The gut-brain axis: Psychobiotic opportunity in 25 countries
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About the report
Published March 2022. The Gut-Brain Axis (GBX) is a research concept that has moved into the mainstream consciousness via mostly probiotic supplement makers that offer to alter the microbiota via probiotic supplementation which benefits brain health in some way. The scientific base is small but developing clinically, growing fast and boosted by the broader surge in microbiome study across a range of nutritional interventions that include probiotics.
Lumina reveals the evolution of ‘psychobiotics’ in 25 e-commerce markets from the brands winning the most loyal consumer engagement (and how), to the most innovative markets to business-ready scans of the e-tail environment, science, suppliers, regulations that shape the markets.
What this report tells you
- How different markets, probiotic firms and governments are responding to the post-pandemic world.
- Social commerce has quickly become mega-big business. Is your probiotic brand in the hands of the social media Influencerati?
- The US is still well out in front in a $2.3 billion global market but China has been usurped in second – by who might surprise you.
- The most important probiotic strains from the biggest players to the business-academia colabs taking giant research-led leaps into new health areas like the female menopause, the gut-skin axis, the gut-brain axis, the gut-liver axis and more.
- The marketing, research and formulation activities of the most important local and multinational probiotic brands.
- On-the-ground performance of the rising star in the probiotic sphere – postbiotics. It’s still niche but unlikely to stay that way for long as science builds and formulation versatility drives interest from brands and consumers alike.
- Reviews and ratings movements and analysis in all 25 markets. What’s the word on the e-street about your probiotic offering – or that of a rival?
- Which e-commerce channels are winning support in each country? From the all-purpose e-tailers like Amazon and Tmall, to the online health stores and pharmacies to the bespoke DTC probiotic brand sites.
- Global Market Overview
- Mental Health In Crisis
- Inside Psychobiotics – Stress
- Inside Psychobiotics – Mood
- Inside Psychobiotics – Gbx
- Inside Psychobiotics – Sleep
- Inside Psychobiotics – Cognitive Health
- Inside Psychobiotics – Clinical
- Science & Regulations
- Supply Sides
- Appendix: Regional Infographics
- About & Methodology
About the author
Ewa Hudson
Director of Insights Lumina Intelligence
With 20+ years experience in tracking health and wellness, microbiome and e-commerce trends, Ewa offers a unique perspective and expertise on the marketplace and its growth opportunities. She oversees the research and content strategy for Lumina Intelligence, a business intelligence service from William Reed. In her previous role, Ewa managed the global Health and Wellness, Nutrition and Ethical Labels industries at Euromonitor International. She has a master’s degree in economics from the university of Poznan, Poland and a postgraduate Marketing studies at the University of Westminster in London.
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