Soft drinks with probiotics are selling a lot more.
Drinks with probiotic and prebiotic properties are becoming more and more popular among consumers. According to market research firm SPINS, sales of soft drinks with probiotics and prebiotics in the US climbed by 210% between April 2022 and April 2023.
During a SupplySide West talk on October 26 in Las Vegas, Brandon Casteel, vice president of partnerships at SPINS, stated that “probiotic soda is having its moment right now.” “Looking at it year over year, it’s up 210%.” Crazy, huh.
Sales of water products containing probiotics and prebiotics have increased by 18% year over year. Mr. Casteel stated that businesses are marketing goods with several uses across all categories. He used the example of a water product whose primary use is to promote sleep.
This will only become more and more varied, he said.
Yogurt that is refrigerated continues to lead the probiotics category. Sales of probiotic-containing chilled yogurts increased 10% annually to $5 billion. While sales of kombucha fell 1.7% to $650 million, sales of chilled drinkable yogurts surged 17% to $570 million.
“A universe unfolding: Uncovering the mysteries of the microbiome and connection to health” was the title of the session in which Mr. Casteel spoke. Other subjects addressed by speakers included formulating for the elderly and marketing issues.
Danger of hashtags
Hashtags and “likes” on social media posts are two prominent examples of how regulators may notice posts, according to Asa Waldstein, principal of the Supplement Advisory Group.
During a lecture on the microbiome, he stated, “Adding a hashtag is the quickest way to turn an otherwise compliant post into a non-compliant post,” using the hashtag #inflammatoryboweldisease as an example.
Adding an emoji or “liking” a post might also attract attention.”That has been transformed into labeling,” Mr. Waldstein remarked. “You’ve made that into a promotional item.”
He claimed that social media posts and blogs are examples of marketing that follow regulations. The US Food and Drug Administration frequently cites blog posts in warning letters.
Businesses should use caution when making claims on social media or in any other marketing materials. According to Mr. Waldstein, even if leaky gut may be more of a symptom than a disease, the FDA may view the claim that it “supports leaky gut” as dangerous. “Supports optimal gut permeability” may be a less thrilling marketing slogan, but it may be safer.
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Creating formulas for the elderly
According to Sandra Saville, head of education and communication for the International Probiotics Association, probiotics, prebiotics, and postbiotics may all help to slow down the process of physical aging. They might help with sleep, digestion, brain function, bones, and muscle. According to Ms. Saville, formulators of these items had to keep in mind the traits of customers who are older than 60. Perhaps their taste and smell senses have become muted. They can have trouble swallowing, and gummies might adhere to their teeth.