The microbiome is a hot topic. Scientific researchers and the media love to discuss new potential health benefits emerging from the better understanding of the human microbiome.
But the biggest challenge is how to commercialise the science and how to create value for consumers.
This 19-page Strategy Briefing shows how companies can pursue new microbiome opportunities in the food, beverage and supplements markets by using Seven Healthy Habits. We have distilled these from the successes and failures of probiotics and prebiotics suppliers over the last 25 years.
Backed up with examples and short case studies, the briefing provides a proven model that anyone can apply to their business.
The publisher has been helping companies to commercialise new nutrition science for 20 years. Making insights about how to succeed with microbiome science publicly available for the first time.
Microbiome is top-of-mind for many companies
Seven healthy habits for commercialising microbiome science
1. Strive to become expert in both science and markets
- Mini Case Study 1: Lack of market understanding causes science commercialisation fail
2. Help the consumer feel the beneﬁt
3. Find the best product type to deliver your science
- Mini Case Study 2: Can cookies be a credible vehicle to mainstream the microbiome?
4. Asia and America are the place to be
- Mini Case Study 3: Barleymax
5. Give retail strategy as much thought as you give to science
6. Don’t treat health claims as ‘the answer’
7. Invest in a communications strategy
Chart 1: Microbiome success is more about creating ‘consumer pull’ than ‘technology push’
Chart 2: Digestive claims dominate but immunity, cognition and energy are gaining ground
Chart 3: The body of science around probiotics and various health beneﬁts is growing (1)
Chart 4: The body of science around probiotics and various health beneﬁts is growing (2)
Chart 5: Consumers are increasingly searching for information about probiotics’ health beneﬁts beyond digestion
Chart 6: The nutrition product lifecycle & the positioning challenges in commercialising microbiome science
Box 1: Kellogg’s grows its ﬁbre range
Box 2: Examples of how microbiome science is identifying the beneﬁts beyond digestion
- All Bran
- GNU Biotics
- Health Lab
- McNeil Nutritionals
- Weight Watchers