Probiotics, Prebiotics, and Postbiotics: The Trio Transforming Gut Health


As the growing recognition of the crucial roles probiotics, prebiotics, and postbiotics play in our overall health gains momentum, fuelled by evolving understanding of the gut microbiome, a surge in consumer interest is sweeping the market, particularly among those actively seeking kosher-compatible options. At OU Kosher, we stay attuned to these trends and regularly engage with families eager to find gut health products that align with their kosher dietary choices. 

Market Growth 

According to a Spherical Insights & Consulting report cited by Yahoo Finance, the global probiotics market, valued at a staggering USD 54.73 billion in 2022, is projected to reach a colossal USD 113.85 billion by 2032, reflecting a rapid expansion fueled by both increased consumer awareness and the scientific validation of their health benefits. 

U.S. Department of Health and Human Services Report:

“The 2012 National Health Interview Survey (NHIS) indicated significant usage of probiotics or prebiotics, with about 4 million (1.6 percent) U.S. adults and 300,000 children aged 4 to 17 (0.5 percent) using these supplements in the past 30 days. Probiotics or prebiotics ranked as the third most commonly used dietary supplement, other than vitamins and minerals, among adults.” 

Probiotics, Prebiotics, and Postbiotics 

From the Mayo Clinic

“Prebiotics are dietary fibers that serve as nourishment for gut bacteria (probiotics). Common in foods like garlic, onions, bananas, and whole grains, they are crucial for gut health and digestion. Probiotics, the ‘good bacteria,’ found in yogurt, kefir, and fermented foods, play a vital role in maintaining a healthy gut flora. Various forms, including supplements and foods, offer benefits like aiding digestion and boosting immunity. Postbiotics, byproducts of probiotic fermentation, include substances like short-chain fatty acids crucial for gut and immune health.” 

The Expanding Market: Microbiome Science Fuels Demand for Kosher-Certified Products 

The expanding market for gut health products, featuring contributions from companies like Brooklyn Cannery, Ensure, Celestial Seasonings, GoodBelly, ADM, and Cargill, demonstrates the industry’s alignment with consumer trends, particularly the demand for health products that are also kosher-friendly. 

Brooklyn Cannery: Innovating with Prebiotic Beverages 

Brooklyn Cannery is making its mark with SZZL Sparkling Tea, a prebiotic beverage that caters to health-conscious consumers. Their focus on creating a refreshing, gut-friendly drink that also carries the OU Kosher certification symbol assures consumers of its adherence to kosher dietary preferences. 

Celestial Seasonings and GoodBelly: A Spectrum of Gut-Health Choices 

Celestial Seasonings’ Ginger + Probiotic herb teas and GoodBelly’s range of probiotic drinks exemplify the variety available in this sector. As understanding of the microbiome grows, offering a range of kosher-certified products allows you to cater to a spectrum of consumer needs and preferences, staying ahead in the health and wellness market. 

ADM and Cargill: Supporting the Science of Nutrition 

The role of ingredient suppliers like ADM and Cargill becomes even more crucial as nutrition science advances. Their commitment to high-quality, kosher-friendly ingredients ensures that products not only align with current health standards but are also prepared for future developments in nutrition science and microbiome research. 


With the increasing understanding of the microbiome and its impact on health, the demand for effective, kosher-certified gut health products is set to rise significantly. Ensuring that your products feature the OU symbol and are made with top-tier ingredients positions them well in an evolving market. This approach meets the needs of today’s health-focused consumers and anticipates future trends in nutrition science, making your products a preferred choice for those who prioritize both health and kosher dietary preferences. 

Gary Magder