Go with the gut: Products for microbiome balance link to overall health – product development guide

In a huge market category like gut health, supplement brands must clearly show the effectiveness of their ingredients to garner consumer trust and break through the noise. Nutrition Business Journal’s Supplement Business Report 2023 reveals that pro-, pre-, post and synbiotics accounted for 25.3% of the $11.58 billion specialty supplements market in 2022 — it’s the largest subcategory besides the “other” grouping. But with so many options to choose from, those differentiating factors must be front and center.

Clinically studied ingredients have an advantage in this competitive landscape. More and more of the “biotics” and digestive enzymes included in healthy microbiome products have undergone human clinical trials, giving brands clear benefits to immune function, mood, skin health and more to talk about when promoting their products.

Dive into this month’s product development guide for details on the most extensively researched, branded ingredients available for formulation into the market-winning gut health products today’s consumers are reaching for.