Probiotic supplements and fortified foods/beverages have colonized mainstream households.
Advances in R&D and unique microbial strains have helped formulators deliver a range of innovative solutions that meet consumer demands for products that align with their lifestyles. Here’s a sample of recent innovative and interesting products highlighted by Tom Vierhile, innovation insights director for GlobalData, using the company’s Product Launch Analytics database.
Vaginal health seems to be a focus for probiotic innovation, including dietary supplements like Queen V DD Probiotic Daily Dose Supplement. This deviates from the normal innovation path for probiotics which is geared toward digestive health and immunity.
The brand's focus is on offering trustworthy, better-for-you, affordable, and easy to use products that are free from harsh ingredients and chemicals that will empower millennial women to take control of their health, while encouraging an honest dialogue about feminine hygiene. Included in the range is a gluten-free and non-GMO Daily Dose Probiotic Supplement marketed under the Queen V DD Probiotic banner and said to promote vaginal health by balancing yeast and bacteria, while also supporting digestive, immune, and antioxidant health.
AZO Complete Feminine Balance Daily Probiotic from i-Health, Inc. claims to help support natural defenses to protect vaginal health. Probiotics are said to bring good bacteria into the body and to help keep bad bacteria from flourishing. The dietary supplement features trademarked INTELLIFLORA (claimed to be a clinically proven blend with four lactobacilli strains most commonly found in healthy women) to help restore the natural balance of good bacteria and yeast and help maintain a healthy pH.
Ganeden BC30 probiotics have greatly advanced innovation by allowing companies outside of the dairy product categories to add this spore-based type of probiotic culture. Mariani Premium Probiotic Prunes is a product consumers would not necessarily associate with probiotics, but may associate with digestion.
Children are becoming a focus for innovation in probiotics. i-Health, Inc. has launched a Probiotic Supplement range under the Culturelle Probiotics Baby brand name. Culturelle Probiotics Baby Probiotic Supplement. The two variants of the range include Calm + Comfort (Probiotic + Chamomile Drops) and Grow + Thrive (Probiotic + Vitamin D Drops). Marketed as suitable for 0-12 month old babies, the first variant is said to help reduce "fussiness and crying among babies" by supporting baby's digestive health and offering relief from occasional digestive upset. Lactobacillus rhamnosus GG is said to be included as the probiotic ingredient to offer "natural balance of good bacteria in baby's digestive system." The formulation claims may add more trust on this launch to quality seeking consumers and those 71% US consumers who pay high or very high amount of attention to the ingredients used in the products they buy for their children.
Kids Quick Melt Probiotic Sticks from Olly, available in a Giddy Grape variety (with other natural flavors), is vegan with no added sugar and 5 billion + live cultures. Designed to melt on the tongue, it features 3 probiotic strains to support digestive and immune health, making it convenient, easy and portable with no water needed.
The Smarty Pants Dietary Supplement range is distributed in the U.S. by SmartyPants, Inc. and is presented in varieties for specific age and gender: Teen Guy! Complete, Toddler Complete, Kids Probiotic Complete, and Teen Girl! Complete. Over three quarters (81%) of U.S. consumers are encouraged to buy personal care products specifically targeted for children that are marketed as suitable for a specific age group (44%) and those suitable for a specific gender (37%), according to GlobalData's 2017 Q4 global consumer survey.
Traditionally associated with dairy, there are more probiotic launches in unique formats, such as popcorn, breakfast cereal, and even water.
In Australia, Bio Living International Pty Ltd markets Honest Pop Popcorn, featuring trending ingredients like probiotics. The popcorn is offered in Super Berry Lacuma & Maqui Berry and Cacao Raspberry variants. Most interesting about the super berry popcorn is its feature of live probiotics, a rare inclusion for popcorn and an aspect that may capture the attention of the 66% of Australian consumers who feel probiotics have a positive impact on health (GlobalData's 2017 Q1 global consumer survey) and are seeking new and interesting ways to easily up their intake.
Simply Biotix has launched new Fast Melt Probiotic Sticks in a Berry Burst flavor under the Simply Biotix Gutsy brand name in the U.S. Flagged as “tasty, portable & simple,” the new dietary supplement stick is formulated with vitamin D and probiotics in a berry flavor; the product dissolves easily in the mouth without water and therefore is likely to appeal to people who look for easy-to-consume, on-the-go probiotic alternatives.
Dahlicious, LLC has introduced its Organic Grass-Fed Probiotic Shot available in a turmeric variety. The refrigerated shot is promoted as "organic real food, no flavorings or additives" and is said to contain 50 billion live probiotics in each single-serving bottle. The brand is capitalizing on the recent popularity of two major ingredients, probiotics and turmeric, in one easy and convenient shot.
Earnest Eats’ new range of Protein Probiotic Oatmeal is available in Mighty Maple and Coconut Warrior selections and claims to contain 16 grams and 15 grams of protein per cup, respectively. The new on-the-go breakfast format is described as a “superfood blend of ancient grains, including organic, whole rolled oats, puffed quinoa, and amaranth, along with grass-fed whey protein and probiotic cultures.”