NutraCast: Exploring trends and tapping biotic opportunities
Hannah Ackermann, RD, director of marketing and communications at COMET, said identifying these trends is more than just online research; it requires boots on the ground.
“I attend many of the leading microbiome conferences every year, including Probiota," she said. "It’s a great way to really tap into the research. I also attend ISAPP [International Scientific Association for Probiotics and Prebiotics] and then along with that I'm constantly looking at market research to see what's going on, along with the rest of my team. And then also a really important aspect is we listen to our customers and to see what they are seeing and what they are hearing. That really helps us drive our insights and where we think our product can fit best."
The report explored what health motivators drive consumers, generational and gender differences and perceived value, as well as what resonates with both old and new biotics consumers.
One major opportunity the report uncovered is the introduction of an Ozempic alternative. While today’s consumers are enamored with dramatic weight loss effects of Ozempic and similar drugs, the report said prebiotic fibers should be marketed as natural ways to improve insulin responses and appetite regulation.
"GLP-1 drugs are definitely not what I think is the most effective solution to the obesity epidemic we have in this country," Ackermann said. "That being said, we definitely do need solutions and I understand why people are hungry for a product like this. The one thing these GLP-1 drugs do is they constantly signal to your brain that you're full.
“I think a big opportunity is to create Ozempic alternatives. The microbiome is a great way to do this. We know we can tap into the same hormones like GLP-1 and help modulate them to give consumers the similar satiated fullness effects without all these potentially dangerous side effects.”
She cited Supergut as an example of a brand that is currently marketing its prebiotic fiber as a way to boost the same gut hormones affected by weight loss drugs.
“Biotics can help improve insulin responses and other metabolic responses and I think as a microbiome industry, we really need to do a better job explaining this to consumers,” Ackermann added.
To hear the other trends identified in the report and what’s next for Comet, listen to the NutraCast.
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