Microbiome science has entered a new, more sophisticated phase. Scientists now understand how this complex network impacts virtually every aspect of human health—and advances in research have paved the way for the next generation of targeted and personalized interventions to support the gut ecosystem.
“Microbiome research has come a long way, and what really matters now—especially for retailers—is understanding which breakthroughs actually move the needle with consumers,” says Kash Rocheleau, CEO, Icon Foods. “We’ve moved beyond the generic ‘probiotics are good for you’ narrative. Today’s consumers want specificity: which strains support immune health, which help with mood, and which play a role in metabolic balance. That demand for science-backed claims is only going to intensify.”
Consumer demand for all types of microbiome support, including probiotics, prebiotics and postbiotics, has soared, and the market shows no signs of slowing. Markets and Markets reports that the microbiome category reached $810 million in sales in 2024 and is projected to rise to $4.21 billion by 2030, with a robust CAGR of 31.5%.
Retailers are in a prime position to capture a bigger share of this market by helping customers understand the best way to combine microbiome ingredients to achieve their desired health benefits. “Microbiome innovation now hinges on how ingredients work together, the localized effects they have in the gut, and their broader, body-wide effects,” explains Alex Fryer, VP of Go-To-Market Strategy, NBPure. “It’s no longer enough to focus on single ingredients in isolation—protocols, synergy, and systemic outcomes are the new table stakes. Over the next decade, microbiome breakthroughs will be driven by three key areas: targeted probiotics, multi-fibers, and synbiotics.”
With probiotics, consumers want strain-specific benefits, agrees Sandra Saville, RD, Director of Education and Communication, International Probiotics Association (IPA). “Not all probiotics are equal. Scientific rigor supports strain-level identification, and documented health outcomes. Consumers and health care professionals are seeking clinically validated products. Retailers should prioritize brands that communicate strains and product validation clearly on packaging and in marketing.”
Consumers are also looking beyond colony-forming units (CFUs) to advanced delivery formats. “There are emerging technologies in the probiotic universe that allow effective delivery at lower thresholds, meaning that billions of CFUs including overages are not required,” says Len Monheit, Executive Director at Global Prebiotic Association (GPA) and CEO at Industry Transparency Center (ITC).
One such advance is delayed-release capsules, notes Max Willis, Chief R&D Officer, Better Being Company. “One of the most recent impactful discoveries has been the incorporation of delayed release capsules, which contain an acid-resistant coating on the capsule casing to help protect fragile culture strains during digestion. Solaray’s Enteric Shield VegCaps are unlike any other coating on the market, helping the probiotics arrive alive in the more basic pH of intestinal tract where the bacteria may colonize and provide a greater benefit.”
Of course, probiotics are just one piece of the microbiome puzzle. “Without a prebiotic fiber, those fabulous probiotic bacteria will not sufficiently grow,” says Thom King, Chief Innovations Officer, Icon Foods. “Probiotics without prebiotics are like elite athletes without a nutrition plan. You’ve got to feed the flora if you want them to stick around and perform.”
Consumer awareness of prebiotics has grown, and it’s making a difference in their shopping habits, says Udi Alroy, CEO and Co-founder, Carobway. “Prebiotic-labeled products are almost outpacing probiotics in sales for the first time. Unlike live cultures, prebiotics are shelf-stable, easier to formulate, and backed by science linking them to immune health, weight management, mood, and metabolic wellness.”
King notes that there is a wide range of fermentable fibers to choose from in supplements and functional foods, depending on the desired benefits and function. “Some favorites are Partially Hydrolyzed Guar Gum (PHGG) which is low FODMAP, highly tolerated, feeds butyrate producers; Fructooligosaccharides (FOS), fast-fermenting, bifidogenic, sweet-tasting, plays well in powders and functional foods; galactooligosaccharides (GOS), human milk oligosaccharide analog, powerful for infant through adult microbiome resilience; polydextrose, functional bulking, mild prebiotic, excellent for blood sugar buffering and sugar replacement; inulin, classic and cheap, but gas-prone, useful when you’ve got label space and budget constraints; and of course acacia fiber, ultra-gentle, label-friendly, a nice bridge between prebiotic and clean label aspirations,” King explains.
“Something that is getting especially interesting,” King adds, “particularly for nerds like me, is enzymatic hydrolysis of carbohydrates, which is giving us new-generation fibers that behave like sugars but metabolize like fibers. Soluble tapioca fiber, partially hydrolyzed guar gum (guar fiber), isomaltooligosaccharides (IMOs), and even resistant maltodextrin are created through controlled hydrolysis of starches, breaking down polysaccharides into nondigestible oligosaccharides. This allows us to fine-tune solubility, sweetness, viscosity, and digestive tolerance—a formulator’s dream toolbox. This is a very exciting category for us.”
In addition to pro- and pre-biotics, there’s a growing market for postbiotics, the metabolites produced by probiotics in the gut. “The introduction of postbiotics into the microbiome spectrum has been very impactful. Even five years ago, there was little to no discussion of this element of gut health,” notes Adam Goodman, VP of Sales and Marketing at Summit Rx.
Postbiotics such as the short-chain fatty acid butyrate play a critical role in maintaining the gut lining and have been shown to have a direct effect on other health factors such as metabolism. “Directly ingesting postbiotic metabolites helps to reset the environment in the gut microbiome ecosystem,” adds Ross Pelton, RPh, CCN, Ph.D., Science Director, Essential Formulas Incorporated. “The gut microbiome in people with dysbiosis is usually far too alkaline. The optimal microbiome pH is usually from 6.2 to 6.8, which is weakly acidic. After three years of natural fermentation, Dr. Ohhira’s Probiotics contains over 500 postbiotic metabolites in the fermented material. Over 100 of the postbiotic metabolites in Dr. Ohhira’s Probiotics such as butyrate, organic acids, amino acids and fulvic acids are weakly acidic compounds, which will help improve the pH balance of the gut.”
Another advantage of postbiotics: “Because they don’t contain live organisms, postbiotics are inherently more shelf-stable and suitable for a broader range of formats without compromising efficacy,” says Justin Green, Ph.D., Scientific Affairs Lead for EpiCor. “Consumers prefer the convenience and palatability of formats like gummies, powders, and stick packs.”
Brands are increasingly combining pre-, pro- and post-biotics in a single supplement format: “Synbiotics represent the most advanced systems thinking in the space,” says Fryer. “Synbiotics are the current gold standard of efficacy. Pairing the right fibers with the right strains doesn’t just improve colonization. It can also balance fermentation, increase metabolite production, and can reduce side effects like bloating. Multi-fiber blends paired with targeted strains show greater efficacy and tolerance, while extending benefits throughout more of the body. This is where microbiome research is headed: strategic ingredient ecosystems that work as one.”
Retailers that communicate this synergy of ingredients through education and customer outreach will be well-positioned to lead in this evolving and increasingly educated market, says Maria Ángeles Gutiérrez Montero, Business Development Director of SuanNutra. “There is enormous opportunity in the biotics synergy space—particularly in developing next-generation formulations that combine prebiotics, probiotics, and postbiotics into a single product. These combinations—sometimes described as food + bacteria + metabolite—can offer layered benefits: nourishing the microbiota, introducing beneficial strains, and enhancing the environment or host interaction. These ‘supercharged’ biotic blends are especially appealing for premium-positioned brands looking to deliver comprehensive microbiome support with strong scientific rationale.”
Stocking convenient, fun formats such as functional foods, gummies and drink packs can also attract customers, says Denisse Colindres, Senior Manager Nutrition Communication, North America at BENEO. “The surge in popularity of products like fiber-forward gummies greens powders, and prebiotic + probiotic powdered beverage blends reflects a broader consumer shift: They’re looking for gut optimization tied to weight, mood, and energy. These lifestyle products are often inspired by clinical evidence on ingredients like chicory root fiber—and show how science is influencing mainstream wellness.”
Retailers can foster consumer trust through social media, adds Rocheleau. “Social proof matters. Reviews, testimonials and real-life transformations create credibility and urgency. When retailers showcase how these supplements have helped people like their customers—especially in formats like TikTok, reels, or influencer user-generated content—they create trust and connection, which drives conversion.”
Benefits in Demand
“Consumers today are looking to address a range of health issues by supporting their microbiome, including: digestive health, immune function, mental well-being, women’s health, metabolic health, skin conditions, and support through the lifespan, including healthy aging and longevity,” notes Saville.
There are two key paths to appealing to consumers seeking microbiome benefits, asserts Fryer. “According to the 2025 Gut Health Report from Nutrition Business Journal, the most effective way to understand today’s microbiome consumer is through two lenses: specific pain avoiders and overall gain seekers. Specific pain avoiders are trying to fix something. They’re dealing with bloating, irregularity, food sensitivities, acid reflux, IBS, or just the feeling that something’s off every time they eat. For them, gut health is triage. And the microbiome offers a natural, system-based way to address specific pains that customers are running away from. Overall gain seekers, on the other hand, are running toward wellness through gut health. They want legitimate claims supporting immunity, metabolism, beauty, hormones, mood, and more. They’ve heard the buzz around GLP-1, cortisol, blood sugar, and even toxins like microplastics—and they’re looking for gut-first support.” Grouping products by benefit can help customers find the relief or benefit they’re seeking.
Improved Digestion:
Often, digestive issues are the first sign that the microbiome needs support. “Many diseases including type 2 diabetes, food allergies, irritable bowel syndrome, obesity, metabolic syndrome, and many others, have been associated with intestinal barrier dysfunction.” This barrier serves to prevent spillage of intestinal content into underlying tissue and systemic blood circulation, explains Brian Meehan, Ph.D., Chief Science Officer, ClostraBio. “Breaches in the intestinal wall can result in the escape of molecules, driving inflammatory responses throughout the body. Symptoms associated with intestinal barrier dysfunction are often referred to as ‘leaky gut.’”
The intestinal barrier is maintained in large part via the production of short-chain fatty acids (SCFA), Dr. Meehan says, including butyrate, which is produced by a small fraction of intestinal bacteria. “CLB101 is ClostraBio’s proprietary strain of Anaerostipes caccae, a direct butyrate producer. High-profile scientific papers have demonstrated CLB101’s association with high butyrate production and intestinal barrier integrity.”
Other probiotic strains have been shown to help improve the composition of beneficial bacteria in the gut, leading to improvements in digestive symptoms, says Julie Dennis, National Educator at Nutranext. “Bifidobacterium longum, stands out for its functional benefits. In one human clinical trial, after subjects supplemented with B. longum, results demonstrated its ability to colonize the gut. Another randomized double blind placebo controlled trial noted after supplementation with B. longum for 12 weeks, there was a significant reduction in Irritable Bowel Syndrome Symptom Severity Scores compared to placebo.”
Emilie Puppinck, Senior Product Manager, Biotics, Gnosis by Lesaffre, points to ibSium(Saccharomyces cerevisiae CNCM-I-3856), a probiotic yeast clinically proven to support overall intestinal comfort, as another option. “ibSium has shown consumer-approved, fast-acting digestive support. A study on more than 1,160 volunteers reported more than 96% satisfaction with gut comfort improvement with ibSium. Three out of four participants experienced positive effects on their digestive comfort within the first 15 days of consumption.”
Feeding the microbiome the right types of fiber can also help improve digestion, adds Samantha Ford, MS, Business Director, AIDP. “AIDP’s Actazin is a green kiwifruit powder with enzyme activity that improves digestion and gut motility. Livaux is a gold kiwifruit powder that’s rich in polyphenols and supports anti-inflammatory mechanisms within the gut. GutGard is a flavonoid-rich licorice extract that improves symptoms of functional dyspepsia with a low dose.”
Postbiotics also work to repair the intestinal barrier and foster healthier microbiome populations, adds Dr. Green. “Cargill’s EpiCor postbiotic is a great example. Backed by more than a dozen published studies, EpiCor has been shown to support the gut microbiome by positively modulating beneficial bacterial populations and, in model studies, supporting short chain fatty acid production, which benefit immune and gut health.”
Mood/Stress Support: 
“In 2024, 43% of U.S. adults reported increased anxiety over the previous year, according to results of the American Psychiatric Association’s annual mental health poll,” notes Dennis. She points out that that’s why RenewLife formulated their Daily Mood+ Ultimate Flora Probiotic, which pairs mood-boosting pre- and probiotics blends with ashwagandha for additional mood support.
Metabolism:
“Individuals’ microbiome profiles can predict their response to GLP-1 treatment,” says Ford. “Certain groups of bacteria (for example, Bacteroides) have been identified with a strong correlation to GLP-1 RA efficacy. This makes sense if you consider the role of these gut microbes in metabolism—they ferment complex carbs and prebiotics, influence the secretion of appetite-suppressing hormones, and impact insulin sensitivity. All of this is pointing to the idea of ‘priming the gut’ to improve metabolic outcomes, whether or not pharmaceutical intervention is in the mix.”
Prebiotics are also beneficial for those on GLP-1s or those looking for general weight loss support, adds Tracey Halama, CEO, Supergut. “Soluble fiber is valued for its ability to slow digestion, support glycemic control, and promote heart health. Insoluble fiber, on the other hand, helps add bulk to stool and promotes efficient elimination—making it essential for digestive comfort and regularity. Our proprietary prebiotic fiber blend includes unripened green banana, oat beta glucan, resistant potato starch, soluble and insoluble fiber—a combination that addresses key consumer health concerns including digestive health, cardiovascular support and appetite control.” The brand recently introduced GLP‑1 Booster, a flavored drink mix with its proprietary fiber blend, which can help support weight loss goals.
Chicory root fiber is another prebiotic with weight-loss benefits, says Colindres, pointing to a systematic literature review with meta-analyses that shows =chicory root fibers promote clinically meaningful reductions in body weight, body mass index (BMI), fat mass, waist circumference, and body fat percentage. “This is a significant step forward demonstrating that ingredients like chicory root fiber can shift the gut microbiota in a direction that supports better metabolic health and satiety, even influencing gut hormones such as GLP-1 and PYY.”
Ford says AIDP’s PreticX is a xylooligosaccharide prebiotic that remodels gut microflora, promoting growth of species such as Akkermansia and GLP-1 relevant microbes.
Another fiber blend with clinically proven results is the SuanNutra’s Prebiotic Metabolic Regulator blend, says Gutiérrez Montero. “It combines nine clinically studied fibres—including resistant dextrin, PHGG, oat and wheat fibres, and GOS/FOS—to support appetite regulation via GLP-1 production, improve insulin sensitivity by 61%, reduce inflammation by 42% and manage cholesterol and blood glucose levels.”
Beyond pro-and pre-biotics, McNamara suggests oleoylethanolamide (OEA), branded as Trpti. “Trpti influences many beneficial bacterial species, including Akkermansia muciniphila and Faecalibacterium prausnitzii, which are linked to improved gut barrier function, metabolic health, and anti-inflammatory effects,” says McNamara. “OEA is a fatty acid ethanolamide produced by the intestine in response to food intake. It functions as a signaling molecule that activates PPAR-α, promoting lipolysis (the breakdown of fat) and reducing food intake. Additionally, OEA stimulates the release of GLP-1 through a G protein-coupled receptor-dependent mechanism (GPR119), further helping to decrease food consumption.”
Women’s Health:
“Women’s health is a large conversation as well in the space, as the microbiome can help balance hormones and support vaginal and skin health,” notes Willis. Solaray’s line of pre, pro and postbiotics—Mycrobiome Complete—offers specialized formulas for Women, Men, Adults 50+, and more.
On the strain-specific side, the probiotic strain S. cerevisiae CNCM I-3856 (as Quatreflora from Gnosis) can support intimate health, adds Puppinck. “This strain also demonstrated efficacy for women who experience a yeast infection caused by C. albicans and offers distinctive benefits over probiotic bacteria consumed to mitigate yeast infection.”
Heart Health:
Cardiovascular health is the next frontier in microbiome benefits and new strains have emerged that deliver big benefits, says Cellan Davies, Head of Marketing, ProBiotix Health. “One standout example is LPLDL, a patented strain of Lactobacillus plantarum, clinically shown to reduce cholesterol, ApoB, blood pressure and triglycerides, which are all critical markers for cardiometabolic health. Several human intervention studies demonstrate the ability of LPLDL to modulate bile salts via the gut-liver axis, which can lead to significant reductions in LDL cholesterol, Apolipoprotein B, and blood pressure. These aren’t just theoretical benefits, but measurable outcomes supported by rigorous science.” ProBiotix offers LPLD in tri-layer tablets that preserve the live probiotic while combining it with synergistic cardiovascular actives like CoQ10 or vitamin K2 and in InstaMelt powder, which dissolves directly on the tongue without the need for water for optimal consumer.
Microbiome Deep Dive
Science and innovation move at a rapid pace in this space, which is why Naturally Informed takes two deep dives a year: One in our virtual conference (available on demand at NaturallyInformed.net) and another in our digital publication, Mastering the Microbiome, free to access on WholeFoodsMagazine.com. WF
