Market challenge insights from personalised nutrition trailblazer

By Nikki Hancocks

- Last updated on GMT

getty | microbiome jungle
getty | microbiome jungle

Related tags personalised nutrition active nutrition summit

The founder of one of the first microbiome testing kit companies on the global market describes the key challenge for personalised nutrition businesses ahead of his appearance at the Active Nutrition Summit next week.

After launching his business in Berlin in 2017, Dr Paul Hammer, CEO and founder of Biomes, says whilst many have joined this trendy industry of gut microbiome testing, his USP comes from a significant databank from 50,000 users and 80 data points, and the ability to manufacture microbiome test kits and analyse samples in-house.

The company combine microbiome markers and lifestyle data to provide personalised nutrition, biotic supplement advice, and lifestyle tips.

Speaking before his appearance in a panel discussion on the subject of personalised nutrition at the Active Nutrition Summit​ in Amsterdam next week (Oct 9th-11th), he tells NutraIngredients that Biomes’ advice is derived from a database created over the last 10 years, from studies and databases.

He says any advice given must be backed by at least three independent publications, and at least one on humans, each with the same significant conclusion.

“We provide the user with information on their immune system, digestion, gut barrier, vitamin deficiencies, mood, sleep, cardiovascular health, constipation and more.

“We give personalised recommendations on diet as well as giving pro and prebiotic recommendations – either provided from third party distributors or in-house.”

Adult consumers are offered supplements in capsule format, while children are offered banana flavoured powder, and the company’s recently recruited audience – dogs – are also offered supplements in powder form, for adding to meals.

Discussing the biggest challenge for his, and any other microbiome health targeting company, Hammer says the difficult lies in changing consumer mindset.

“You can do great dashboards with loads of health stats and great knowledge but we have to engage the people to listen to the advice, whether through entertainment, gamification, storytelling, or digital touch points such as a smart phone.

“For all companies in this sector it makes no sense to help consumer make changes for a few weeks, the key is getting them to break old habits and form new ones.”

As well as offering microbiome tests and analysis direct to consumers worldwide, Biomes also offers these capabilities on a B2B basis, plus the team provides insights to other businesses working within the probiotics arena.

“A food company can come to us with a specific strain and ask us to look in our database to see who has that strain in their gut. Or they might come from the opposite angle and ask us to analyse women aged 30 to 60 who suffer constipation, compared with women that age who are healthy, and look to find the differences in their gut bacteria to discover potential probiotic strains against constipation.”

Beyond these many different elements of the business, Biomes is looking for partners to extend its reach to the beauty-from-within market, with skin microbiome tests and diet advice. Hammer believes there is huge demand for this service from consumers with skin issues as well as consumers simply looking to get a beauty boost.

Hammer joins NutraIngredients' three day conference next week, which aims to bridge the gap between science and nutrition solutions for the active consumer.

He will provide his expertise within a panel which is set to contemplate the opportunities in personalised nutrition interventions with a focus on new technologies, key barriers, and ethical considerations.

For more information, and to purchase a ticket visit the event website here​.


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