Winning In The Probiotics Space, With David Pineda Ereño

I think proatics, offer an excellent solution for weight management through high quality products. I highly recommend using weight management products containing proyectics and and looking for more because actually, again, there is a lot of, of these products, and a lot of, great new research that's been presented at. So we're gonna see more of them. Welcome to HPW Insights Over the Counter podcast. I'm David Ridley, HPW senior editor for Europe, and I'll be your host every couple of weeks when I'll be talking to interesting people about the most pressing issues and exciting trends in consumer health care. Probiotics remain one of the fastest growing segments in consumer health. But companies still face the challenge of operating in a fragmented claims environment, building credible brands, and communicating benefits to increasingly savvy consumers. In part two of HPW Insights interview with probiotics expert David Pineda Ireneo, we explore how leading players are finding ways through this complexity from launching strategically in more permissive markets like Italy and France to using umbrella brands and authorized nutrient claims to support probiotic innovation. Finally, we turn to postbiotics, a newer but fast developing area that could open up additional commercial opportunities. With their stability and easier formulation, postbiotics are gaining traction, but they bring their own regulatory considerations too. I thought now we could maybe move into, you know, the point of view of companies. And, obviously, HPW Insight, we have a lot of consumer health companies that are looking at this market. They might already have products, probiotic products in their portfolios, or they might be thinking they wanna expand those, or or they haven't got one yet. How firstly, how are companies managing this situation? So say, for example, you've already got a a product. How are you seeing companies manage not just the situation on claims being very restrictive? And, obviously, that also is to do with marketing and communication. It's not just what you put on the pack, it's how you're communicating to consumers, but also this fragmented market because a lot of these companies are international or they, you know, they cover the whole of Europe, so they're having to have all these different ways of doing this in different countries. What are you seeing behave you know, for the behavior of companies that are successful here? Well, the regulatory situation around claims in The US is very strict. So it is what it is. Food business operators, companies, they need to look at the that is only from when one has claim authorized. However, the positive elements is that if you look at, Czech Republic, you look at, in in Italy, and and France, particularly, you have an indication for use, which could be you can read it as a half claim. So there's a a national level, there's, already some opportunities. Then what I what you know, something very interesting is that, particularly since 2020 with COVID, the increase of Internet sales was immense. …