Prebiotics on cusp of exponential growth


According to prebiotics developer, Swiss-based Clasado, the category has “exponential” growth potential, with increasing consumer awareness and an upswing in demand from key players. CEO Per Rehne said: “Because the prebiotics market has gathered pace over a relatively short space of time, it’s easy to forget that the isolated ingredients are still relatively new compared to many of today’s nutrition technologies. Global Market Insights predicts a very solid 8.5% global CAGR until 2024, but it is likely to surpass this … [in a] perfect example of the ‘right technology, connecting with the right market, at the right time’.” He added: “Real market appetite [is] reflected in new product innovation from some of the biggest international brands”.

Clasado is working on a “major project” with P&G, which will see galactooligosaccharide prebiotic ingredient Bimuno  “feature heavily in a novel gummy designed to make a real difference to the consumer.” Rehne concluded: “It’s an exciting time for brand owners and formulators. We’re only just scratching the surface of what prebiotics are capable of in terms of capturing consumer attention and unlocking fundamentally better gut health.”

Coinciding with April’s IBS Awareness Month, i-Health / DSM has launched Culturelle IBS Complete Support in the USA for the dietary management of IBS. The first product from the brand that does not contain probiotics, the medical food – to be used under medical supervision and direction – is powered by HMO (human milk oligosaccharide) bioactive prebiotics, natural digestive nutrients that promote the growth of good gut bacteria. It claims to be able to reduce the severity of symptoms such as stomach pain, bloating, constipation and diarrhoea by 60% and cut days with symptoms by 50%. In tandem, the “Take Back Your Days” campaign offers consumers the chance to win US$100 to spend doing something they enjoy with their reclaimed time. The first 1,000 entrants will receive a box of Culturelle IBS Complete Support, which is available now at a number of retailers with a suggested retail price starting at US$29.98 for a box of 28 single serve packets. The recommended dose for adults and children aged 12+ years is one packet once daily, mixed in liquids or food.

Comment from Dave Redford, Managing Editor, CHC New Products Tracker: This new Culturelle product is a unique proposition in several ways: Formulation (first Culturelle product with no probiotics, just prebiotics); Regulatory status (first Culturelle product to be registered as a medical food); and Positioning (first Culturelle product for IBS). Still by far the No.1 US probiotics & prebiotics brand with sales of over US$150mn, Culturelle has however seen growth slow in the past two years in line with the category overall, as competition intensifies and the market matures. With a claim to offer “more symptom-free days” to IBS sufferers, backed by clinical research, i-Health clearly sees Culturelle IBS Complete Support as offering a new avenue for growth.

Review the best in class innovations among GIs and probiotics & prebiotics from the past year in our recently published Innovation in CHC 2021 report from CHC New Products Tracker. Showcasing 110 of the latest innovations across CHC categories, with a look at trends in delivery format and ingredients, as well as profiling innovation by the leading players, for more information, or to order your copy, please contact melissa.lee@NicholasHall.com