An estimated two-thirds of American adults experience recurrent digestive symptoms like gas, bloating, and abdominal pain, but few seek care from their doctor, according to an Ipsos survey commissioned by membership-based healthcare network MDVIP.

Many factors contribute to gut-related health concerns, including poor diet, sedentary lifestyles, chronic stress, and environmental factors, noted Emilie Puppinck, senior product manager for biotics, Gnosis by Lesaffre. Intense physical symptoms can significantly impact quality of life, and lead to emotional distress, anxiety, and depression, she added.

As a result, consumers are seeking natural solutions to ease discomfort and support long-term gut health.

“Fruits, vegetables, fungi, and fibers all comprise the basis for a healthy gut,” said Leslie Gallo, president, Artemis International. “Our food supply is laden with very questionable ingredients, including sugars, alternative sweeteners, gluten, dairy, and some ingredients we can’t even pronounce. We need to get back to basics. Eating a robust variety of fruits and veggies is the best approach to wellness.”

Overall, people are increasingly aware of the connection between gut health and general health, leading to a focus on preventive measures. According to Innova Market Insights, two in three individuals have made the connection between gut health and overall well-being.

“The general public is becoming more mindful of the importance of prioritizing gut health as research links it to mental health, immune function, and skin health,” said Puppinck.

Moreover, 71% of consumers who have heard of the gut microbiome associate it with reducing vulnerability to long-term health problems, said Camille Binachon, marketing group manager, Lallemand Health Solutions.

“We have been reading about the connection between gut health and immune (health) in a general sense for some time,” said Gallo. The science has continued to develop to connect gut health with brain health (gut-brain axis) — as it relates to stress, anxiety, sleep, and focus — as well as other specific health areas like muscle, heart, women’s health, and much more.

More than half (51%) of global consumers said they are aware — 19% very aware — of the link between the gut microbiome and overall health, according to a 20-country survey from FMCG Gurus.

“While awareness of the link between mobility and the gut microbiome may be lower for now compared to more common topics … there is very good awareness that the gut microbiome impacts many aspects of health,” said Binachon. This presents vast opportunities for companies to innovate and bring new products to market. 

Accelerating Innovation

Jordi Riera, chief business officer at Kaneka Probiotics noted the “top-down,” one-size-fits-all approach to innovation with probiotics is ceding ground to a new way of thinking.

“Precision probiotics, also known as ‘next-generation’ probiotics or ‘condition-specific’ probiotics, balance the gut microbiome like traditional probiotics while also targeting specific health areas,” he said. “They are developed using a bottom-up approach, which includes screening for probiotic effects using sophisticated preclinical tests. These tests aim to identify phenotypic traits and mechanisms of action that may influence specific pathways along the gut-axis, including neurological, immunological and endocrinological pathways.”

Applying this targeted approach for probiotic innovation allows the development of solutions that go beyond general gut-health support to provide more specific health benefits, he added.

Sam Schatz, CEO, Biohm Technologies said the biotics space “continues to bloom” with new probiotic strains, prebiotics, postbiotics, and precise combinations.

“Innovations occurring in strain discovery and development provide more precision for microbiome enrichment and for targeting specific conditions (e.g., anxiety, stress reduction, sleep support, regularity, skin support, immune support, and children’s immunity and healthy growth, to name a few).”

The understanding provided by data-science represents another growth driver, Schatz said. “Biohm Technologies is advancing innovation through pairing our expanding gut microbiome database with bioinformatics. We’ve built an AI platform that leverages this considerable and growing data to accelerate ingredient discovery and new product formulation.”

Research is revealing that fungi residing in the microbiome can provide numerous condition-specific and wellness benefits, he added. “There are many opportunities to develop products that support these fungal communities — or the ‘mycobiome.’”

Overall, innovation in the biotics space is being propelled by advancements in microbiome research and a deeper understanding of how gut health affects systemic wellness, noted Paola Delgado, COO, Helaina. “We’re now seeing the rise of next-generation probiotics, prebiotics, postbiotics, and synbiotics that are more targeted, personalized, and clinically informed. Companies are leveraging biotechnology and AI to develop precision formulations aimed at supporting gut, immune, and even skin health in more nuanced ways.”

There’s also momentum around more sustainable, innovative biotics, aligning with consumer demand for clean-label, eco-conscious solutions, she noted. “These next-generation ingredients represent a shift from one-size-fits-all probiotics to bioactives that are foundational to human nutrition and can adapt to individual needs, offering broader and more effective health outcomes.”

The biotics market is undergoing a “renaissance,” according to Edward Dosz, vice president, science and innovation, NutriScience Innovations. “We’ve moved well beyond basic fiber and traditional probiotics to a far more targeted, science-driven approach. Innovative prebiotics like ButyraGen, which directly generate butyrate, a critical postbiotic, are reshaping how we think about gut health and its systemic influence. Commonly known ingredients like polyphenols and select amino acids (‘aminobiotics’) are gaining recognition as having an impact on regulating the gut microbiome and having targeted effects.”

Filling Market Gaps

Despite market innovation, “many finished products still lack clinically meaningful doses,” said Dosz. “There’s also a gap in targeting underexplored populations like athletes, aging adults, or those with metabolic dysfunction. Personalized biotic interventions based on microbiome diversity and function are a major opportunity.”

Delgado agreed, calling the lack of personalization “a major pain point.”

“While the science is moving toward precision nutrition, many supplements on the market still take a generic approach, leading to inconsistent efficacy across individuals,” she said.

Varying ages, life stages, gender differences, and naturally occurring microbiome diversity offer a range of possibilities for product development, said Gallo. “Within these diversities, women provide numerous key substages, such as pregnancy, post-pregnancy, and peri- through post-menopause.”

Athletes also present a target market, given the importance of the gut microbiome in the way nutrients are absorbed and how muscles build, maintain, and recover during physical activity, she said.

Consumer confusion remains a significant challenge as well, said Delgado. “The market is flooded with products making big claims, but often with limited scientific validation. This creates skepticism and makes it difficult for consumers to identify trustworthy, efficacious solutions. There’s a clear opportunity to invest in education, transparency, and clinical research to bridge this gap.”

Education that can clear up consumer confusion about pre-, pro-, post-, and synbiotics could help the market advance, Puppinck concurred. Science that demonstrates efficacy of products is also key to long-term success.

Education alone isn’t always enough though, said Dosz. “Today’s consumer also wants to feel or experience a benefit quickly, so fast-acting results are becoming increasingly important for continued compliance,” he said. “Products that can offer early signs of improvement, not only in the GI space but also the gut-organ axes help reinforce that the product is working, which supports long-term use. The ideal approach combines rapid perceptible effects with clear, science-based communication about the deeper, systemic health impacts of gut health.”

Product effectiveness is a primary purchasing criteria, said Puppinck. “Each biotic strain needs substantiation to demonstrate benefits to human health. Some trends are growing, like mood, weight management, and women’s health, and we must develop research to unlock new possibilities and future innovations in the microbiome for gut health and beyond.”

Product stability is also paramount, she noted. “We need to provide innovative solutions to strain survival until they reach the intestine and then survive hostile environments (i.e., temperature, humidity, gastric pH, etc.). Biotic yeast appears as a strong solution as it does not require protective encapsulation (unlike probiotic bacteria) and is more resistant to gastric acid and bile sales. Due to stability and formulation challenges, most probiotics are available in capsules or powders, while there is a growing demand for more convenient formats (gummies, drinks, functional foods).”

An overlooked factor impacting microbiome homeostasis is the presence of polymicrobial biofilms in the gut, said Schatz. “Bacteria and fungi merge to form biofilms in the gut that can cause damage and generate systemic inflammation, increasing risk for age-related illness … Research shows that biofilms formed in the gut by bacteria and fungi are 10 times thicker than biofilms formed by bacteria alone. These thick biofilms cause digestive health complications and are hard to break down.”

The company’s probiotic blend Mycohsa has been shown in clinical studies to break down biofilms, he added.

Lallemand Health Solutions has been launching scientifically studied formulas in new areas where probiotics can have an impact, notably the gut-muscle axis for healthy aging, said Binachon.

“Cerenity by Lallemand (a combination of L. helveticus Rosell-52, B. longum Rosell-175, and B. lactis Lafti B94), plus inulin, has been shown to support the gut-muscle axis through a recent clinical study that demonstrated beneficial effects in healthy older adults,” she said. The study revealed significant improvements in mobility, coordination, endurance, and muscle strength compared to placebo. These improvements were measured using handgrip strength, the Short Physical Performance Battery, and the Timed Up and Go tests.

“Additionally, the study showed significant enhancement in the morphology of the vastus intermedius muscle as assessed via ultrasound, suggesting increased strength in the quadriceps area. These findings indicate that Cerenity effectively modulates the gut-muscle axis,” Binachon said.

Another innovative area Lallemand is exploring is the gut-brain-skin axis. In a recent proof-of-concept study, the company’s Cerebiome formula was shown to offer significant benefits for occasional stress, sleep quality, and skin appearance.

“These findings show that the psychobiotic Cerebiome not only supports gut and mental well-being but also significantly helps support skin health, offering a holistic approach to beauty and wellness,” said Binachon.

The biotics space is changing quickly, noted Taylor Berggren, senior microbiome specialist at Pendulum Therapeutics. “With increased development in genetic sequencing, we are able to establish a much deeper understanding of how our bodies and our microbes work together and talk to each other.”

Research continues to connect the gut microbiome and “pretty much every system in the body — your immune system, your skin, your brain, your metabolism, your respiratory health, etc.” she said.

“What is most interesting is finding the connection between the gut microbiome and the signal molecules that work throughout your body like neurotransmitters and hormones like GLP-1. These signaling molecules help us to take our understanding of the gut microbiome beyond just systems and see the impact at the mechanistic level.”

Practical Solutions

The future of gut health should be “personal and practical,” said Todd Runestad, chief storytelling officer at NXT USA. “While the industry chases microbiome complexity, many people just want to feel regular again. They want to eat without fear of bloating, travel without packing laxatives, and trust their digestion to keep up with their lives … It’s about moving beyond theory to real relief you can feel.”

Stress is an overlooked driver of digestive dysfunction, he noted. “People know what constipation feels like, but not usually why it happens. Chronic tension, irregular eating, and poor sleep patterns can all interfere with normal motility.”

NXT USA offers Digexin, a proprietary blend of okra fruit and ashwagandha that restores balance by improving transit time and reducing inflammation markers, he said. “It offers a clinically validated, plant-based solution that helps people feel better, faster.”

By reducing cortisol levels by up to 43%, Digexin “directly addresses stress-related constipation while improving bowel movement quality and frequency.”

Sanjay Tamoli, co-founder and partner, Logical Square, noted significant opportunities in the laxative market by providing safer alternatives to the sometimes harsh effects of OTC options. “There is no question that they work but often at the expense of someone’s quality of life,” he said. “Stimulant laxatives like bisacodyl (found in products such as Dulcolax) and senna (Cassia angustifolia) are available over-the-counter and work by triggering rhythmic contractions of intestinal muscles to eliminate stool. However, these should be used with caution and typically for short-term relief, as overuse can lead to dependency and decreased bowel function.”

Tamoli said natural solutions that provide proven results without side effects would be welcome in today’s market.

“Cassia fistula is a low sennoside content plant — unlike Cassia Angustifolia (the traditional source for senna with high sennoside content) — that produces the desired effect of relieving constipation but without the harsh side effects that frequently accompany senna,” Tamoli said.  

The company’s CaFi is a standardized extract of Cassia fistula fruit pulp, “carefully formulated to support healthy bowel function,” he added. “Unlike traditional laxative ingredients that rely on high levels of sennosides, CaFi delivers effective bowel regulation with a naturally low-sennoside content. Sennosides are stimulant laxatives that can cause dependency and irritation with prolonged use. CaFi’s gentle, simple nature provides safer use and promotes regularity without harsh side effects.”

Prebiotics Go Mainstream  

The prebiotic market has been lifted to new heights lately thanks in part to consumer thirst for prebiotic sodas from brands like Olipop and Poppi. Soon after Olipop was valued at $1.85 billion in a series C funding round, PepsiCo entered an agreement to purchase Poppi for $1.95 billion.

“We are seeing just the beginning of the next wave of functional beverages, led by prebiotic beverages,” said Len Monheit, executive director of the Global Prebiotic Association. “Some prebiotic ingredients are not that beverage-stable, others are; some companies have adequacy, others do not. It is for that very reason that we launched the Prebiotic Verified program along with SGS-Nutrasource a few years ago for both brands as well as ingredients. To date, Olipop is the only Prebiotic Verified beverage.”

As for future opportunities in prebiotics, Monheit said companies can capitalize fully on the plant-based movement. “It’s at the core and also represents a great example of the upcycled potential, as several emerging prebiotics are fiber-polyphenol in composition.”

Another lucrative opportunity can be found in nutritional support for consumers taking GLP-1 receptor agonist medications. “Part of this is the prebiotic fiber story, but it’s more than that,” said Monheit, who is also CEO of the strategy, data and insights firm Industry Transparency Center.

Additionally, for all biotics categories, there’s a large opportunity “to expand the science and applications surrounding the gut-brain connection, as stress, anxiety, energy, and overall mental wellness dominate the health-concern landscape,” Monheit said.

New and Next

Emerging research highlights multiple gut-body axes, noted Dosz, with the gut-brain, gut-muscle, and gut-skin connections among the most compelling. “Butyrate and other microbial metabolites influence mitochondrial function, inflammation, neurotransmitter signaling, and even muscle protein synthesis. For instance, some studies suggest gut bacteria can enhance brain-derived neurotrophic factor (BDNF), impacting cognitive performance and mood. We’re also seeing links between microbial composition and sarcopenia, suggesting a future for microbiome support in the healthy aging category.”

Trending ingredients include direct butyrate generators like ButyraGen, which bypass traditional fermentation to deliver butyrate more efficiently, Dosz said. “Novel prebiotics like partially hydrolyzed guar gum (Sunfiber), and polyphenol-based compounds are being used to selectively feed microbes which produce beneficial metabolites or support gut barrier integrity. Certain amino acids have shown a functional role in selectively benefiting probiotic bacteria.”

The gut-brain axis has been in the spotlight in recent years, “and this field is producing some exciting science and solutions,” said Riera. “For example, clinical research on our patented strain L. plantarum DR7, which exhibits notable benefits on the gut-brain axis, has also shown how this strain may benefit memory and cognitive function in older adults and promote emotional well-being. One clinical study showed a reduction in symptoms of stress and anxiety compared to placebo.”

A lesser-known connection is the gut-liver axis, Riera said, “particularly the involvement of the gut microbiome in regulating lipid metabolism and managing cholesterol levels.”

“We have leveraged this connection to promote cardiometabolic well-being with our patented probiotic formulation containing L. plantarum KABP-011, L. plantarum KABP-012, and L. plantarum KABP-013 — marketed as KABP Cardio.”

In a recent study, the precision probiotic blend was shown “to support heart health by impacting LDL particle size and apolipoproteins — relevant biomarkers in cardiovascular health,” Riera said.

One of the most important healthy bacteria for the gut is Akkermansia muciniphila, which makes ingredients that help support the growth of Akkermansia vital, said Gallo. “In this regard, polyphenol-rich berries and botanicals are the perfect food. We have studied our ElderCraft extract and found it to promote the growth of Akkermansia, both while taking ElderCraft and post-treatment.”

Many mushrooms are high in polysaccharides and beta-glucans, which are helpful as prebiotics, she added, offering Lion’s Mane, Turkey Tail, and Reishi as examples.

One of the most important trends in gut health is the development of new, keystone strains delivered live to the gut microbiome, said Berggren. Akkermansia muciniphila has over a decade of evidence, she said, “but has long been impossible to produce because of its anaerobic properties. It’s amazing that you can find Akkermansia muciniphila in a formulation where it is live and delivered to the large intestine. You can even find it in formulations with other keystone strains like Clostridium butyricum and Bifidobacterium infantis.”

Helaina has developed effera, the first clinically studied, human-identical lactoferrin for adult supplementation, Delgado said. “Lactoferrin is a powerful bioactive protein naturally found in human milk, known for its role in iron regulation, gut health, immune balance, and supporting recovery from intense exercise. Unlike traditional iron supplements, effera works by helping the body unlock and use the iron, calcium, and other key nutrients already present in the body, supporting energy and endurance without harsh GI side effects.”

In the gut, effera helps strengthen the intestinal barrier, promote beneficial bacteria, and inhibit harmful microbes by sequestering the iron they rely on to grow, she noted. “Its multifunctional, low-dose nature makes it ideal for today’s consumers looking for smart, effective, and gentle solutions — particularly in the women’s health, immune support, and active nutrition categories.”

Formulation Tips

The key to differentiating in a crowded market is clear, evidence-based health claims, said Riera. “Consumers strongly value ingredients supported by scientific research that validates their effectiveness. When formulating with probiotics more specifically, focus on choosing clinically-validated, precise strains, or blends of strains that synergize to provide enhanced health benefits.”

Dosz also suggested formulators start with the science, then choose ingredients that are clinically backed. “Focus on mechanisms. Are you targeting short chain fatty acid production, gut barrier integrity, or a specific axis like gut-brain? Lastly, think beyond the gut. Positioning your product as supporting mood, immunity, or skin through the gut opens the door to a wider audience.”

Schatz similarly urged companies to define what the product is intended to do for a target customer base.

“Specifying benefits like promoting gut wellness through increasing beneficial microbiome residents such as bacteria and fungi may be more attractive to today’s health-conscious and active consumers.”

Other examples of attractive gut-support product precision include “women over 50 who seek mood and mental health, fitness enthusiasts, and the increasingly-popular GLP-1 user,” he said. “Supporting a healthy gut microbiome with the proper formulation of biotics can support all these diverse health goals.”

As with other emerging technologies, innovative options in the microbiome market can be expensive, said Berggren. “And that can be difficult for consumers to understand, when they can find a probiotic off the shelf from their grocery store for less than half the cost. Not only is there opportunity to make health-driving formulations, but there is a massive opportunity to bring the public along in understanding how our different microbiomes affect our health.”