{"id":562,"date":"2025-05-22T10:24:00","date_gmt":"2025-05-22T08:24:00","guid":{"rendered":"https:\/\/www.nutrimedia.info\/?post_type=news&#038;p=562"},"modified":"2025-05-05T22:24:32","modified_gmt":"2025-05-05T20:24:32","slug":"prebiotics-and-probiotics-now-available-in-snacks","status":"publish","type":"news","link":"https:\/\/www.nutrimedia.info\/en\/news\/prebiotiques-et-probiotiques-sinvitent-desormais-dans-le-snacking\/","title":{"rendered":"Prebiotics and probiotics now available in snack foods"},"content":{"rendered":"<p><strong>Boosted by the quest for digestive well-being and a more balanced lifestyle, prebiotics and probiotics are increasingly making their way into on-the-go products. The Innova Market Insights 2025 report gives an exciting overview of this fast-growing trend. But what are the real opportunities for ingredient brands? How can they meet the expectations of an ultra-connected generation looking for transparency, taste and measurable health benefits? We take a look at the prospects.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Health snacks: fertile ground for prebiotics and probiotics<\/strong><\/h2>\n\n\n\n<p>Digestive health (or the health of the microbiota) is now the number one reason for buying functional products, according to the <em>Top 10 F&amp;B Trends 2025<\/em> d'Innova :  <strong>28 % of global consumers<\/strong> say they have bought products for this specific benefit. At the same time, interest in prebiotics (23 %) and probiotics (38 %) continues to grow (Source: Innova Market Insights, <em>Trending in Prebiotic &amp; Probiotic Snacking - Global<\/em>, 2025).<\/p>\n\n\n\n<p>This trend is accompanied by a profound change in consumption patterns:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Snacking becomes <strong>more structured and less impulsive.<\/strong><\/li>\n\n\n\n<li>Consumers are looking for <strong>practical formats,<\/strong> but rich in <strong>health benefits.<\/strong><\/li>\n\n\n\n<li><strong>Fermented products <\/strong>(yoghurts, kombucha, etc.) have a strong reputation in this field.<br><\/li>\n<\/ul>\n\n\n\n<p>Yoghurts, enriched seeds, protein snacks, fermented dried fruit... The field for experimentation is vast. The ingredient becomes the selling point: it embodies the functional promise, but also naturalness and confidence.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The social boom in \u00abgut-friendly\u00bb snacks\u00bb<\/strong><\/h2>\n\n\n\n<p>Between February 2024 and January 2025, over 30,000 mentions of prebiotic snacks and <a href=\"https:\/\/www.nutrimedia.info\/en\/news\/probiotics-and-efsa-marketing-strategies-in-the-face-of-regulatory-challenges\/\">probiotics<\/a> were posted on social networks, generating 32.7 million views and 2.36 million engagements. <strong>The buzz is real and mostly positive<\/strong> (34 % favourable opinions against only 6 % negative) (Source: Innova Market Insights, 2025).<\/p>\n\n\n\n<p>Another key lesson: <strong>Millennials and Gen Z<\/strong> (18-34 year olds) are the most active on this subject, with over 50 % of global mentions. This generation naturally turns to products that are functional, practical and meaningful.<\/p>\n\n\n\n<p><strong>Translation: your B2B storytelling must include messages that can be activated in B2C.<\/strong> For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Justify the choice of an ingredient by its effect on the <strong>microbiota<\/strong><\/li>\n\n\n\n<li>Highlighting <strong>evidence<\/strong> (clinical studies, mechanisms of action)<\/li>\n\n\n\n<li>Illustrate the <strong>naturalness<\/strong> (plant origin, biofermentation, etc.)<br><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Time for hybrid snacks<\/strong><\/h2>\n\n\n\n<p>The report points out that probiotic-based snacks (often dairy-based) have historically dominated the market. But <strong>prebiotics are gaining ground, particularly in more innovative formats:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Protein bars with live probiotics<\/li>\n\n\n\n<li>Prebiotic fibre-enriched chocolates<\/li>\n\n\n\n<li>Fermented vegetable or cereal snacks<\/li>\n\n\n\n<li>Probiotic dried fruit, often upgraded<br><\/li>\n<\/ul>\n\n\n\n<p>Growth is visible in many categories, with average annual rates of up to +12 % between 2020 and 2024 (Source: Innova Market Insights, 2025).<\/p>\n\n\n\n<p><strong>Snacking is thus becoming a field of multifunctional innovation, where ingredients have to tick several boxes:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pleasant taste and texture<\/li>\n\n\n\n<li>Practical and stable format (cf. conservation constraints for live strains)<\/li>\n\n\n\n<li>Clean label positioning (organic, additive-free, low sugar, etc.)<br><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What strategy should you, the ingredient suppliers, adopt?<\/strong><\/h2>\n\n\n\n<p>In this rapidly changing environment, you need to adopt a strategic approach on several levels:<\/p>\n\n\n\n<p><strong>Cross-referencing<br><\/strong>Integrate prebiotic or probiotic benefits into existing ranges: plant proteins, soluble fibres, botanical extracts, etc. Cross-fertilisation of benefits is a source of added value.<\/p>\n\n\n\n<p><strong>Co-creation with B2C brands<\/strong><strong><br><\/strong> Proposing ready-to-innovate snack concepts (mock-ups, recipes, sensory tests). Helping customers to develop differentiating prototypes that can be industrialised.<\/p>\n\n\n\n<p><strong>Scientific evidence &amp; integrated marketing<br><\/strong>Providing clinical evidence, digestible infographics and multilingual marketing tools to support sales in retail and online channels.<\/p>\n\n\n\n<p><strong>Activation on social networks<br><\/strong> Even in B2B, platforms like LinkedIn or Instagram\/Tik Tok are becoming levers of influence. Making the most of scientific evidence AND the sensory experience helps build a bridge between professionals and end-users.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion: towards functional, tasty and credible snacking<\/strong><\/h2>\n\n\n\n<p><strong>Prebiotic and probiotic snacking is more than just a trend<\/strong>. It embodies a structural transformation of the market, with digestive health at the heart of consumer expectations. This is your chance to :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>strengthen your positioning in \u00abwellness\u00bb<\/li>\n\n\n\n<li>explore partnerships in product innovation<\/li>\n\n\n\n<li>and develop high added-value sales arguments<br><\/li>\n<\/ul>\n\n\n\n<p>More than just a health focus, the microbiota is becoming a rich, engaging and differentiating storytelling territory.<\/p>\n\n\n\n<p><strong>Would you like to explore the opportunities offered by functional snacking and build a differentiating strategy around prebiotic or probiotic ingredients? Let's talk about it. At Nutrimedia, we can help you turn trends into concrete levers for growth.<\/strong><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Source <\/strong><\/h4>\n\n\n\n<p> Innova Market Insights, <em>Trending in Prebiotic &amp; Probiotic Snacking - Global<\/em>, February 2025.<a href=\"https:\/\/www.innovamarketinsights.com\/\" target=\"_blank\" rel=\"noopener\"> www.innovamarketinsights.com<\/a><\/p>","protected":false},"template":"","meta":{"_acf_changed":true,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false},"class_list":["post-562","news","type-news","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/news\/562","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/types\/news"}],"wp:attachment":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/media?parent=562"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}