As research uncovers the vast-spanning role of the microbiome in overall well-being, gut health has become a hot topic in the nutraceutical, dietary supplement and functional food industries. Meanwhile, many consumers are becoming enamoured with the “biotic concept,” with products such as pre-, pro-, post- and synbiotics all proving to be popular amongst the growingly health-conscious public. This trend is reflected in the niche’s growth, with Research & Markets estimating that the market will be worth more than $9.5bn by 2030.1
However, with this impressive growth comes steep competition, as many new biotic-based products hit the market every day. To have true success in the gut health field, brands must stand out in a saturated market; the best way to achieve this is by creating clinically backed, safe, effective and transparent products that the end user can trust.
To achieve this from an R&D perspective, Vulevic — a microbiologist with more than 25 years experience in microbiota therapy development — believes that the industry could use a change in mindset. Throughout her tenure in the industry, she has not only uncovered the benefits of direct microbiome modulation, but also the plethora of challenges it presents — leading her to reconsider her approach to promoting gut health. In this piece, we discuss the best science-backed trends to pursue in the gut health space, the challenges of working with the ever-changing intestinal microbiome and why brands should focus on the gut barrier.
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