Highlighting the sudden growth in the number of published studies on postbiotics, Levitt notes a report that predicted the market to reach $24.03 million by 2029 (Meticulous Research).
With regards to further growth, she emphasises the importance of communication and re-educating consumers on the benefits of heat-killed bacteria compared with live strains.
In addition, she says there needs to be clear communication of the specific benefits postbiotics can bring, as well as continual clinical research to enhance the clarity of these benefits.
With regards to key concerns around consumers understanding of postbiotics, she explains: “I don't believe that consumers have to fully understand a category to be interested in it or to have that category grow.
“Understanding the clinical research as this category grows is going to be extremely helpful in understanding how these products will provide a benefit. If these products solve a problem for the consumer, then that’s going to give the category the impetus to grow.”
She spotlights examples of the numerous consumer groups who would benefit from postbiotics, including those with low fibre diets, those taking antibiotics or other medications, as well as the immunocompromised who cannot consume live bacteria.
In addition, she notes the range of benefits of the category for the industry, including increased shelf stability, ease of production, packaging, and storage, as well as the opportunity for the inclusion bacteria that had been previously difficult to grow.