Nutraceuticals World (NW): Mental health is a top consumer concern. What dimensions of mental wellness are people typically trying to address?

Kirsten Vaever Jokumsen, Global Commercial Industry Manager, Novonesis: Consumers are increasingly aware that mental wellness is interconnected, and 80% of global consumers agree they need to do more to support their mental well-being.¹ This has driven a growing demand for solutions that address specific pain points such as stress, sleep, feelings of anxiousness, and overall mental resilience. Importantly, consumers are seeking natural, safe products backed by clinical evidence, with no risk of physical or behavioral dependence.

NW: What’s your assessment of nutrition solutions on the market today?

Vaever Jokumsen: The market for gut-brain axis support has evolved rapidly over the past five years, with probiotics at the forefront. While botanical and vitamin-based solutions have long received attention, there is exciting potential for further innovation through precision strain selection and clinically validated products, creating even more effective solutions for mental wellness.

NW: How is understanding of the gut-brain relationship evolving? What are “psychobiotics”?

Louis Koeninger, Global Scientific Advisor: Today, we know not only that our brain influences the gut, but also that the microbes in our gut can influence how we think and feel. Scientists are no longer just looking at whether the gut and brain are linked—they’re now figuring out exactly how that connection works. Studies show a connection between the gut microbiome and how we deal with stress, the quality of our sleep at night, and even our energy levels and how we process emotions.

The term “psychobiotics” was originally coined in 2013 by Ted Dinan, MD, PhD, and John Cryan, PhD. Since then, it has gained momentum among researchers, industry players, and consumers—fueled by growing awareness of and advocacy for mental health. A psychobiotic is defined as a bacterium that, when ingested in adequate amounts, provides a mental health benefit. What sets psychobiotics apart from traditional probiotics is that their health benefit must specifically relate to mental or brain health.

NW: Novonesis offers ProbioBrain^™. Can you offer details about this probiotic strain, what makes it unique, and what the research shows?

Koeninger: ProbioBrain^™ is Novonesis’ award-winning solution, featuring the clinically proven psychobiotic strain Bifidobacterium longum 1714^™. This unique psychobiotic thrives naturally in the human gut and is backed by strong science on the gut–brain axis. ProbioBrain™ supports mental wellness in multiple ways: it features a strain-specific coating that strengthens gut-brain communication, produces tryptophan—a key building block for serotonin and melatonin—and stimulates immune activities that support neuroprotective pathways linked to better sleep quality and greater resilience to stress.

NW: What formulations are possible with ProbioBrain^™? What advice would you give to product developers looking to innovate?

Vaever Jokumsen: ProbioBrain^™ (B. longum 1714^™) can be formulated into capsules or stick packs. Probiotic blends offer extensive innovation potential, enabling versatile product development across formats and health claims.

Product developers should also focus on creating solutions that align with consumer demand for natural, safe, and effective products that address specific mental wellness concerns like stress and sleep.

1. Ipsos. (2023). Global Trends