Probiotics demand expected to rise

A key topic in the UK are the issues arising as consumers stockpile essentials in fear of the coronavirus pandemic. Lessons can be learned from observing Asia right now which continues to battle the disease. Observing various regional challenges - such as that faced by Japan - can help identify what comes next, says data and analytics companyGlobalData.

Mitsue Konishi, Senior Innovation Analyst at GlobalData, comments: “When the effect of COVID-19 became prolonged, consumers searched for products that they thought would protect their health in general. An example from Japan is natto, fermented soybeans that have been lacking in stock consistently since the outbreak.”

Natto is known for its health benefits, particularly in terms of lowering cholesterol, and is filled with fiber, probiotics and vitamin K2. Similarly, yogurt - which is generally associated with gut health and immunity - is selling well.

Konishi concludes: “Consumers are more actively buying probiotic products. There will not be natto panic buying in Europe, but probiotic products claiming to improve the immune system are likely to grab consumers’ eye in the UK, as well as Europe.” 

Probiotics are defined by the US National Center for Complementary and Integrated Health as “live microorganisms that are intended to have health benefits when consumed or applied to the body”.

Many of these probiotics are similar to the natural microorganisms in the human body, and help digest food, destroy disease-causing cells, or produce vitamins. Fermented foods, yogurt, as well as dietary supplements are sources of probiotics.