Probiotics 2.0: Beyond the Yogurt Aisle

Targeted single-strain formulas are moving probiotics from the dairy shelf to the pharmacy conversation.

In a field that rarely produces surprises, the past twelve months have delivered several.

Younger consumers, in particular, appear to be driving demand. Older shoppers are catching on more slowly but tend to remain loyal once they do.

Clinicians who spoke to us stressed the distinction between marketing claims and clinical outcomes. A product can be well-formulated and still be poorly matched to an individual profile — a nuance that gets lost in an ad break.

The story is far from finished. The next set of trials, expected in the coming months, may sharpen the picture.

Learn more: Endopeak