By: Marta Tortajada Serra - VP of Science and Technology Health and Wellness - ADM

The COVID-19 pandemic has changed many consumers’ perceptions of personal health and wellness. Shoppers have expanded their definition of wellness beyond just physical factors and now view mental and emotional well-being as equally important facets of general health. In addition to this increasingly holistic perspective, health-conscious consumers are also becoming more aware of the critical role of the microbiome. 

Previously seen as a peripheral area of study, a growing clinical evidence base supports the importance of the microbiome in maintaining overall wellness. More than 900 peer-reviewed papers are now available on the subject of microbiome and health related to human clinical trials, according to a PubMed search using specified criteria [1]. This rising interest within the scientific community has had an impact on the commercial market, with the industry predicted to see a compound annual growth rate of 6.9 percent over the next five years to reach $77 billion by 2025 [2]. As shoppers make increasingly mindful decisions to promote their physical, mental, and emotional well-being and look for products to help address specific concerns, it’s crucial that manufacturers understand the factors shaping consumers’ shifting priorities so they can meet market demand. 

The microbiome and the supplements market 

The human microbiome broadly refers to the complex communities of microorganisms that live in (and on) our bodies. While in recent years the evidence base has grown for other microbial ecologies (including the skin, lung, and oral cavity), the majority of research published to date relates to the gut microbiome, and it’s this space that offers the greatest potential for supplement consumers. Fueled by the growing body of scientific evidence, today’s wellinformed shoppers recognize the links between a robust microbiome and other health areas and are therefore seeking out products that care for their gut microbiota. Indeed, 57 percent of US consumers already take supplements to support their microbiome, while 22 percent of European adults do so to manage their weight [3, 4]. 

The physical and emotional pressures of the pandemic have also boosted demand for probiotic or live culture supplements. Almost two-thirds of global consumers now associate these ingredients with immune health, and 24 percent say that aiding their mental well-being is the main reason they purchase supplements [5, 6]. With knowledge of and demand for microbiome supplements still growing, the opportunities for supplement producers are clear. The next step is to identify consumers’ specific priorities around weight management, mental wellness, and immunity and combine these with the latest clinical research to develop novel products. 

Taking back control: The microbiome and weight management 

The stresses of the last 12 months have had a significant impact on consumers’ attitudes towards their bodies. In 2020, almost a third of respondents to ADM’s proprietary OutsideVoice research said the pandemic made them more conscious of their weight. This concern has only increased in 2021, with 83 percent of US consumers citing their weight as a health area they’d like to improve [7, 4]. Understandably, buyers are looking for solutions to these concerns and, according to emerging clinical research, cultivating a more diverse microbiome could hold the secret to maintaining a healthy weight. 

Researchers Vinod K. Gupta, Sandip Paul, and Chitra Dutta examined the differences in the composition of the human microbiome between geographically and ethnically diverse population groups [8]. As part of their observational study, they summarized that the typical lifestyle practiced by the inhabitants of developed, industrialized nations, including “indoor-based” living, “consumption of refined high protein foods,” and “habitual use of antibiotics,” has negatively affected the diversity of the western population’s microbiome. They link this phenomenon to the growing prevalence of modern “diseases of civilization” such as asthma, allergies, diabetes, and obesity. Research like this, highlighting the potential connections between microbiome diversity and the prevalence of metabolic conditions, has allowed researchers to investigate whether certain combinations of pre-, pro-, and postbiotic ingredients might have a positive effect on the management of weight and weight-related conditions, in turn opening up new possibilities for producers looking to appeal to consumers with clinically backed supplement ingredients and products. 

One such example of an ingredient proven to target factors related to consumer concerns surrounding metabolic health and weight management is BPL1 (Bifidobacterium animalis subsp. lactis CECT 8145), ADM’s proprietary microbiome solution. Two clinical trials have demonstrated the potential beneficial effects of BPL1, and its heat-treated version HT-BPL1, in multiple markers that are linked to metabolic health, including waist circumference (heattreated BPL1), abdominal fat mass proportion (live BPL1 in Prader Willi children over 4.5 years of age), and body mass index (live BPL1) [9, 10]. In addition to this evidence, ADM has also carried out studies on the strain’s mechanism of action, and in a pre-clinical model, has identified a molecule that promotes fat reduction [11]. BPL1 can be formulated as capsules, tablets, sachets, and a wide range of other formats to help manufacturers create on-trend products that address consumers’ weight-related concerns. 

Botanical extracts can also contribute to a wide variety of wellness needs. One such extract, guarana, is a rich, natural source of caffeine, which has been shown to support weight maintenance. As 28 percent of US consumers are actively seeking out botanicals in their diets–and 23 percent seeking out caffeine–supplement producers can leverage an engaged market by offering botanical ingredients in convenient formats [12]. 

Seeking comfort: The microbiome and the mind 

Optimizing mental well-being is another priority for today’s health-conscious consumers, increasing the demand for solutions that tackle stress, low mood, and fatigue. In a recent survey, almost half of buyers around the world reported suffering heightened anxiety as a result of the pandemic, while 24 percent cited more frequent feelings of depression [13]. As months of working from home have eroded the divide between work and home life, consumers are seeking supplements with ingredients that can help alleviate anxiety, aid stress relief, and support other lifestyle-related considerations such as sleep and relaxation [14]. 

Just as research has spotlighted the microbiome’s deep connections with metabolic health, emerging evidence also backs its role related to mental health, with an increasing number of studies looking into what is termed the “gut-brain axis” as reflected in a recent review paper [15]. The paper’s authors sought to examine links between the microbiome and mental illness outcomes and found evidence of links between dysbiosis (an imbalance in the gut microbiota), inflammation of the central nervous system, and the development of mental illnesses. The paper also cites at least five scientific publications involving preclinical and clinical evidence that suggest probiotics “mitigated anxiety and depressive symptoms similar to conventional prescription medications,” though they state that further research is needed to definitively prove whether probiotics can be used in isolation or if they must be supplemented with more traditional mood-stabilizing drugs. 

With a growing research base suggesting that ingredients to support the microbiome could help stressed-out shoppers manage their mental well-being, manufacturers should focus on developing new probiotic-based products in convenient formats, such as gummies, that put consumers at ease. Ease of use, digestibility, and affordability are important considerations for products in this category, as time-poor consumers are looking for solutions that can be easily slotted into their busy routines without the added stress of a large price tag.

Building resilience: The microbiome and immune health 

Even before the COVID-19 pandemic, proactivity and prevention were the watchwords of a growing number of consumers conscious about their immune health. In 2019, 55 percent of shoppers surveyed said they had made changes to their diet and lifestyle in order to improve their immunity [16]. Unsurprisingly, the emergence of the coronavirus has rapidly accelerated this trend. Of those canvassed in 2020, 64 percent stated they had become more concerned about their immunity, and 81 percent of today’s US consumers intend to improve their immune health [4]. 

Similar to their shifting approach to metabolic and mental wellness, consumers are becoming increasingly aware of the essential role that the microbiome plays in the development and function of the immune system. A recent comprehensive scientific literature review coauthored by a leading microbiome researcher concluded that the human gut microbiota play a critical role in determining susceptibility to and outcomes of infectious diseases, helping to fend off infections and building a strong intestinal barrier [17]. 

With probiotics and cultures listed as one of the top three ingredients shoppers associate with immune health, this growing understanding has clearly influenced consumer perceptions, leading them to demand reliable microbiome supplements that can help address their immunity-related anxieties [18].

Specific bacterial strains such as Lactobacillus rhamnosus CNCM I-4036 offer supplement producers an opportunity to impress shoppers with clinically researched results in tablet, sachet, or capsule format. In a preclinical animal study, this strain is shown to positively impact an antiinflammatory marker, and in a preclinical in vitro model, it is shown to inhibit pathogenic organisms [19, 20]. Volunteers in one double-blind, placebo-controlled clinical trial displayed significantly increased CD3+, CD4+, CD25+, and CD127- cells (a common measurement of regulatory T lymphocytes) as well as modulated markers related to inflammation compared to baseline [21]. Greater recognition of the effect age and environmental factors can have on the microbiome, and therefore, the body’s ability to react to infections, may increase the relevancy of these solutions to a wider demographic, only increasing their potential for supplement manufacturers. 

A botanical extract that also addresses immunity concerns is acerola–a proprietary source of vitamin C, which contributes to the normal function of the immune system [22]. With 43 percent of US consumers already adding vitamin C to their diet to support immunity, there is clearly a market for botanical extracts containing ingredients that offer functional benefits in convenient formats [4].

Delivering on today’s demands, predicting tomorrow’s The supplement market today is in many ways unrecognizable from its position just over a year ago, at least in terms of consumer priorities. From better weight management to stress relief and especially immune health, the pandemic has launched trends that are likely to define the industry for years to come, and this isn’t all that has changed. Modern shoppers in search of their own unique paths to holistic wellness are better informed and more skeptical of health claims than ever before. Going forward, brands must spotlight transparency and authenticity in their product offerings, while ensuring they work with experienced ingredient suppliers and formulation experts who can lend their supplements that all-important scientific backing to support their ingredients. After a year of upheaval and uncertainty, one thing is clear: supplement producers need to constantly keep a finger on the pulse of consumer opinion and harness the power of the microbiome if they wish to create products that are truly primed for post-COVID success.

References

1. www.pubmed.gov. Search term (microbiome) AND (health) filtered by Clinical Trial and Humans.
2. The Hartman Consumer Research October 2020, slide 79.
3. The Hartman Group. Functional Food & Beverage and Supplements, April 2020. 
4. FMCG Gurus: Top Trends for Functional Lifestyle Explored, June 2020. 
5. The Hartman Group – Health & Wellness 2021: Reimagining Well-being Amid COVID-19.
6. FMCG Gurus: Probiotics in 2021, February 2021. 
7. The Hartman Consumer Research October 2020, slide 82. 
8. Vinod K. Gupta, Sandip Paul and Chitra Dutta, Geography, Ethnicity or Subsistence-Specific Variations in Human Microbiome Composition and Diversity, Frontiers in Microbiology (2017), https://www.ncbi.nlm.nih.gov/ pmc/articles/PMC5481955/. 
9. Pedret. Pedret A, Valls RM, Calderón-Pérez L, et al, Effects of daily consumption of the probiotic Bifidobacterium animalis subsp. lactis CECT 8145 on anthropometric adiposity biomarkers in abdominally obese subjects: a randomized controlled trial, Int J Obes (Lond) 43(9):1863‐1868, (2019) doi:10.1038/s41366-018-0220-0. 
10. Amat-Bou. Amat-Bou, M.; Garcia-Ribera, S.; Climent, E.; Piquer-Garcia, I.; Corripio, R.; SanchezInfantes, D.; Villalta, L.; Elias, M.; Jiménez-Chillarón, J.C.; Chenoll, E.; Ramón, D.; Ibañez, L.; Ramon-Krauel, M.; Lerin, C, Effects of Bifidobacterium animalis Subsp. lactis (BPL1) Supplementation in Children and Adolescents with Prader–Willi Syndrome: A Randomized Crossover Trial, Nutrients, 12, 3123, (2020). 
11. Balaguer, F., et al, Microbial Biotechnology 0(0): 1-12 (2021). 
12. ADM OutsideVoice. 
13. The Hartman Consumer Research, October 2020. 
14. The Hartman Consumer Research, October 2020.
15. Clapp, Megan et al, Gut microbiota’s effect on mental health: The gut-brain axis, Clinics and Practice vol. 7,4 987, (2017), https://www.ncbi.nlm.nih.gov/pmc/articles/ PMC5641835/. 
16. FMCG Gurus: Top Ten Trends for 2020, January 2020 (Results based on FMCG Gurus Immunity survey in Q3 2019). 
17. Zheng, D., Liwinski, T. & Elinav, E., Interaction between microbiota and immunity in health and disease, Cell Res 30, 492–506 (2020), https://doi.org/10.1038/ s41422-020-0332-7, introduction. 
18. FMCG Gurus: What’s next for Immune Health in 2021. 
19. Plaza-Diaz, J., et al. (2014) PLoS One. 9(5): p. e98401 (study showed L rhamnosus to lower only TNF-alpha). 
20. Munoz-Quezada, S., et al. (2013) Br J Nutr. 109 (S2): p. S63-S69. 
21. Plaza-Diaz, J., et al. (2013) PLoS One. 8(10): p. e78111. 
22. Commission Regulation (EU) No 432/2012of 16 May 2012. Official Journal of the European Union L 136/1 (May 25, 2012) [https://eur-lex.europa.eu/legal-content/ EN/TXT/PDF/?uri=CELEX:32012R0432&from=EN]. 

Marta Tortajada Serra is vice president of science and technology health and wellness at ADM (www.adm.com, 312 634 8100)