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Trend - The gut health movement is experiencing a strategic pivot as brands increasingly favor prebiotic ingredients over traditional probiotics. This shift is particularly pronounced in the baked goods category, where prebiotics like inulin chicory root and resistant starch are appearing in everything from protein bars to artisanal breads.

Insight - This prebiotic preference reflects brands' need to balance consumer wellness demands with operational realities. Unlike probiotics, which require careful handling and cold storage to maintain live cultures, prebiotics offer the digestive benefits consumers seek without the logistical headaches. For manufacturers, this means greater product stability, longer shelf life, and the ability to incorporate gut health benefits into ambient temperature products like granola bars, crackers, and baked snacks.