COMET's 2024 trend predictions highlight opportunities for microbiome-enhancing foods, beverages, and supplements. Hannah Ackermann, Registered Dietitian and Director at COMET, explained that the company looked all aspects of the target biotic consumer, including current health motivators, generational and gender differences, and factors that generate perceived value. Using this data, the COMET team identified four primary macro market trends that are driving what the company sees as the top 10 microbiome product opportunities. "Interestingly," Ackermann noted, "this year's microbiome predictions have more to do with physical and social trends than they do with gut health, and this is a true sign of the times."
4 Macro Market Trends in the Microbiome Space
Get the highlights, and don't miss the full report with market research, analysis and more: Top 10 Biotics Opportunities for 2024.
1) Offering an Ozempic Alternative
COMET stressed that product marketers should recognize that while "today's consumers are enamored with the dramatic weight loss effects of Ozempic (and similar) drugs available, prebiotic fibers can also plug into the conversation with improved insulin responses and appetite regulation." There are opportunities to capitalize on the buzzworthy Ozempic effect with natural products.
2) Making Believers Out of Gen Zers
Gen Zers will surpass Millennials as the largest consumer base in the U.S. by 2026, COMET reports, and biotics can help deliver on Gen Z's needs. The company explains: "This group seeks out a holistic style to their wellness and a transparent approach – preferably through social platforms and people they can trust."
3) Formulating for Women Across Ages and Life Stages
The conversation around women's health is now at the forefront. Women have unique needs, such as menstrual and vaginal health, conception, pregnancy, menopause and more needs that shift on a monthly or mid-monthly basis, and COMET points out that a focus on the microbiome with biotic-enhanced foods, beverages and supplements can appeal specifically to women's needs.
4) Appealing to Consumers Driven by Perceived Value
Cost-effective products that deliver multiple synergistic benefits, whether actual or perceived, are on trend. "Incorporating COMET prebiotic fiber can add more than just health benefits to a product but its patented upcycling technology used to generate ARRABINA dietary fibers lends itself to sustainability and environmental efficiency messaging that can improve your label," the company shared.
Reach out to learn more about the trends and opportunites that can help increase uplift slowing sales in COMET's report: Top 10 Biotics Opportunities for 2024.
