Dietary supplements focused on the microbiome (pre-, post-, syn- and probiotics) have shown uneven growth in recent years, with probiotics falling far from the heights seen in the past decade. Meanwhile, food and beverage with gut health ingredients and claims continue to outpace the gut health supplements in dollars gained.

In 2021, combined sales of pre-, syn- and probiotics added $197 million in market size; in contrast to food and beverage markets that gained $736 million.

So where do the opportunities lie? Customer education. In this report's consumer research, just 25% of consumers say they consider themselves “knowledgeable” about gut and digestive health. The term "microbiome"' is  "very familiar" to less than a tenth of respondents, showing there's a lot of white space to inform current and future customers.

This first-ever NBJ Microbiome Report breaks down all of these questions with data, market insights and proprietary consumer research to build a tool for navigating the complexities of the food versus supplement dynamic and seeing where that dynamic will take the market next. The microbiome may not be short on unknowns, but brands not willing to wait for every answer will find plenty here to plot a way forward. 

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Each chapter contains action items to bring the insights into your day-to-day