28 March, 2025 – Postbiotics is a relatively new -biotics term. The International Scientific Association for Probiotics and Prebiotics (ISAPP) defined postbiotics in 2021 as “inanimate microorganisms or their components that provide health benefits.” Postbiotics are different from the better-known probiotics and prebiotics and the scientific community is not yet in full agreement on the definition of postbiotics. However, opportunities are growing globally for innovation in products with postbiotics and postbiotics claims.
This article is based on Innova’s Trending in Postbiotics – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Following Global Trends in Postbiotics
Postbiotics are becoming more prominent in food and beverage products around the world. To understand postbiotics in the food and beverage industry, it’s important to focus on market trends, look at consumer preferences as expressed in surveys and on social media, and pursue opportunities for innovation.
Postbiotics confer health benefits such as digestive health and immune health, so they commonly are incorporated into various types of functional foods. These functional foods can include beverages, snacks, dairy products, plant-based alternative dairy products, and supplements. Brands that differentiate their postbiotics-containing products can take part in the exciting wellness market and appeal to consumers looking to improve their gut health.
Postbiotics Have Growth Potential
According to launch information tracked by Innova Market Insights on global innovation in food, beverage, and supplements, postbiotics are a niche ingredient with potential to grow. Consumer awareness about postbiotics is pretty low so companies need to educate consumers regarding the many benefits of postbiotics. This can build recognition and traction in the marketplace.
Influencers, Social Media, and Postbiotics
Influencers have become an important outlet for information about emerging ingredients such as postbiotics. Influences can raise awareness about postbiotics by posting about their benefits, especially to consumers who are interested in improving their health.
The key benefit of influencers is that they can bridge the gap between postbiotics and consumers. Some influencers are nutritionists who talk about postbiotics. The number of influencers is pretty limited, so brands have opportunities to raise awareness about postbiotics by engaging influencers as partners.
Social media channels monitored by Innova show that consumers have positive impressions of postbiotics. This is good news for brands. News articles posted by news outlets about postbiotics can reach a large audience, but social media mentions by consumers are limited. Brands need to educate consumers about the benefits of postbiotics so that consumers can talk about postbiotics on social media. Current areas of interest to consumers regarding postbiotics are gut health, immune health, and overall well-being.
Demographic Groups and Postbiotics
Social media conversations on X about postbiotics suggest that young Millennials and Baby Boomers are the generations most interested in the health benefits of postbiotics. The difference between the generations is that Millennials turn to postbiotics for prevention while Boomers use them for digestive issues that arise with age. Women engage in more social media conversations than men do. Women are particularly interested in postbiotics for digestive health, gut balance, immune health, and overall wellness.
Innovation in Postbiotics Benefits
The number one established benefit of postbiotics is gut health. Other key benefits of postbiotics are immunity and general wellbeing. Areas of global innovation in postbiotics include digestive support and weight management.
Postbiotics in Food, Beverage, and Supplement Launches
Postbiotics are emerging in food and beverage launches. Dairy is an important category for offering health benefits using familiar foods. Postbiotics also can add health benefits to soft drinks, snacks, sweeteners, and gummies.
Postbiotics are fast-growing in supplements, which are more widely used than food and beverage products. Social media is buzzing with conversations about dairy postbiotics in particular for their benefits to gut health, immunity, and other health benefits.
Patent Activity for Postbiotics
Innova Market Insights monitors patent activity around postbiotics. Applications are on the rise from food companies, as well as the more traditional pharmaceutical and research companies. Explored concepts include incorporating postbiotics into functional foods and supplements, generating postbiotics from diverse microbes, using heat-killed Bifidobacterium longum, leveraging Phellinus linteus mycelium for immune health, and improving stability.
What’s Next in Global Postbiotics Trends?
Postbiotics can aid in development of personalized solutions for educated consumers. AI and microbiome research can help companies produce different postbiotic formulations to meet the needs of specific populations, including athletes and sport enthusiasts, older adults, and working professionals who are under stress. Meal replacements and functional foods with added postbiotics can offer benefits ranging from energy to better sleep.
Synergistic blends will combine postbiotics with other -biotics or with active ingredients such as adaptogens, nootropics and plant-based protein. Blends offer innovation opportunities that can help support holistic wellness for mental health and physical health. Beverages that have a well-established role in gut health and immune, namely, kefir, plant-based dairy alternatives, and kombucha, can offer expanded benefits with the addition of postbiotics.
Consumers value products with a clean label and sustainable sourcing. Expect to see a heightened emphasis on naturally fermented postbiotics that come from whole foods rather than synthetic additives. Consumers who are concerned about the environment will value sustainable production methods for and ingredients that are rich in postbiotics from upcycled food byproducts.
This article is based on Innova’s Trending in Postbiotics – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
