In this issue:
- CRN launches retailer education campaign on probiotics
- Campaign assets: Here's what's inside the 'box'
- Coming soon! Probiotic education resources for consumers
- Resource roundup: Get more educational resources on probiotics
CRN launches retailer education campaign on probiotics
Unlike other dietary supplement ingredients, probiotics are live organisms. The growing popularity of probiotics in the market and the expanding body of scientific research showing a wide range of benefits in this category, make it clear how important it is for retailers to be more informed about probiotics. To help educate retailers and customers about the intricacies of these living organisms, CRN has developed a retailer education campaign, "Probiotics: What's Inside is Alive."
The new initiative will not only help retail buyers understand the differences between probiotic products offered in their stores but will also show retailers how to purchase high-quality probiotics from responsible manufacturers. Campaign assets, described below, will help retailers better curate their offerings, improve their handling of these products, and educate their customers on the benefits of probiotics.
Campaign assets: Here's what's inside the 'box'
- The Retail Buyer's Guide: Provides educational materials on labeling probiotic identity, quantity, and viability; storage and handling practices; the various benefits of probiotics, consumer usage data and other need-to-know information
- Infographic for Retail Buyers: Summarizes key aspects of the Buyer's Guide to help retail buyers easily reference important points to better understand the overall handing of probiotics
- Educational Video for Retail Buyers: Short—2½ minute— explainer video to help retail buyers understand how probiotics are different from other dietary supplements and how to make smart choices about which products to offer their customers
Coming soon! Probiotic education resources for consumers
While initial campaign assets are developed specifically for retail buyers, CRN is also working to reach other retail points of contact who deal directly with consumers, including in-store dietitians, pharmacists, and sales associates. Forthcoming materials include a consumer-facing video and infographic that explain what makes these live organisms different from other dietary supplements, the wide range of benefits in this category and what consumers should look for on the supplement label.
Look for campaign updates at www.crnusa.org/probiotics and in upcoming communications from CRN.
Discover more educational resources on probiotics
CRN survey data reveals why consumers take probiotics
According to the 2020 CRN Consumer Survey, 11% of supplement users report taking probiotics. Among those who report taking probiotics, a majority (57%) cite taking this ingredient for digestive health or general health and 51% report taking probiotics for immune system health. Probiotic users also take these ingredients to support a specific health condition (16%); skin health (15%); and emotional wellbeing (15%).
Probiotics education in the news
- "CRN Launches Retailer Education Program on Probiotics," WholeFoods Magazine
- "Educating the public about probiotics – the valuable role retailers play," New Hope
- "Probiotic taxonomy change has widespread industry impact," Nutritional Outlook
- "Advancing probiotic innovation with science and advocacy," Natural Products Insider
Industry experts in recent probiotic webinars and videos
- "Probiotics & the COVID-19 market transformation," Natural Products Insider
- "Driving Opportunities in the Microbiome Space," Trust Transparency Center and WholeFoods Magazine
- "State of Probiotics: From the lab, to the law to ‘lactobacillus,’" Natural Products Insider
Learn more about probiotics in this short video from CRN's Dr. Andrea Wong explaining 4 key facts about probiotics and how these live organisms are different from other dietary supplements.
To learn more about the campaign and access the buyer's guide and all other campaign assets, visit www.crnusa.org/probiotics.