Global Nutrition Leader Outlines Emerging Trends That Will Shape the Fast-Growing Microbiome Segment in the Year Ahead
ADM (NYSE: ADM), a global nutrition leader that powers many of the world’s leading food, beverage, health and wellness brands, today released its outlook for the global microbiome market. human, which is expected to reach nearly $9.1 billion. by 2026. 1
The results, based on research from ADM’s exclusive outside voiceSM consumer insights platform, highlight consumer trends shaping the rapidly 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 featured the eight areas of focus for food, beverage, health and lifestyle brands. animal welfare and nutrition this year.
Comprised of billions of unique microorganisms, the link between the human gut microbiome and well-being is increasingly understood by consumers. According to Mark Lotsch, President, Global Health & Wellness at ADM: “There is a growing body of scientific evidence linking the gut microbiome to key aspects of health and wellness. Nutrition is one of the most effective tools at our disposal to support the proper functioning of the microbiome. ADM’s research highlights new findings and insights, demonstrating the potential positive impacts of supporting the food microbiome on aspects of health and well-being. By combining clinical research with investments in real-world applications, such as our partnerships with innovators like Nourished and shiny seedADM provides its customers with the knowledge and solutions to meet consumer needs.” 2
The way forward for nutritional solutions and dietary supplements that support the microbiome and help consumers meet their wellness needs lies in product innovation for new market segments, more personalized assessment tools and science-backed products.
The top five trends shaping the industry this year include:
- Growing consumer awareness of the gut-brain connection and the link between microbiome function, mood and cognition
In partnership with FMCG Gurus, ADM’s Outside VoiceSM research has found that more than half (58%) of global consumers are aware of the potential benefits bacteria in the digestive tract can have on certain aspects of health and well-being3. With growing awareness of the connection between mind and body, consumers are paying more attention to the impact their food, beverage and supplement choices can have on their well-being. In fact, 53% of consumers say products designed to support brain health are appealing4. Emerging research supports this link: According to an Oxford University study, BioKult’s multi-species probiotic supplement have shown that the product can support mood as well as other related aspects of cognitive health.
- Personalized nutritional solutions designed to support the daily performance of Olympians and weekend warriors
Consumers are taking a more holistic view of their diet and lifestyle choices, with gut health at the center. The microbiome has become the new frontier for the next generation of personalized nutrition, with growing evidence of links to sleep hygiene, general mental well-being, immune function and more. Protein bars and ready-to-drink shakes are staples for every active lifestyle. They will soon be tailored to meet each individual’s specific activity and lifestyle needs.
- Consumers are using test kits to assess the makeup of their microbiome as the phenomenon of personalized nutrition gains traction
Personalized assessment solutions help consumers learn more about their bodies, including analyzes of their individual gut microbiomes – and these services are rapidly becoming mainstream. New technology in the field is equipping consumers with test kits to assess the composition of their microbiomes, and consumers are using this information to try out new dietary and lifestyle habits. More than half (59%) of global consumers find the idea of nutrition-focused genetic testing appealing, and of those, 64% would be willing to use the technology, according to Data FMCG gurus.
- Demystifying probiotics and the skin microbiome
Consumers increasingly believe that the benefits of probiotics extend beyond the gut, and research is beginning to uncover the role of the skin microbiome and how probiotics can support skin health in oral and topical. But in a crowded skincare market, consumers are looking for solutions that back up their claims. ADM has a rapidly growing number of clinical trials investigating the role of the gut microbiome in skin health to inform its development of probiotic formulations that provide adjuvant support for the skin.
- Consumer interest in immune health will be a top priority now and in the future
As the ongoing COVID-19 pandemic converges with a surging cold and flu season earlier this year, supporting immune function remains a priority for consumers. Research shows 75% of global consumers say they will make greater efforts to stay healthier, and 65% are more aware of their immune health due to COVID-195. What else, 66% of global supplement consumers are looking for supplements formulated to support immune function. While the pandemic has amplified conversations about immune health, the trend is set to continue as consumers incorporate new nutritional routines into their new normal.
Together, these emerging developments in the area of microbiome-supporting biotic solutions, combined with growing interest from mainstream consumers, have created a market with high growth potential. ADM’s team of researchers, nutrition scientists and regulatory experts, together with its innovative partners, positions the world’s leading food solutions provider to help shape the future of nutrition with the microbiome at its core.
To learn more about ADM, please visit www.adm.com.
ADM unleashes the power of nature to enrich the quality of life. We are a leading global human and animal nutrition company delivering future-oriented solutions today. We’re blazing new trails in health and wellness as our scientists develop breakthrough products to support healthier living. We are a leading innovator leading the way to a new future of plant-based consumer and industrial solutions to replace petroleum-based products. We are an unparalleled agricultural supply chain manager and processor, ensuring food security by connecting local needs with global capabilities. And we’re a leader in sustainability, moving across value chains to help decarbonize our industry and protect our planet. From seed of idea to solution outcome, we give customers an edge to solve the nutritional and sustainability challenges of today and tomorrow. Learn more about www.adm.com.
1 Euromonitor – Global IPA Probiotics Market Overview
2 This communication is intended for B2B use only and no statement is intended to be construed as endorsed by regulatory authorities.
3 ADM Outside Voice in partnership with FMCG Gurus (August 2021)
4 FMCG Gurus, Assessing the Importance of Cognitive Health (June 2021)
5 FMCG Gurus, How COVID-19 Has Changed Consumer Behavior, March 2021
Source: Company press release