New GPA consumer survey shows prebiotic category potential for 2023, says Clasado Biosciences
Growing consumer awareness of prebiotics is welcome news for product developers and formulators in the health and nutrition category, is one of many important findings in consumer research from industry awareness body, the Global Prebiotic Association (GPA).
Analysing new data from consumers across the US, China, UK, Germany and Italy, the 2022 ITC Insights Consumer Supplement User Prebiotic Category report shows prebiotic awareness at 85% in 2022, up from 81% in 2021 and closing in on the adjacent probiotics category.
The survey also notes growing public confidence in their efficacy, as a natural result of heightened awareness. The new statistics published by GPA show that of prebiotics users, both regular and infrequent, perceived effectiveness and trust in the benefits sit at an impressive 66%.
Proving an unmissable source of insight for formulators and brands alike, highlights from the GPA consumer survey are also being showcased in an upcoming webinar from the GPA here: Webinar: Key Insights into the Prebiotic Supplement Consumer – Global Prebiotic Association.
Per Rehné, CEO at Clasado Biosciences and board member of the GPA, explained the significance of the survey’s findings by saying the results of the latest consumer survey from the Global Prebiotic Association underline what the industry has known for some time.
“As consumers around the world get more engaged with physical wellbeing and better connected with gut health, the demand for prebiotics is continuing to surge and points the way towards the future of formulation,” Rehné explained. “We have seen this first hand with our own prebiotic ingredient, Bimuno GOS, as we continue to expand into new geographies and markets.
“As one of the leading industry bodies in our field, the Global Prebiotic Association’s latest consumer survey is of huge significance and offers key clues as to why the category is seeing such success. The knowledge gaps are closing and consumers are proactively looking for prebiotic solutions, which bodes extremely well for the industry in 2023. The message is clear – the best time for brands to explore prebiotics in their product formulations was yesterday; the next-best time is now.”
Aiming to accelerate awareness of prebiotics on every level from consumer to formulator, the Global Prebiotic Association, which counts Clasado Biosciences among its members, focuses on developing learning resources, pooling knowledge and making education surrounding prebiotics accessible.
“Understanding consumers of prebiotics has never been more important. Using data and insights to shape and validate marketing, product positioning strategy and category-focused decision-making is a direct formula for success with consumers,” said GPA executive director Len Monheit.
Rehné concluded: “This latest comprehensive survey is highly encouraging for businesses in the health and nutrition field, whether they are interested in or already utilising prebiotics, as it offers tremendous insight. The report showcases how enthused the market is, with prebiotic users willing to pay a premium more than 5 percentage points higher than general supplement users. We look forward to seeing how brands respond to the latest findings, and we expect to see prebiotic innovation influence the health and nutrition market over the year to come.”
To learn more about the Global Prebiotic Association, please visit https://prebioticassociation.org
