There is a large segment of the population that hasn’t heard of prebiotics, which marks an opportunity for brands to educate consumers.

FMCG Gurus’ recent report notes that while not as established as the probiotic market, the prebiotic market is growing in Canada: 56% of people in the country say that they have heard of prebiotics, which are plant fibres from sources like whole grains, bananas and supplements that aid bacterial gut growth. (The much more well known probiotics, by contrast, are live microorganisms, which come from sources like yogurt). 

In order to fully capitalize on a budding market, it is crucial that marketers convey to consumers the specific benefits of prebiotics and associate the products with maximum efficacy and value.

According to the report, for those that are aware of prebiotics, 26% say that they have purchased a product in the last twelve months, due in large part to having greater interest in functional products and ingredients as the country emerges from lockdowns. Consumers are also prioritizing addressing their digestive and immune health, as they acknowledge the two areas that are interlinked. Across Canada, research reveals that 64% of people plan to improve their immune health over the next twelve months, while 52% say this in relation to digestive health.

The numbers also reveal that 40% of people who purchase prebiotics in Canada say that they have been doing so for less than a year. Of those consumers, 67% want to see clinically proven product claims when buying prebiotics in food and drink format, while 77% say the health claims on products are important.

While awareness of prebiotics is growing, FMCG Gurus stresses it is important not to overestimate consumer awareness about the specifics of products: only 24% of all people say that they know the difference between probiotics and prebiotics. If the industry wants to fully capitalize on consumers taking a proactive approach to health, it must show how they complement each other in the gut.