Gut health has moved from a niche topic to a broader "foundation of wellness" position. From Clasado’s perspective, how has the market changed in terms of consumer demand and brand expectations?
The switch from niche to mainstream has continued at speed. This is reflected in global market value, where the gut health supplement market is expected to reach $14.43bn in 2025, according to Future Market Insights, and is projected to reach $32.9bn by 2035 at an 8.4% CAGR. Consumer awareness of the microbiome has nearly doubled from 22% in 2022 to 43% in 2024, according to FMCG Gurus.
However, rapid growth can create educational gaps. Despite rising awareness, confusion between the differences in prebiotics, probiotics, and synbiotics remains widespread. Prebiotics selectively nourish beneficial bacteria already in the gut, whilst probiotics introduce specific live bacteria. Synbiotics combine the two either synergistically, where the prebiotic selectively feeds the co-administered probiotic strain, or complementarily, where components work independently.
At Clasado, we proactively address these gaps through our comprehensive knowledge hub website, engagement with industry associations such as International Life Sciences Institute (ILSI), International Scientific Association for Probiotics and Prebiotics (ISAPP) and the Global Prebiotic Association (GPA), alongside supporting initiatives like the annual Global Prebiotics Week. We provide our commercial partners with clinical trial overviews, mechanism explanations, and access to over 90 health claims across global markets. This enables brands and formulators to communicate complex science clearly and build consumer trust through substantiated benefits, rather than generic wellness claims.
Your proprietary prebiotic ingredient Bimuno®️ GOS is described as "one of the most clinically-proven prebiotics" on the market. Can you explain what differentiates it from other prebiotics and why low dose can matter?
Bimuno GOS is the most studied galactooligosaccharide available to formulators, backed by over 125 scientific publications including more than 25 clinical trials spanning diverse populations and health areas. What truly differentiates it, is its unique structure and composition, enabling high selectivity in nourishing beneficial bacteria, especially bifidobacteria.
Another key area for differentiation is proven low-dose efficacy. Traditional prebiotics typically require 6 -12 grams per day for clinical efficacy, creating challenges around convenience for the consumer but also target applications such as capsules, gummies, or stick packs. Bimuno GOS demonstrates clinically proven benefits from just 1.37g daily intake. Adding even more versatility, new research published on ultra-low dosing confirmed a bifidogenic effect at just 380mg active GOS daily, with enhanced SCFA production.
This unlocks significant opportunities; 380mg fits within a Size 00 capsule and enables multi-ingredient formulations, enabling flexibility for innovative concepts. With 53% of consumers prioritising scientifically backed supplements and 40% prioritising ease of use, according to data supplied by FMCG Gurus, low-dose efficacy addresses both needs simultaneously whilst offering cost-efficient formulations.
The gut barrier and the so-called "gut–immune axis" are emerging hot topics. Can you walk us through how prebiotics like Bimuno GOS can contribute to gut barrier integrity and immune resilience?
Approximately 70% of immune cells reside in the gut, making microbiome health essential for immune resilience. The gut barrier serves as one of the body's first lines of defence, and prebiotics like Bimuno GOS support it through multiple interconnected pathways. For example, by selectively nourishing beneficial bacteria, Bimuno GOS promotes the growth of microbiota that produce short-chain fatty acids (SCFAs), particularly butyrate, which maintains gut barrier integrity.
Clinical research on Bimuno GOS demonstrates immune modulation benefits: 2.75g daily for ten weeks increased anti-pathogenic immune cell activity and IL-10 production whilst reducing pro-inflammatory cytokines in healthy elderly individuals. In overweight populations, twelve weeks improved immune markers including secretory IgA and inflammatory markers like calprotectin and C-reactive protein.
Research also shows practical benefits: reduced incidence and duration of Travellers' Diarrhoea in healthy adults and decreased GI symptoms in elite rugby players over 24 weeks.
Innovation is key in the finished-product nutraceutical segment. What new research directions or applications is Clasado focused on—e.g., cognitive & mental health, sports nutrition, pet nutrition—and why?
We're actively pursuing three promising areas that demonstrate prebiotics' evolution beyond gut health alone.
Cognitive and mental health represents enormous potential for prebiotics. The gut-brain axis research with Bimuno GOS shows lowered cortisol reactivity, increased attention to positive stimuli, reduced anxiety in IBS patients, and improved cognitive performance. By selectively nourishing target gut bacteria, prebiotics may indirectly influence mood, stress response, and how the brain perceives gut sensation, this shows clear potential for prebiotic ingredients in mental health product development.
Sports nutrition addresses a critical but often overlooked factor in athletic success: training availability. For athletes, missed training days due to GI distress or illness directly impact performance outcomes. Our research in elite rugby players demonstrated that 2.75g daily over 24 weeks reduced both GI symptoms and the duration of upper respiratory symptoms. This translates to more consistent training and competition participation – an element that separates good athletes from great ones.
Pet nutrition represents a strategic expansion into a fast-growing market, projected by Allied Market Research to reach $226bn globally by 2034 at 6.1% CAGR. A key driving force here is the continued ‘humanisation’ of pet nutrition products, where discerning pet owners are looking for the same scientific rigour for their animal companions, as they are for themselves, and growing interest in gut health support. We've entered the market with Bimuno Pet and strengthened our position through memberships in the National Animal Supplement Council (NASC) in the USA as a Preferred Supplier, BAFSAM (British Association of Feed Supplement and Additive Manufacturers), and UK Pet Food.
Many brands in the nutraceutical space are under pressure to show clear ROI and differentiation. What role does clinical evidence and messaging around gut health play in helping brands stand out?
Clinical evidence has become fundamental for success across nutraceuticals, with data confirming that 53% of consumers prioritise scientifically backed supplements (FMCG Gurus). For brands and formulators, robust science delivered through ingredients like Bimuno GOS delivers critical advantages, including differentiation in saturated markets through stronger scientific evidence, with access to verified health claims, and enhanced marketing effectiveness with a branded ingredient that helps communicate tangible, quantifiable benefits consumers understand.
Real-world evidence demonstrates this impact: 65% of IBS patients reported bloating relief, 53% improved sleep, and 74% rated quality of life improvement 4-5 out of 5 with Bimuno GOS. In an age where consumers research extensively before purchasing, scientific substantiation is a competitive necessity that enables premium positioning, higher conversion rates, and long-term consumer loyalty.
Can you share a case study or example (without breaching confidentiality) of a successful partnership where Clasado’s prebiotic helped deliver a meaningful market win for a brand?
The recent launch of Bimuno GOS integrated within Isopure exemplifies successful collaboration. This premium North American sports nutrition brand sought to differentiate in a crowded market by expanding into gut health with scientific credibility.
Isopure developed its Colostrum & Gut Health product line featuring Bimuno GOS alongside colostrum, addressing gut barrier support and immune function through complementary mechanisms. Through the inclusion of Bimuno GOS at 1.37g of active GOS, the product directly targets individuals looking to improve their gut health and relieve occasional bloating.
Additionally, the Isopure Whey Protein Isolate range includes Bimuno GOS in its Low Carb Protein + Gut Health. Featuring 1.83g of Bimuno GOS to support gut health and 25g of high-quality protein per serving to support daily protein needs, it’s an effortless addition to smoothies, iced coffees and baked goods,
What’s more, both supplements support the gut microbiome, digestive health, and immune health, in one convenient product. This makes it easy to add to the consumer’s daily routine.
The approach centres around sharing knowledge with consumers and building brand equity and loyalty beyond single one-off purchases. The collaboration with Isopure demonstrates that success in gut health requires scientific substance, strategic positioning, and authentic consumer benefit, not just trend-following. It's an approach we're proudly replicating with forward-thinking formulators globally.