Gut and digestive health will continue to be a driving force behind consumer purchasing behaviour in 2022. There is more and more information emerging about the links between gut health and the healthy functioning of other organs. The brain-gut axis is a well-established fact, but there’s also new research that shows potential links between the gut and the lungs. As such, gut health is definitely front of mind for consumers this year! Of course, we’ve all heard of prebiotics and probiotics, but what about postbiotics? 

In this latest Trend Watch report, we take a dive into everything postbiotics – what they are, recent product launches, and where we see them heading in the future.