The CFU Commoditization Trap

First published by Joshua Schall.
 

In recent years, the landscape of the probiotics industry has undergone a profound transformation, driven by scientific advancements, shifting consumer preferences, and the ever-evolving regulatory environment. 

Amidst this evolution, the concept of Colony Forming Units (CFUs) has taken center stage, becoming both a point of differentiation and a potential challenge for the industry. In this video, CPG Strategist Joshua Schall chats with Founder & Managing Director of GenBiome Consulting, Noah Voreades on the intricacies of this phenomenon.

Quality over Quantity

CFUs have become a prominent metric in the probiotic landscape, acting as a quantitative measure of viable microorganisms present in a supplement. Probiotic supplement brands have utilized CFU counts as a marketing tool, making it easy for consumers to compare different products at a glance. While this approach simplifies the decision-making process for consumers, it oversimplifies the complex science behind probiotics.

This focus on CFUs has led to the common myth where consumers might believe that higher CFU counts equate to better health outcomes. However, the reality is far more nuanced. 
 

The effectiveness of a probiotic product is not solely determined by CFU count, but also by factors such as strain specificity, formulation, stability, and clinical research supporting its health benefits. 

Take the example of comparing a probiotic supplement with high CFU counts of a generic strain to one containing the Nutiani HN001^TM strain. The latter boasts human clinical data published in numerous peer-reviewed journals, proprietary manufacturing techniques ensuring high survival rates, non-GMO project verification, and a well-established track record of use with no adverse effects. Thus, relying solely on CFU counts disregards the holistic efficacy of probiotic products.

Science as a Differentiator

As the probiotics market continues to evolve, companies are faced with the challenge of standing out in a crowded space. The quest for differentiation has driven the creation of strains with robust scientific substantiation, rigorous quality control, and improved stability. While CFUs remain a focal point, brands who want to take it a step further are looking beyond this metric to highlight strain specificity, clinical studies, and holistic health benefits.

Simultaneously, the average consumer's approach to health has transformed, marked by a shift toward proactive wellbeing practices rather than reactive solutions. This transition is particularly evident among millennials and younger Gen X individuals, who exhibit a growing interest in understanding the scientific basis of health products. Consequently, there's a surge in demand for scientifically-supported probiotics that align with this proactive mindset.
 

The Multifaceted Growth of Digestive Health

Digestive health has expanded beyond the narrow view of digestive function and has become associated with various bodily systems. The gut-brain axis, gut-liver axis, gut-muscle axis, gut-lung axis, and gut-skin axis are just a few examples of the interconnectedness of the body's systems with digestive health. As a result, consumers are considering probiotics not only for digestive benefits but also for broader health advantages.

This expansion has led to an evolution in consumer behaviour, with individuals seeking out probiotics in a variety of formats beyond the traditional yogurt-based products. The incorporation of probiotics into diverse formats, such as beverages, snacks, and energy bars, reflects this changing dynamic catering to those who wish to integrate digestive health support into their everyday lives.
 

Probiotics Market at a Critical Moment

The probiotics industry finds itself at a pivotal juncture, with consumer demand, scientific progress, and regulatory changes shaping its trajectory. In this dynamic landscape, supplement brands and consumers alike must remain vigilant, seeking not just the highest CFU count but also the substantiated science and quality that truly enhance health and wellbeing. The industry's future lies in its ability to educate consumers, bridge the gap between science and marketable information, and offer personalized solutions that align with consumer demands.

At Nutiani, we believe probiotics represent a strong growth area within the functional food space and we are committed to sharing our latest scientific research with our customers, so they can help educate their consumers. Our Microbial Fermentation Unit (MFU) has uncovered more than 40,000 microbial strains and developed a deep understanding of our unique probiotic strains – Nutiani HN001™ and Nutiani HN019™. 

If you’re interested in partnering with us on a new probiotic product, please reach out to us to learn more about how we can help.