Brands are implementing para-probiotics more actively in their formulas
Trend - Para-probiotics are non-viable microbial cells, essentially “inactive probiotics,” that carry health benefits for the immune system, digestion, and more. Recognizing that para-probiotics have applicational advantages to probiotics, companies in the food, beverage, and beauty industries are tapping them.
Insight - Due to the vast push and advocacy for holistic wellness, contemporary consumers are opting-in for products with distinct health claims. In this space, many are prioritizing peace of mind with solutions that are non-synthetic, biologically inspired, and research-backed. Placing emphasis on education and authenticity, individuals are willing to learn about new advancements in research and how innovative products might help them to be healthier and happier.
Insight - Due to the vast push and advocacy for holistic wellness, contemporary consumers are opting-in for products with distinct health claims. In this space, many are prioritizing peace of mind with solutions that are non-synthetic, biologically inspired, and research-backed. Placing emphasis on education and authenticity, individuals are willing to learn about new advancements in research and how innovative products might help them to be healthier and happier.
Workshop Question - How can your brand utilize para-probiotics in its offerings?
Trend Themes
-
Para-probiotic Formulation — Companies are swapping traditional probiotics with para-probiotics in their formulas across industries - food, beverage, and beauty.
-
Microbiome-friendly Products — Beauty and skincare brands are innovating products with microbiome-friendly and postbiotic-infused formulas, blurring the lines between skincare and cosmetics.
-
Immune System Boosting — Recent product development is geared towards formulations with immune-support fortification, health-conscious individuals are welcoming functional and health-focused products across supplement categories.
Industry Implications
-
Food and Beverage — The food and beverage industry is seeing a shift towards holistic wellness by incorporating para-probiotic ingredients and postbiotic-infused formulas to promote health and wellness.
-
Beauty and Skincare — The beauty industry is blurring the lines between skincare and cosmetics with microbiome-friendly and postbiotic-infused formulas that promote hydration and skin health.
-
Supplement Industry — With a push for immune system fortification, the supplement industry is witnessing the advent of products with para-probiotics or postbiotics to maximize health and wellness benefits.
