Surveys from around the world report negative changes in eating and exercise behavior during the lockdowns of 2020 and 2021, with a MORI survey by King’s College London and Ipsos (2,254 respondents) found that 48% of respondents said they were attending during the lockdown Having gained weight.
Recent Outside Voice Consumer Survey (ADM) research shows that the reasons for growing concerns about weight management are diverse, but changes in eating habits and other daily behaviors such as exercise are commonplace and many are increasingly pointing to obesity as a risk factor for COVID-19. Morbidity have become aware.
However, June Lin, vice president of marketing, health and wellness at ADM, points out that market research indicates that weight management is now viewed as an act of self-care that feels good without the need for withdrawal (Hartman Consumer Research, October 2020).
A holistic approach.
“In their quest to take responsibility for their health, consumers are becoming increasingly aware of how being overweight or obese can affect their susceptibility to a variety of diseases, including diabetes and heart disease,” says Lin.
“Rather than simply saving calories, viewers are learning about the benefits of a more holistic approach to weight management, such as better understanding the role of the microbiome in overall health.”
Lin adds that this holistic approach sheds light on the importance of the gut microbiome and the effects of balancing different types of microorganisms in the gut on digestion and even weight management.
“Understanding consumers about the relationship between certain gut microorganisms and metabolic health – such as the relationship between obesity and diabetes – creates exciting opportunities for future research and development in the area,” she says.
As a result, online searches for the word “probiotic” have increased over the past five years while searches for “prebiotics” and “gut biome” have increased since 2018.
In China, the trend for probiotics targeting weight management was reported in 2018, with probiotics targeting weight management receiving five times more customer engagement than other probiotics, according to Lumina Intelligence.
Zoe Coleman, digital marketing manager at Lumina, told NutraIngredients that Google search trends are suggesting that many consumers are looking for reviews of probiotics for weight management and that searching online for the question “Do probiotics help you lose weight?” The last 12 months have increased by 223%.
However, it does indicate that the average ratings for the products already on the market are pretty mediocre (an average star rating of 4.17 / 5 in the US).
She says, “There’s a lot of pre-purchase interest in the effectiveness of probiotics for weight management, but consumers are less impressed after purchase.”
This indicates a tremendous opportunity for innovation in this area
Satisfy the demand.
Lin outlines two products in the ADM portfolio that target this trend, including Fibersol, a soluble fiber that has been shown to nourish the gastrointestinal microbiome and help reduce spikes in blood sugar after meals.
The second is ADM’s proprietary probiotic strain of BPL1, which is available in both live (BPL1) and heat-treated (HT-BPL1) forms. Both are supported by positive clinical studies in the areas of visceral belly fat and BMI reduction.
BPL1 has been shown to modulate biomarkers important to metabolic health, including BMI and waist size.
Lin adds, “The heat-treated stem provides additional stability, making it suitable for use in a variety of food, beverage and nutritional supplement formats. This makes the ingredient an effective solution that offers manufacturers greater versatility.” .