While sales of other VMS categories seem to have leveled off following the pandemic, probiotic sales have continued on an upward trajectory. Consumer familiarity with the microbiome is on the rise, and two-thirds of consumers already embrace the idea that gut health is important to the health of the whole body, not just the digestive system. For probiotic formulators, understanding the specific types of live microorganisms and their functions is essential to helping consumers achieve optimal facets of health. Further, some companies are trying to leverage the overlap of science and technology via personalized probiotics.