Most people buy probiotics like they buy shampoo: grab the brand they recognize and hope for the best. But probiotics are living microorganisms, and the difference between “works” and “waste of money” often comes down to details most labels don’t make clear like refrigeration, shelf time, and whether a capsule can survive stomach acid long enough to open where it matters.
We sit down with Nikita Austin, Senior Director of Global Training and Education at Better Being Co. (home to brands many natural products retailers already know), to unpack what real probiotic quality looks like in the supplement aisle. We get into why innovation is still happening in a category that feels “done,” how evolving microbiome science is expanding the conversation from probiotics and prebiotics to postbiotics, and why human clinical studies are becoming non-negotiable for credible claims.
We also tackle the questions retailers hear every day: Should probiotics be refrigerated? When can shelf stable probiotics make sense? What’s the deal with spore-forming strains? Why is Akkermansia suddenly all over TikTok, and what can we responsibly say about weight management and metabolic health? Along the way, we talk about third-party testing, in-house lab verification, finished product testing, and how owning manufacturing changes quality control. Finally, we bring it back to the sales floor with simple ways to build trust, start better conversations, and guide customers to the right formula without overwhelming their supplement stack.
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About Tina Maddock
Since 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.
