The terrain for developing and marketing probiotics is changing fast. Research into the human microbiome and how its impact on health varies over the course of a lifetime is revolutionising the therapeutic applications of probiotics. In tandem with this, the rapidly evolving online retail space is providing industry with a unique way of gauging the level of consumer satisfaction with their products. The strategic value of this, however, is far from being optimised.
In this paper we examine consumer engagement and the move towards life stage probiotic products, based on data collected in December 2017, June 2018 and December 2018.