Fab Fiber

by Mike Straus | April 1, 2025

Here’s how fiber and biotic ingredients are evolving.

Fiber and biotic ingredients are having a moment. The fiber/biotic ingredient market is experiencing remarkable growth as consumers increasingly discover the benefits of biotics, driven by an expanding knowledge among consumers of the importance of a robust microbiome. One recent survey found that fiber ranks second on the list of desired nutrients respondents are trying to consume, behind only protein.1 The International Food Information Council’s 2023 Food and Health Survey, meanwhile, found that 61 percent of consumers are trying to consume more fiber, and 25 percent of consumers say that being a “good source of fiber” defines a food as healthy.

As fiber and biotic ingredients continue to grow rapidly, expect multiple avenues to open up for functional foods and dietary supplements that incorporate biotics. Here are some of the emerging trends in the fiber and biotic market, from ingredient innovations, to emerging research, to formulation tips and more.

Fiber and Biotics Market Remains Strong

The fiber and biotics market is quite robust, with digestive health at the top of consumers’ minds. Sonia Hartunian-Sowa, associate director of regional science – North America for ingredient supplier DSM-Firmenich in the Netherlands, said that digestive and gut health remains a top concern for consumers across the globe. Poor diet, an aging population, and an era of uncertainty are just some of the factors driving consumers to embrace gut health solutions, Hartunian-Sowa said.

“Fermented foods were once the only products that offered beneficial bacteria, but thanks to scientific advances in biotics, today, there are a range of dietary gut biotics solutions that can relieve gas, bloating and IBS (irritable bowel syndrome)-like symptoms,” Hartunian-Sowa said. “Additionally, as 70 percent of the immune system resides in the gut, biotics have been shown to offer immune health benefits.”

As a result of fiber and biotics’ many benefits, experts at the International Probiotic Association are forecasting that the global probiotic supplement market will grow at a 7 percent compound annual growth rate through to 2028. Erin Watterson, sales director – North America for ingredient manufacturer Probi in Sweden, said that in addition to this growth in probiotics, the prebiotics market will expand at 10.9 percent CAGR, driven by an expanding scope of health areas.

“(Biotics are expanding) into health areas outside of digestive and immune health,” Watterson explained. “We’ve seen a significant increase recently in products targeting areas such as metabolic health, cognition, and mood via the microbiome.”

Steven Riley, head of corporate marketing at ingredient supplier Clasado Biosciences in the United Kingdom, explained that what was once a significant barrier—consumer understanding of how biotics support health and well-being—is now being overcome at an accelerating pace. Riley noted that as consumers become increasingly aware of the benefits of biotic ingredients, the industry is seeing wider adoption across various applications; he pointed to prebiotics’ prevalence in functional drinks as an example of biotics’ growth.

Meanwhile, manufacturers are increasingly adopting not only probiotics, but also prebiotics and synbiotics, said Julie Imperato, marketing manager at ingredient supplier Nexira in France. Imperato remarked that the market is shifting toward natural, clean-label ingredients backed by science and boasting proven efficacy.

In addition, consumers are increasingly looking for gut health ingredients that are designed to support overall health. Vicky Davies, global marketing director for performance, active and medical nutrition at ingredient supplier FrieslandCampina Ingredients in the Netherlands, said that as healthy-savvy consumers gain awareness of the gut’s far-reaching impact, they’re seeking out holistic health ingredients that boast benefits beyond just gut health.

“As more scientific research comes to light, one exciting area of focus is the gut-muscle axis, which continues to gain traction within fiber and biotic ingredients,” Davies explained. “For instance, there’s a growing body of research showing a link between the gut microbiota, muscle function, body composition and athletic performance.”

One surprising trend in fiber and biotics is a growing emphasis on upcycled ingredients. Loula Merkel, chief executive officer at ingredient supplier COMET in Schaumburg, Illinois, said that COMET’s upcycled ingredients enable customers to expedite applications for PUI (Product with Upcycled Certified Ingredients) certification; this emphasis on upcycled ingredients, Merkel said, is creating a sustainable and scalable option to meet consumers’ needs. COMET upcycles crop leftovers using a process that involves water, steam and filtration to extract arabinoxylan from leftover crop products such as wheat straw, corn stover and peak husks.

Emerging Research Drives Biotic Innovation

Fiber and biotic ingredients are getting smarter as players in this space pursue advanced research. Joana Carneiro-Wakefield, PhD, is the chief executive officer of ingredient supplier NutriLeads in the Netherlands. Carneiro-Wakefield explained that companies are moving toward precision prebiotics that offer specific benefits beyond those of general prebiotics.

“Precision prebiotics have the right molecular complexity to selectively nourish beneficial gut bacteria in the same robust way across different types of gut microbiome ecosystems,” Carneiro-Wakefield said. “This targeted approach increases the relative abundance of good bacteria and stimulates the production of short-chain fatty acids, fostering a resilient and balanced gut ecosystem.”

Carneiro-Wakefield noted that recent advances in prebiotics have enabled manufacturers to create high-efficacy supplements at lower doses; NutriLeads’ branded Benicaros, a natural polysaccharide fiber, has demonstrated efficacy in doses as little as 300 mg/day.

Other research is continuing to explore the gut-brain axis in creative ways. One September 2024 study in Food & Function found that Probi’s proprietary probiotic strain Heal9 reduced cognitive impairment and inflammation in both the gut and the brain in mice with Alzheimer’s disease.2 This animal study examined the effects of Heal9 administration on male mice with and without cognitive impairment. Both groups of mice were randomly assigned to receive either Heal9 or a placebo for two months. At the end of the treatment period, the mice were assessed via the Morris water maze test, in which the mice are placed in a pool of opaque water and are required to find a hidden platform to escape. The study authors concluded that Heal9 alleviates cognitive impairment in mice with Alzheimer’s disease.

Brandy Webb, scientific affairs manager – North America for Probi, said that a continued emphasis on preclinical and clinical studies investigating the actual effects of specific prebiotic/probiotic combinations is necessary in order to identify concrete benefits.

“The recent rise of prebiotic-enhanced functional foods and beverages is driving consumer awareness,” Webb noted. “This momentum is inspiring global CPGs to innovate beyond traditional supplements, leading to more accessible and diverse delivery formats. Furthermore, as research into the gut microbiome deepens, we’re moving toward more targeted and lower-dose synbiotic formulations that maximize efficacy while improving tolerability. Expect to see next-generation prebiotic ingredients that require smaller doses to deliver measurable health benefits, reducing formulation challenges for manufacturers.”

Considerations for Selecting Ingredients

When it comes to selecting fiber and biotic ingredients for use in supplements and functional foods, there are a variety of important considerations. First and foremost, formulators and finished-product brands must understand that consumer scrutiny of these products is higher than ever. Merkel pointed to the recent class action lawsuit against “gut healthy” soda brand Poppi as evidence. The $5 million lawsuit, filed in May 2024, exposed issues with inulin—including the high dose needed to maintain health claims.

Poppi’s soda cans claim that each can contains 2 grams of inulin; however, the lawsuit in question alleges that 2 grams of inulin isn’t enough to benefit gut health. According to NBC News, adults need to have at least 5 grams of prebiotics per day in order to start seeing gut health benefits.3

Merkel said that this lawsuit invited skepticism of all prebiotic products and put the entire prebiotic category under national media scrutiny. As a result, Merkel said, there are two contrasting issues to be taken into consideration when selecting ingredients: Fairy dusting and overdosing.

“Some companies are making on-pack claims without using the efficacious amount of active ingredients,” Merkel explained. “This practice is known as underdosing or fairy dusting. Improper use of structure/function claims only hurt the industry. When a consumer is willing to pay for an added benefit but sees none, they question the product and may even hesitate to try other products claiming similar benefits.”

The opposite of fairy dusting, Merkel said, is overdosing—and it also carries risks. In addition to creating extra costs for manufacturers and brands, overdosing calls the nutrition label into question. Merkel explained that many fibers break down at high heat and become monomeric sugars; furthermore, some prebiotic fibers such as inulin can cause gastrointestinal upset. When greater quantities of the active ingredient are intentionally used to offset production losses, consumer acceptance can become an issue. Merkel noted that the industry has an opportunity to better respond to educated consumers, and that validation certificates like NutraStrong can help sway consumers toward a product.

Srikanth Ineedi, senior manager, global business development at DSM-Firmenich noted that when selecting fiber and biotic ingredients, manufacturers should primarily consider clinical efficacy, dosage requirements and stability.

“Fibers often need to be included in relatively high amounts to deliver clinically validated benefits, which can pose challenges in capsule or tablet size and overall consumer compliance,” Ineedi said. “Manufacturers may seek out specialized fiber forms that provide the same benefits in lower doses or that can be concentrated to fit standard supplement formats.”

For biotics, Ineedi noted that postbiotics, in particular, offer a crucial advantage: They don’t rely on living organisms. As a result, postbiotics can remain stable under a wide range of manufacturing and storage conditions. Unlike traditional probiotics, which require careful handling and specialized packaging in order to maintain viability, postbiotics are less prone to degradation—which means they’re also easier to incorporate into a variety of supplement formats.

“This robust stability gives postbiotics a competitive edge for supplement brands looking to ensure consistent product quality and efficacy,” Ineedi said. “In addition, it’s crucial to select fiber and biotic ingredients backed by scientific evidence and to maintain compliance with relevant regulatory guidelines.”

Manufacturers Embrace Precision Nutrition

While fiber and biotic ingredients have been around for some time, manufacturers are continuing to innovate on proven ingredients while also bringing new offerings to market. Ineedi noted that manufacturers are already moving toward targeted formulations, where specific fiber types or combinations of pre-, pro- and postbiotics address particular health objectives like immune function, metabolic balance or cognitive support.

“Manufacturers are also exploring synergistic formulations and innovative formats,” Ineedi explained. “At the same time, sustainability and traceability will remain key, as consumers demand clean-label, environmentally conscious products. Furthermore, regulatory bodies will continue refining guidelines on health claims, compelling brands to invest in robust clinical validation. Altogether, these factors point to a dynamic future, with fiber and biotic innovations that are more targeted, science-backed and aligned with consumer needs.”

Riley said that the future of fiber and biotic ingredients lies in continuing to build awareness and taking an education-first approach to communicating their benefits. He also explained that creating market-oriented products that seamlessly integrate into consumers’ lifestyles will be crucial for increasing exposure and building awareness of fiber and biotic ingredients’ role in health and nutrition.

“We’re particularly excited about innovative combinations where biotics can be formulated together to offer complementary or synergistic benefits in a single product,” Riley said. “While much attention has focused on combining different types of biotics, the possibilities extend much further—including combinations with other functional ingredients to address specific health concerns or target particular demographic needs.”

Riley noted that the science of prebiotics continues to evolve, and as a result, there will be significant advances in the industry’s understanding of mechanisms of action, optimal delivery formats and new health areas.

Imperato noted that the future of fiber and biotic ingredients lies in continued innovation and diversification:

“There will be a focus on developing new combinations of prebiotics, probiotics, and other bioactive compounds to offer a wider range of health benefits. Additionally, there will be an emphasis on sustainable and natural ingredients that align with consumer preferences for clean-label products. Research will continue to explore the role of the gut microbiome in overall health, leading to the development of more targeted and effective fiber and biotic ingredients for gut-brain, gut-skin and more.”

As interest in fiber and biotic ingredients continues to grow, it will be essential for manufacturers and brands to continue investing in preclinical and clinical research in order to validate the benefits of specific ingredients. Webb said that identifying concrete benefits of specific ingredients, such as greater production of short-chain fatty acids, will become more important for the industry.

Fiber and Biotic Ingredients Get Smarter

The fiber and biotic ingredients market is rapidly expanding, with ingredient suppliers actively investing in preclinical and clinical research for both new and established ingredients. Pre-, pro- and post-biotics offer a wide range of clinically validated health benefits for consumers, from gut health to brain health and more. While consumers are eager to try these products, regulators are actively watching this space to root out bad actors and quash substandard practices. Despite the enhanced scrutiny in this space, ingredient suppliers and finished-product manufacturers are continuing to invest in fiber and biotic products, with the next generation of these ingredients expected to diversify and target specific health concerns. Furthermore, emerging solutions like postbiotics are giving formulators more options for creating diverse product lines, including tablets and capsules. As this sector continues to grow, manufacturers can capitalize on demand by creating synergistic pre-, pro- and post-biotic formulations that target specific health areas. NIE

References:

1 International Food Information Council. “2023 Food & Health Survey.” Published May 23, 2023.

2 Di Salvo C et al. “Lactiplantibacillus plantarum HEAL9 attenuates cognitive impairment and progression of Alzheimer’s disease and related bowel symptoms in SAMP8 mice by modulating microbiota-gut-inflammasome-brain axis.” Food & Function, vol. 15 (2024): 10323-10338.

3 Bendix A. “A lawsuit challenges Poppi soda’s claims of boosting gut health. Scientists say the drink doesn’t offer much benefit.” Published online June 11, 2024.