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
1. Para-probiotic Formulation - Companies are swapping traditional probiotics with para-probiotics in their formulas across industries - food, beverage, and beauty.
2. Microbiome-friendly Products - Beauty and skincare brands are innovating products with microbiome-friendly and postbiotic-infused formulas, blurring the lines between skincare and cosmetics.
3. 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
1. 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.
2. 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.
3. 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.
