With the rise of consumer awareness of the gut’s link to virtually every aspect of human health, market expansion of prebiotics, probiotics, and symbiotics continues. From refrigerated probiotics to shelf-stable convenience options, the growth of this category remains impressive.
According to a report published by Verified Market Research, the global probiotic market is projected to grow at a compound annual growth rate (CAGR) of 8.22% from 2024 to 2031.
The next big trend under the gut health umbrella to keep on your radar is postbiotics. This evolving sub-category is quickly gaining traction as health-conscious consumers seek natural health products that support a healthier gut microbiome and improve digestive wellness.
What are postbiotics?
Also known as ghostbiotics, postbiotics are bacteria that are not alive, yet still deliver remarkable health benefits to the host. As it turns out, even dead bacteria can do wonders for our health.
Postbiotics are heat-inactivated bacteria or bioactive compounds made through fermentation in the gut. Research shows they can support immune health, decrease respiratory tract infections, reduce allergies, and improve gastrointestinal health. 1 Based on the results of a postbiotic study, Irritable Bowel Syndrome (IBS) symptoms could improve in as little as four weeks with daily use.
Heat-Killed Lactiplantibacillus plantarum L-137 is a postbiotic that has been shown to boost skin hydration, improve metabolic health in overweight individuals, and enhance oral health. The broad range of potential health benefits is particularly exciting for the natural health industry.
According to Future Market Insights, Inc., the postbiotic supplements market is expected to reach $30.5 million by 2034, with a compound annual growth rate (CAGR) of 10.90% from 2024 to 2034.
The postbiotics category offers profitable opportunities for grocery with companies developing new food products that contain these helpful dead bacteria. Tasty beverages and ambient yogurt products containing postbiotics are yet to gain popularity in North America; however, these types of functional foods and beverages are growing rapidly in other parts of the world. Along with the potential health benefits like improved immunity and better gut health, early widespread adoption comes from flexible storage options and appealing expiry dates (up to five years at room temperature).
Retailers aiming to capitalize on this trend should invest in staff training on the unique advantages of postbiotic supplements and implement targeted marketing campaigns to boost consumer education and awareness. Postbiotics may be dead, but this gut health trend is very much alive and here to stay.
Dr. Sara Celik is a licensed Naturopathic Doctor and the Retail Education Specialist at Atrium Innovations – a Nestlé Health Science company.
