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