Synbiotics at the Start: More research will make the synbiotics category easier to digest
WRITTEN BY Melissa Kvidahl Reilly
It’s no secret that immune health and, by association, gut health are top of mind during the COVID-19 pandemic. The good news is that it’s a trend with staying power: the U.S. digestive health supplement market is projected to grow at a CAGR of about 7% between 2021 and 2026.1
In the midst of this growth is the emergence of a burgeoning category: synbiotics, or formulations containing both live bacteria (probiotics) and compounds that feed bacteria (prebiotics). Some synbiotics are complementary, meaning the probiotics and prebiotics work independently in a formulation; others, however, are synergistic, meaning that the prebiotics are selected specifically to benefit the chosen probiotic, yielding a more significant combined benefit.
Consumers are on board, and Innova Market Insights says that globally, new synbiotic launches grew an average of 41% annually between 2016 and 2020. Why? Despite being a relatively new category, synbiotics benefit from existing consumer understanding of probiotics and prebiotics …continue reading
