Gut health has become a hot topic of research in recent years. This has resulted in a large body of research on dietary components and their effects on gut health, much of it outside of the traditional carbohydrate/fiber sources of prebiotic ingredients.
Many Ingredients Are Currently Flagged as Prebiotics
For example, a recent review of plant-based ingredients used to treat bowel disease in traditional European medical settings found: Ingredients of turmeric, ginger and rosemaryto have “Potential Gut Microbiota Modulatory Effects.”na
A recent study of anthers has emerged, They hyped up turmeric as a “prebiotic compound.”Another study published just this week found that curcumin, quercetin, resveratrol, naringenin, and epigallocatechin-3-gallate all have anti-inflammatory and microbiome-modulating effects that may help patients with IBS. .
Since various ingredients have been studied in this regard and there are various foods containing these ingredients, the question becomes:
GPA is about to set boundaries
Len Monheit, executive director of the Global Prebiotic Association, whose members include Deerland, ADM, Ardent Mills, Church & Dwight, says message dilution is a concern in this category. According to Monheit, GPA has worked to define and protect areas in this category so that consumers aren’t confused enough to ignore the message.
Monheit said GPA isn’t necessarily averse to broadening category definitions to include new ingredients, as long as it has data to justify what is said about those ingredients.
“We’ve seen terminology expand”Monheit said. “It’s been expanded to include not only carbohydrates, which are traditionally the base of the category, but also polyphenols and resistant starches.”na
“It’s all good. But I’ve also seen things like apple cider vinegar claiming to be a prebiotic. (main active ingredient in these products) Not tested as a prebiotic to my knowledge. ”he added.
In an effort to set boundaries on what “prebiotics” means, GPA has come up with its own definition. It is:
“Prebiotics are products or ingredients that are utilized by the microbiome to provide health or performance benefits. na
“naAlso, a prebiotic effect is defined as “a health or performance benefit resulting from alterations in the composition and/or activity of the microbiota, either as a direct or indirect result of utilization of a particular well-defined product or ingredient by microorganisms.” is.na
Expanding categories and deepening consumer understanding
GPA hasn’t done its own market research yet, so he doesn’t have hard numbers to hand, but the category is experiencing strong growth, said Monheit. According to market research firm Grandview Research, the global market for these ingredients is expected to reach $6 billion in 2021 and grow at a compound annual growth rate (CAGR) of 14.9% from 2022 to 2030. Predicted.
According to Monheit, GPA has consumer research that reinforces how much end users have learned about the health effects of prebiotics. A recent survey of people (who are more informed than consumers) found that getting more fiber in their diet was only number four on the list of reasons to choose prebiotic products. was shown.
“High on the list were considerations such as immunity to support probiotic use, or overall microbiome health.” Monheit said.
Can off-the-shelf prebiotics replace off-the-shelf versions?
According to investment consultant Mike Bush, the GPA works to better define categories and ensure a level playing field in terms of matching claims with effective dosages, but new Ingredient technology is coming to the fore and could throw a wrench into its capabilities. Member of the Board of Directors of the International Probiotics Association. Bush has participated in several gut health ventures.
“Every time you turn around, there is a new prebiotic that claims to do something magical. think.” He said.
One of the things the GPA claims is “specificity.” This means that the developer has data demonstrating that a prebiotic ingredient can preferentially support the growth of a particular probiotic organism or class of organisms. Bush said the idea is now becoming an almost plug-and-play option that could confuse the category, for lack of a better term.
“There are developers out there who can make custom carbon carbon sources that can claim to be prebiotics without having to go to a supplier of branded ingredients. He said.
