The gut microbiome is a complex ecosystem of trillions of bacteria and other microorganisms. Every person has a unique makeup of microbiota based on their chemistry, environment, diet, and other factors. When these bacteria are in balance, they support digestion, the immune response, endocrine function, and overall health.
The food industry can play an important role in helping consumers pursue health goals by providing options designed to support a thriving microbiome. Many brands already offer products featuring prebiotics and probiotics — but postbiotics are something new. How do postbiotic-enhanced foods contribute to a healthy gut?
Prebiotics, Probiotics, and Postbiotics: What’s the Difference?
Probiotics are living microorganisms that promote beneficial bacteria in the gut. While they’re found in traditional fermented foods like yogurt, sauerkraut, and tempeh, consumer awareness of the health benefits of probiotics is relatively new.
The global market for probiotics has grown considerably in recent years, hitting a value of $87.7 billion in 2023, with a predicted CAGR of 14.1% that could take it to nearly $200 billion by 2030.
Prebiotics are also promising, valued at $6.95 billion in 2023 with a forecast CAGR of 11.4% that could bring it to over $13 billion by 2029. Prebiotics are high-fiber foods like fruits, vegetables, legumes, and whole grains that feed probiotics, contributing to a healthy and functional microbiome. In other words, they help probiotics do their job.
Postbiotics are something else. They are the waste (or metabolic byproducts) left behind when prebiotics and probiotics are digested. These compounds are also beneficial, featuring nutrients like vitamins B and K and amino acids, as well as peptides and short-chain fatty acids that promote the growth of good bacteria while inhibiting the growth of harmful bacteria.
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Is There a Market for Postbiotics?
To a degree, postbiotics are the natural byproduct of adding prebiotics and probiotics to a diet. However, there’s also room for brands to explore postbiotic-enhanced products. Currently, the postbiotic market largely centers on supplements, valued at $10.8 million in 2023, with a predicted CAGR of 10.5% that might bring the market to $27.3 million by 2031.
This is a drop in the bucket compared to probiotics. However, the potential for growth could hinge not only on the benefits postbiotics offer but also on the fact that they’re not living organisms.
In addition to potentially inhibiting harmful foodborne pathogens like salmonella, staph, and E. coli, postbiotics do not require refrigeration, thus allowing for easier production and greater product longevity.
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How Postbiotics Are Being Used
The same fermented foods that feature probiotics are also sources of postbiotics. Manufacturers that sell products like yogurt, kefir, sauerkraut, kimchi, pickles, tempeh, miso, and kombucha may not want to complicate their marketing messages by touting little-known postbiotics, as opposed to well-known probiotics.
However, as awareness of and demand for postbiotics grows, this approach could shift. The existing market for supplements reveals growth opportunities among consumers who might be open to trying postbiotic-enhanced food and drinks.
In addition to gut health benefits, postbiotics might increase food safety and shelf-life, preventing spoilage by inhibiting the growth of microbial pathogens between manufacturing and consumption. In this capacity, they could help preserve meats, dairy products, and fresh produce when applied to packaging materials.
Why Brands Are Embracing Postbiotics
The postbiotic market is a natural extension of the prebiotic and probiotic markets, with benefits that should appeal to consumers already interested in foods and supplements that promote gut health.
Although postbiotics are a relatively new entry to the functional food space, they are showing promise as more brands and consumers become aware of their potential benefits.
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