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Gut health now goes ‘beyond the bloat’ and is geared towards systemic outcomes including glucose regulation, inflammatory response and balanced mood. Emerging research on the gut–brain axis suggests that microbial metabolites can influence neurotransmitter pathways, including dopamine circuits that are implicated in reward and motivation.
GLP-1 originates in the gut, and its signaling is deeply intertwined with the microbiome, as short-chain fatty acids (SCFAs) like butyrate stimulate GLP-1 release. Butyrate is also a key player in the gut-brain axis by boosting release of Brain-Derived Neurotrophic Factor (BDNF), which plays a role in mood regulation. Interestingly, there have been reports among GLP-1 users of anhedonia, referring to a reduced ability to experience pleasure. This highlights the need for solutions that support both metabolic and neurochemical balance. Anhedonia is a cardinal criterion for major depression and has a direct neurobiological link to the brain's reward circuits. For science-driven companies like Probi, we believe there is a clear need for human clinical trials and mechanistic data in this area.
SANS reinforced that muscle is central to glucose utilization, metabolic rate and healthy aging.
Age-related sarcopenia (muscle loss) currently affects an estimated 10-16% of adults over age 60 globally. After age 50, muscle mass declines at approximately 1-2% annually, which can affect whole body strength. Sarcopenia is often underdiagnosed in women; at the same time, women are at greater risk due to their lower baseline muscle mass and menopausal hormonal shifts, which further compound vulnerability. For those taking GLP-1s, falling protein intake is a key concern, especially in female users.
This creates opportunities for active nutrition solutions that protect lean mass, support mitochondrial function, and improve muscle quality.
Appetite suppression can often mask inadequate intake of protein, fiber, iron, and B-vitamins. Between hair thinning, constipation due to low fiber intake, and risk of potential weight regain, brands must now focus on developing companion products to address nutritional needs and challenges. This is true for a spectrum of users, from those actively taking GLP-1 drugs to those looking to come off of GLP-1s. Formulation best practices should emphasize combining complementary mechanisms, targeting the microbiome, optimizing nutrient bioavailability, and improving gastrointestinal function.
While Amazon remains dominant in search-driven purchasing, the TikTok Shop has rapidly emerged as the primary discovery engine driving sales. At the same time, Gen Z demands evidence, not just influencer endorsement.
Increasingly, Millennials and Gen Z are reaching for formats such as fermented beverages, high-protein dairy, functional hydration sticks and fortified snacks over more traditional formats like tablets and capsules.
This convergence favors brands that can translate rigorous science into sensorially compelling, food-grade formats that maintain stability and dosage integrity.
Another insight from SANS was the relevance of nutritional products in extreme-use environments. Data indicates that approximately three-quarters of US service members use dietary supplements weekly, frequently under conditions of caloric deficit, sleep disruption, and environmental stress.
Here, extreme environments, military, elite sport, and clinical weight loss populations can serve as stress tests for formulation integrity, stability and safety documentation while reinforcing the necessity of transparent sourcing and strain-level characterisation for probiotics.
Supply chain volatility has increased scrutiny of traceability and documentation. With advances in genomic authentication, expectations are rising around botanical standardization and adulterant detection. Updated Good Manufacturing Practice (GMP) compliance standards to reflect a more risk-based approach is lowering regulatory tolerance of inadequate documentation. In addition, new guidance released under global regulatory governance has also increased uncertainty for those developing novel fibers, postbiotics, and bio-fermented actives. Here, science-led, regulatory-aligned brands will define the next stage of category maturity.
GLP-1 medications have reframed weight management as part of a broader metabolic narrative to serve as an entry point to gut health, muscle preservation, cognitive performance and cardiometabolic resilience.
In this space, several strategies emerge for nutraceutical and supplement brands to make an impact. First, brands and developers must lead with clinical substantiation, and structure–function claims must be anchored in credible human data. This also highlights the importance of designing ecosystems rather than single ingredients. Currently, formats with protein, fiber, probiotics, hydration and micronutrients in integrated solutions are outperforming fragmented product categories. Thirdly, regulatory discipline is needed to protect the category. Lastly, there is a need to expand the definition of active nutrition. Older adults, women in menopause, GLP-1 users and tactical professionals all require muscle preservation and metabolic flexibility in addition to lifestyle changes such as exercise and sleep optimization.
For Probi, these key takeaways align directly with our science-driven approach. Changing dietary habits or introducing a low-calorie diet that provides less fiber, protein and iron will negatively impact the gut microbiota composition. Here, it’s of key importance that clinically documented, strain-specific probiotic solutions that support gut barrier integrity, assist with inflammation, and enhance nutrient absorption are considered when formulating for a reduced-calorie environment. By strengthening the microbiome foundation, we enable brands to deliver targeted, evidence-based solutions that restore natural balance in a changing metabolic landscape.
The SANS/WMS discussions made it clear that the Supplement, Nutraceutical and Active Nutrition market is not shrinking under pharmaceutical pressure, but it is being redefined. In time, we will see the building of a functional nutrition infrastructure for a new generation of consumers who recognize that microbiome health is the very foundation of healthspan.
For more insights from SANS/WMS or to talk to a Probi team member about our range of probiotic solutions, please visit www.probi.com.