The Muscle Mag
DuBow, ADM’s Global Director of Marketing – Microbiome Solutions, had a conversation with NutraIngredients-USA at SupplySide West 2023, where he mentioned that he foresees postbiotics catching up to probiotics in the next few years due to a tenfold increase in interest.
He explained, “The growing focus on postbiotics is due to the resilience of the strains. When using heat-treated postbiotics, formulators do not need to make adjustments for live colony forming units (CFUs).
“This allows postbiotics, such as the heat-treated versions of our BPL1 (Bifidobacterium animalis subsp. lactis CECT8145) and ES1 (Bifidobacterium longum CECT7347) strains, to withstand harsh processing conditions like high heat or water content. This makes them suitable for a wide range of foods, beverages, and dietary supplements, meeting consumers’ demands for wellness products that align with their individual lifestyles and goals.”
DuBow also referenced data from Frost & Sullivan’s 2023 Growth Opportunities for the Nutrition & Wellness Industry report, which projected a 9.3% CAGR for postbiotics during 2021-2026.
The potential of postbiotics is further supported by Lumina Intelligence’s data on the global ecommerce market. A January 2023 report from Lumina revealed over 400 postbiotic products being marketed via ecommerce platforms worldwide, with Japan leading the market with 72 products, followed by South Korea (43) and the US (40).
According to Ewa Hudson, Lumina’s Director of Market Insights, postbiotics are considered “the most satisfying biotic product in the market” based on online sentiment.
Delivery formats
As explained by DuBow, gummies have become popular in the general supplements industry, making them a suitable format for postbiotics. He noted, “Postbiotics are great additions for gummies due to their ability to withstand high heat and water activity, common in gummy production. This trend aligns with the increasing demand for convenient formats that capture consumers’ attention.”
Market research highlighted in the Frost & Sullivan report indicates that chocolates, bars, drink shots, hard candies, and gummies are preferred formats among consumers seeking functional attributes for wellness support.
Definition
Postbiotics have gained prominence recently, especially after the International Scientific Association for Probiotics and Prebiotics published a consensus definition. According to ISAPP, a postbiotic is “a preparation of inanimate microorganisms and/or their components that provides health benefits to the host” (Salminen, et al. Nat Rev Gastroenterol Hepatol. 2021, 18, 649–667).
While academic circles debate this definition, consumers are beginning to associate postbiotics with similar benefits of probiotics.
Pro vs post
ADM’s Valencia facility produces probiotics and postbiotics simultaneously, allowing for tailored solutions for consumers. DuBow emphasized that the efficacy comparison between probiotics and postbiotics varies by strain.
He added, “While postbiotics expand the range of formats available for delivering microbiome support, more research on specific strains is needed to understand their efficacy. Differences in regulations also impact the value of both probiotics and postbiotics, depending on the context.”
