Consumer interest in probiotics has been on a relentless climb for over a decade, driven by growing mainstream understanding of the ingredient’s benefits for the gut, immunity, and metabolism. 

Demand for Fonterra’s probiotics has surged in recent years, and is expected to rise further as probiotics become a staple in wellness solutions.  

However, with this greater understanding comes with heightened expectations. Consumers are no longer satisfied with just any probiotic product; they seek credible, high-quality options backed by scientifically validated claims and transparency about the ingredients used¹ .

This is a clear call to action for nutrition brands to invest in research and development to the trust and assurance consumers are seeking.

At Nutiani, cutting-edge probiotic research is our driving force. Our product portfolio boasts extensively researched strains – Nutiani HN001™ and Nutiani HN019™ – and we’re committed to staying ahead of the curve. Leveraging Fonterra’s dairy legacy and vast global network, we collaborate with the world’s leading nutrition science and research experts to lead the charge with our innovation.  
 

In 2023, Fonterra joined forces with APC Microbiome Ireland (APC), a world-leading microbiome research centre with two decades of groundbreaking research to establish the Fonterra Microbiome Research Centre at the University of College Cork.

This centre will focus on accelerating the identification and validation of new probiotic health benefits, enabling faster innovation to meet evolving consumer needs.

Beyond the Gut: Expanding the Benefits of Probiotics

Our global Consumer Wellness Index reveals that consumers primarily turn to probiotics for digestive or immune support. However, as the global probiotics market continues to expand, we are strategically exploring new frontiers.

Firstly, the connection between the gut and mental wellbeing, through the gut-brain axis, is gaining strong momentum. Studies have shown that individuals with depression and anxiety experience significant symptom improvment thanks to probiotics. Emerging research also points to potential applications in mood regulation, sleep management, and cognitive function². For instance, Nutiani’s HN001™ has been found to help manage depression and anxiety in postpartum women³.

APC is also exploring the role of gut microbiota in age-related disorders such as Alzheimer’s and Parkinson’s diseases, aiming to develop interventions and therapeutics that enhance wellbeing and longevity.

Secondly, emerging research links specific probiotic strains to a strengthened skin barrier⁴, opening up possibilities in the beauty-from-within category.  

Thirdly, recent studies⁵ indicate that probiotics could also play a role in controlling and preventing chronic diseases. Some brands are already offering solutions that blend probiotics with other ingredients like insulin to support cardiovascular health.

While research on probiotics for chronic disease management is nascent, there is growing interest in how specific strains can support the management of diseases like cardiovascular disease. APC’s work focuses on understanding how alterations in the microbiome are linked to health diseases and what proportion is clinically actionable through therapeutic interventions. With the integration of personalised microbiome data and AI, microbiome-targeted diagnostics such as those for colon cancer and life-saving cancer immunotherapy, are advancing rapidly in healthcare.

Bridging Science and Consumer Needs

However, scientific discovery alone is not enough. Given the current low consumer awareness of probiotics’ benefits beyond digestive and immune health, nutrition brands must actively bridge this awareness gap through targeted and holistic educational efforts that communicate these multifaceted and interrelated benefits.  

In addition to bringing new strains and applications to the market, working with microbiome research experts like APC empowers us to elevate our existing offerings, and discover innovative ways to align them with evolving consumer preferences. This ensures our products remain relevant and effective.  

As we uncover new insights about each probiotic strain’s properties, our success hinges on our ability to translate these findings into accessible benefits for consumers. This could involve optimising various product aspects, from formulation to delivery formats.  

Innovating for the Future: Sustainability and Personalisation

Looking ahead, two trends are set to transform the probiotics landscape: sustainability and personalisation, as identified in our 2025 Health and Nutrition Trends webcast. With increasing consumer demand for environmentally responsible products, brands are investing in eco-friendly production methods, optimising fermentation processes to minimise waste, reduce energy consumption, and enhance resource efficiency.  

Cutting-edge technologies such as AI-driven data analysis and microbiome mapping are also on the rise, enabling the development of tailored probiotic solutions. As scientific understanding of the gut microbiome deepens, personalised probiotics—customised to an individual’s unique microbiota composition and health needs—are set to redefine the future of wellness. 

Creating the Next Generation of Probiotics

As probiotics evolve from a singular digestive solution into a multifaceted foundation for whole-body wellbeing, the future of nutrition demands more than incremental innovation, it requires brands to seamlessly bridge scientific discovery with consumer experience.

Nutiani helps brands capture evolving consumer trends with high-quality probiotic strains, backed by robust research and expertise. Partner with us to explore new solutions and upcoming probiotic strains, leveraging the best of science and technology to meet the unique needs of tomorrow's consumer.