Top Predictions For The Global Microbiome Market

ADM, a global leader in nutrition that powers many of the world’s top food, beverage, health and wellness brands, has released its outlook on the global human microbiome market, which is expected to balloon to nearly $9.1 billion by 2026. Here are the top five trends:

1. Growing consumer awareness of the gut-brain connection and the link between microbiome function with mood and cognition

More than half (58%) of global consumers are aware of the potential benefits that bacteria of the digestive tract may have on aspects
of health and well-being. With growing belief in a connection between mind and body, consumers are paying more attention to the impact their food, beverage and supplement choices may have on their well-being. In fact, 53% of consumers state that products designed to support brain health are appealing.

Emerging research supports this connection. According to a study from the University of Oxford, BioKult’s multispecies probiotic supplement have shown that the product can support mood along with other related cognitive measures. While still in its infancy, new and exciting developments in the field of “psychobiotics” are beginning to show potential, with new applications emerging that will offer consumers new ways to support function of the gut-brain axis.

2. Personalised nutrition solutions designed to support everyday performance for Olympians and Weekend Warriors alike

Consumers are adopting a more holistic view of their diet and lifestyle choices, with gut health at the centre. The microbiome has become the new frontier for the next generation of personalised nutrition, with growing evidence of links to sleep hygiene, overall mental well-being, immune function and more. Protein bars and ready-to-drink shakes are household staples for all active lifestyles—soon they will be tailored to support each individual’s specific activity and lifestyle needs.

Moreover, with recent advancements in genomics and further research into the physical fitness-gut microbiome link, we could soon see consumer products become tailored to each individual athlete’s performance needs.

3. Consumers are using test-kits to benchmark the make-ups of their microbiome as personalised nutrition phenomenon gains hold

Personalised assessment solutions are helping consumers learn more about their bodies, including analyses of their individual gut microbiomes, and these services are fast becoming mainstream. New technology in the field is equipping consumers with testing kits to benchmark the make-up of their microbiomes, and consumers are using this information to try new diet and lifestyle habits. New up-starts are equipping consumers with microbiome testing kits to benchmark their gut health and provide insights into the composition of their microbiome and aspects related to its potential function.

Consumers are interested in these solutions. Research shows more than half (59%) of global consumers find the idea of nutrition-focussed genetic testing appealing, and of those, 64% would be willing to use this technology, according to data from FMCG Gurus.

4. Demystification of probiotics and the skin microbiome

Many consumers believe the potential benefits of probiotics extend well beyond the gut—with some looking to probiotics to support their skin microbiome. Research is just beginning to catch up with the role the gut microbiome plays in skin health. While the nuances of the gut-skin link are still emerging, researchers have started to pinpoint key differences in individuals’ microbiota, creating new opportunities in the market for probiotic ingredients that support skin health.

As more insights emerge, consumers are beginning to think beyond simple cosmetic concerns and considering their skin health from a holistic wellness perspective. And in a crowded skincare market, they are looking for solutions that back up their claims. ADM has a rapidly growing number of clinical trials researching the role of the gut microbiome in skin health to inform its development of probiotic formulations that address skin care.

5. Consumer interest in immune health will be a top priority today and in the future.

Support for immune function remains top of mind among health-conscious consumers. New insights into the gut microbiome underlie the potential for proactive solutions on this front—like supplements that increase the diversity of microbiota in our guts.

ADM insights show 75% of global consumers say they will make greater attempts to stay healthier, and 65% are more conscious of their immune health due to COVID-19.5 What’s more, 66% of global supplement consumers are seeking out supplements formulated to support immune function. While the pandemic has amplified conversations around immune health, the trend is likely to continue as consumers carry new nutritional routines into their new normal.

Specifically, in Asia-Pacific:

• 65% of Australian consumers recognise the link between their immune system and digestive health.
• 70% of Chinese consumers recognise the link between their immune system and digestive health.
• 69% of South Korean consumers recognise the link between their immune system and digestive health.
• 61% of Chinese consumers say they are more focussed on immunity compared to one year ago.
• 65% of Indian consumers say they are more focussed on immunity compared to one year ago.

The findings, based on research from ADM’s proprietary Outside Voice consumer insights platform, highlight the consumer trends shaping the fast-growing market for solutions that include prebiotics, probiotics, and increasingly, postbiotics. This deep dive into the microbiome segment builds on the release of ADM’s 2022 Global Consumer Trends report, which showcased the eight areas of focus for food, beverage, health and wellness, and animal nutrition brands this year.

Sources:
1. Euromonitor – IPA Global Probiotics Market Insights
2. ADM Outside Voice℠ in partnership with FMCG Gurus (August 2021)
3. FMCG Gurus, Assessing the Importance of Cognitive Health (June 2021)
4. FMCG Gurus, How Has COVID-19 Changed Consumer Behavior (March 2021)

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