in CHC! Drawing from CHC New Products Tracker, the report will track breakthrough products from 2021, NPD by region, country and marketer, best-in-class studies and more. To pre-order your copy, or for further information on this report, please contact melissa.lee@NicholasHall.com.

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