Consumers are searching for pre- and postbiotics to support gut- and brain-health, boosted by the growth of GLP-1 antagonists, Vaughn DuBow, senior director of product portfolio, marketing health and wellness, explained at Natural Products Expo West.
Most consumers (84%) recognize the gut microbiome’s role in overall health, and 85% agree that the gut-brain connection is crucial for overall well-being, according to a Sept. 10 survey of more than 2,000 consumers from biotech company Verb Biotics.
“We found some really great research looking at consumers and what they associate ingredients with specific health benefits. And surprisingly, out of the top five ingredients that consumers associate with mental health, prebiotics and probiotics are actually two of the top five,” DuBow noted.
“Consumers are already really drawing a correlation between their gut health and their brain health more and more as every day goes on. So what we are really trying to do is reinforce that message and show that the gut-brain axis is a real thing,” he added."
Connecting gut and women’s health
ADM partnered with Asahi Group ahead of Expo West to market and distribute its Lactobacillus gasseri CP2305 postbiotic, which offers stress, sleep and mood benefits. Lactobacillus gasseri CP2305’s effectiveness is backed up by eight clinical human trials.
Additionally, ADM is conducting two human clinical trials on lactobacillus gasseri CP2305 for menopausal and premenstrual support, DuBow explained. ADM also offers Novasoy Soy Isoflavone – an extracted genistein that can provide relief from hot flashes – he added.
“Women need the support just as much as men do and to ever have the divide did not make any sense. So, we are just getting back up to that parity level, where it should be,” DuBow said.
“We are expanding out into the women’s health category more and more each year, and the Lactobacillus gasseri CP2305 is going to allow us to take that next step into women’s health,” he emphasized.
What is new in GLP-1 support products?
GLP-1 drugs are driving innovation in foods, beverages and supplements, with support products helping those who are on and coming off the drug, DuBow noted.
Gastrointestinal issues are a common side effect of GLP-1 drugs like Ozempic and WeGovy.
Most consumers (74%) on weight-loss medications are open to trying new products, with 83% saying they were “very interested” in products marketed as complementary to the drug, ADM shared in a survey of 1,500 people on the drugs.
Consumers often lose muscle mass along with body fat while on GLP-1 antagonists, requiring increased protein consumption to maintain muscle, DuBow said. ADM also offers a portfolio of proteins to boost satiety, which can support those going off GLP-1 medications who experience increased hunger.
“When people come off the drug, there is the need to improve satiety because their satiety is through the roof all the time while they are on a drug. Then, they come off, and they may have a rebound effect. So, by having something that can improve satiety – clinically studied and actually shown to do it – you are going to help make sure that people who are coming off the drugs are better supported in their journey," DuBow elaborated.
Videography, production and editing by Caroline Rude
