Trends in Probiotics And Prebiotics in Europe in 2022

Question

In Europe, consumers of all age groups are looking for ways to educate themselves about probiotics and prebiotics, from Baby Boomers to Generation X, and Millennials to Generation Z. 72% of consumers across all age groups prefer products that contain both prebiotics and probiotics, among those who are aware of the distinction between the two. In addition, FMCG Mistral Tradings investigations have showed that immune health is a priority for consumers, and consumers are realising that this component of health is intimately tied to digestive health and mental wellbeing. This suggests that people are seeking products that are multipurpose, handy, and beneficial to their health. In addition, it is obvious that consumers are viewing health through a holistic lens.

Priority is given to dietary supplements.

Across all age cohorts, consumers are selecting food and drink products more than nutritional supplements. 82 percent of Millennials who have purchased a probiotic product in the past twelve months consume prebiotic food and drink items, according to FMCG Mistral Tradings consumer analytics. In contrast, 76% of Millennials utilize prebiotic dietary supplements. This is because customers perceive food and drink goods to be more natural and tastier than nutritional supplements. Significant popularity exists for these products among Generation X. Generation X is, surprisingly, the most suspicious of health claims made by brands on packaging. As a result, this age group are searching for products with maximal reassurance and evidence-led, clinically confirmed promises on packaging.

According to FMCG Mistral Tradings consumer insights, European consumers are taking a proactive approach to their health and wellbeing. The findings of FMCG Mistral Tradings indicate that consumers are seeking prebiotics to improve their immunological and digestive health. A median of 46% of all age groups that purchase prebiotics reported that they were not having symptoms. In addition, an average of 36% of respondents reported that they ingest prebiotics due to a compromised immune system. This suggests that the majority of consumers believe they are in good health, but are nonetheless embracing this proactive approach as a way of prevention rather than treatment. In doing so, customers hope to reduce their susceptibility to disease and illness, allowing them to maintain a high quality of life for as long as feasible.

Deconstructing Skepticism

To dissolve the mistrust around nutritional supplements, such as their unnatural connections, businesses must actively challenge these prejudices. Consequently, it is necessary for brands to provide clean and eco-friendly labeling. This will represent the natural components and techniques utilized across the supply chain for these items. To overcome mistrust, marketers must provide data to support their green and clean claims, which will appeal to health-conscious consumers.

To improve consumer impressions of nutritional supplements and healthy components, marketers could pitch their products as conveniently nutritious, delicious, and economical. Moreover, it will be advantageous for companies to boost immunological and digestive health, since these are the most prioritized components of health across all age groups, with an average of 63.5% of consumers prioritizing their immune health and 52% favoring their digestive health.

Raising Awareness

According to market study conducted by FMCG Mistral Trading, marketers must investigate novel methods of teaching customers about the critical significance of the gut microbiota. Brands should also ensure that they communicate to customers how prebiotics and probiotics help benefit digestive health. Across all age cohorts, approximately half of consumers have heard of the word 'prebiotics', for instance, 48% of Generation Z stated that they have heard of this. Alternatively, only 8% of Generation Z claimed that they grasp the distinction between prebiotics and probiotics and their vital significance toward one's health.

When consumers are provided with a microbiome definition, they are eager to learn more about it. 74% of Generation Z would like to learn more about the gut microbiome, for example. This reflects the proactive approach of many consumers to their health and wellbeing. Consumers actively studying and educating themselves on digestive health is one component of this phenomenon.

Attitudes and Behaviors Towards Plant-Based Alternatives

Consumers prefer products to be labelled as plant-based, as opposed to vegan friendly products. Plant-based claims can be associated with claims of naturalness. In comparison, vegan friendly claims may be associated with compromise. This is because of the strict practices of such dietary plans, compared to vegetarian and flexitarian diets.



When seeking out plant-based products, consumers see the volume of protein as important. For example, 60% of global consumers think that protein content is important when buying dairy alternative products. However, there are negative feelings around these protein sources. Around two thirds of consumers feel that plant-based protein is less tasty and more expensive than animal products. Also, over half of consumers think that plant proteins are less juicy than meat. Protein is a key ingredient in plant-based products and appeals to many through its variety of health benefits.

Eco-Conscious

There is a growing trend around consumers being more aware of how their diet and lifestyle choices impact the environment. For instance, 79% of global meat eaters who are looking to reduce their intake of meat over the next 12 months, claim that environmental concerns are the reason for this. However, regardless of health and environmental concerns, consumers are unwilling to compromise on indulgence and enjoy luxurious tastes. Brands must continue to push the boundaries of innovation and focus on the sensory enjoyment of taste and texture. While brands may be environmentally friendly, consumers are often sceptical of such claims. This is because they are aware of how brands can greenwash consumers to persuade consumers of a products sustainability. It is not enough to simply claim a product to be environmentally friendly, but brands must provide evidence to support their claims.








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