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32D July/August 2021 Tablets & Capsules Specific bacterial strains such as Lactobacillus rhamnosus CNCM I-4036 offer supplement producers an opportu- nity to impress shoppers with clinically researched results in tablet, sachet, or capsule format. In a preclinical animal study, this strain is shown to positively impact an anti- inflammatory marker, and in a preclinical in vitro model, it is shown to inhibit pathogenic organisms [19, 20]. Volun- teers in one double-blind, placebo-controlled clinical trial displayed significantly increased CD3+, CD4+, CD25+, and CD127- cells (a common measurement of regulatory T lymphocytes) as well as modulated markers related to inflammation compared to baseline [21]. Greater recogni- tion of the effect age and environmental factors can have on the microbiome, and therefore, the body's ability to react to infections, may increase the relevancy of these solutions to a wider demographic, only increasing their potential for supplement manufacturers. A botanical extract that also addresses immunity con- cerns is acerola–a proprietary source of vitamin C, which contributes to the normal function of the immune system [22]. With 43 percent of US consumers already adding vitamin C to their diet to support immunity, there is clearly a market for botanical extracts containing ingredients that offer functional benefits in convenient formats [4]. Delivering on today's demands, predicting tomorrow's The supplement market today is in many ways unrecog- nizable from its position just over a year ago, at least in terms of consumer priorities. From better weight manage- ment to stress relief and especially immune health, the pandemic has launched trends that are likely to define the industry for years to come, and this isn't all that has changed. Modern shoppers in search of their own unique paths to holistic wellness are better informed and more skeptical of health claims than ever before. Going forward, brands must spotlight transparency and authenticity in their product offerings, while ensuring they work with experienced ingredient suppliers and formula- tion experts who can lend their supplements that all-im- portant scientific backing to support their ingredients. After a year of upheaval and uncertainty, one thing is clear: supplement producers need to constantly keep a finger on the pulse of consumer opinion and harness the power of the microbiome if they wish to create products that are truly primed for post-COVID success. T&C References 1. www.pubmed.gov. Search term (microbiome) AND (health) filtered by Clinical Trial and Humans. 2. The Hartman Consumer Research October 2020, slide 79. 3. The Hartman Group. Functional Food & Beverage and Supplements, April 2020. 4. FMCG Gurus: Top Trends for Functional Lifestyle Explored, June 2020. 5. The Hartman Group – Health & Wellness 2021: Reimagining Well-being Amid COVID-19. port other lifestyle-related considerations such as sleep and relaxation [14]. Just as research has spotlighted the microbiome's deep connections with metabolic health, emerging evi- dence also backs its role related to mental health, with an increasing number of studies looking into what is termed the "gut-brain axis" as reflected in a recent review paper [15]. The paper's authors sought to examine links between the microbiome and mental illness outcomes and found evidence of links between dysbiosis (an imbalance in the gut microbiota), inflammation of the central nervous sys- tem, and the development of mental illnesses. The paper also cites at least five scientific publications involving pre- clinical and clinical evidence that suggest probiotics "miti- gated anxiety and depressive symptoms similar to conven- tional prescription medications," though they state that further research is needed to definitively prove whether probiotics can be used in isolation or if they must be sup- plemented with more traditional mood stabilizing drugs. With a growing research base suggesting that ingredi- ents to support the microbiome could help stressed-out shoppers manage their mental well-being, manufacturers should focus on developing new probiotic-based products in convenient formats, such as gummies, that put consum- ers at ease. Ease of use, digestibility, and affordability are important considerations for products in this category, as time-poor consumers are looking for solutions that can be easily slotted into their busy routines without the added stress of a large price tag. Building resilience: The microbiome and immune health Even before the COVID-19 pandemic, proactivity and prevention were the watchwords of a growing num- ber of consumers conscious about their immune health. In 2019, 55 percent of shoppers surveyed said they had made changes to their diet and lifestyle in order to improve their immunity [16]. Unsurprisingly, the emergence of the coro- navirus has rapidly accelerated this trend. Of those can- vassed in 2020, 64 percent stated they had become more concerned about their immunity, and 81 percent of today's US consumers intend to improve their immune health [4]. Similar to their shifting approach to metabolic and mental wellness, consumers are becoming increasingly aware of the essential role that the microbiome plays in the development and function of the immune system. A recent comprehensive scientific literature review co- authored by a leading microbiome researcher concluded that the human gut microbiota play a critical role in deter- mining susceptibility to and outcomes of infectious dis- eases, helping to fend off infections and building a strong intestinal barrier [17]. With probiotics and cultures listed as one of the top three ingredients shoppers associate with immune health, this growing understanding has clearly influenced con- sumer perceptions, leading them to demand reliable microbiome supplements that can help address their immunity related anxieties [18].