Discover the power of postbiotics
Postbiotics are opening doors of opportunity in the biotics space, riding the wave of consumers search for digestive and overall wellbeing. Unlike their probiotic counterparts, postbiotics are a preparation of inanimate microorganisms and/or their components that confer health benefits across several therapeutic areas including digestive health, metabolic heart heath, brain health and immunity.
As the most recently defined category of biotics, postbiotics offer a range of innovation opportunities for product development. For instance, recent findings indicate that 74% of consumers that use nutritional supplements to boost their health have tried a digestive health treatment, yet only 48% have used postbiotics.1 As such, brands can tap into the whitespace in the biotics market with sciencebacked postbiotic solutions for health and wellbeing.
1. FMCG Gurus Nutritional supplement trends, 2023