How brands are capitalising on gut health

The gut health trend is here to stay​. And unlike other trends (plant-based​ I’m looking at you) it shows no signs of slowing.

So why is the gut health trend so successful and how have manufacturers turned it into the gold mine it’s become?

Why has the gut health trend become so popular?​

By now, many are acquainted with terms like microbiome and probiotics (we’ve included a factbox below, if you’re unfamiliar). In fact, for some consumers, these terms have entered into common parlance in a way few would have predicted just a decade ago.

According to the International Probiotics Association (IPA) 63% of European consumers surveyed knew what probiotics and probiotic foods were.

“We live in a time where a simple Google search for ‘probiotics products’ shows over 94 million hits,” says a spokesperson for the IPA. “The probiotics market continuously expands with the globalisation of online sales, and probiotics are increasingly popular and widely advertised on the Internet.”

And this is not limited to Europe alone. Figures from market research firm, Mintel, show that nearly three in five US adults say they try to eat foods that encourage a healthy gut.

Furthermore, market research firm, Marketresearch.biz, estimates that the global digestive health products market will reach a value of approximately 94.4 billion USD within the next decade (2032).

So why has gut health become so popular?

Many consumers first became aware of the concept of gut-friendly food and beverage products with the launch of probiotic milk drinks such as Yakult, Actimel and Muller Vitality back in the 1990s.

“Consumer understanding of gut health has grown significantly in recent years, and we attribute this to various factors," Reshma Patel, marketing manager at Yakult UK, told FoodNavigator. "While probiotics have been recognised globally for some time, it’s only relatively recently that scientific advancements have highlighted the profound impact of gut health on overall wellbeing. It extends way beyond digestion, with growing evidence revealing the interconnection of the body's major organs, with the gut at the centre of this intricate system. Another driving force has been a cultural shift towards preventive health measures rather than just focusing on cure. People are being increasingly proactive in maintaining their health, rather than waiting for diseases or illnesses to strike."

Since then, consumer interest and understanding has grown exponentially. One of the potential reasons for this is the increase in gastrointestinal issues.

“Current data suggest that the incidence and prevalence of these GI disorders, which includes the most common functional disorders, are generally increasing, with the highest rates reported in eastern European countries and in less affluent parts of western Europe,” explains a spokesperson for United European Gastroenterology (UEG).

Moreover, figures from UEG show that gastrointestinal and liver disorders are responsible for around one million deaths across Europe each year and are associated with substantial morbidity and healthcare costs.

How have manufacturers monetised gut health?​

It’s no surprise that where consumers lead, food and beverage manufacturers follow, and when it comes to gut health, follow they have… in a big way.

From gut-friendly drinks to gut-friendly flapjacks, the food and beverage industry is awash with gut-friendly products. But along with the perhaps less legitimate gut health marketing claims (mentioning no names!), comes some true innovation.

Firms across the world are developing new products to support the gut health of people of all ages. Dutch ingredients start-up, NutriLeads​, is exploring the gut health potential of carrots, while British start-up, Little Inca​, is developing products to support the gut microbiota of infants, with quinoa-based baby foods.

“Over the last ten years the patents and filings related to food and drink with probiotics added to them has just soared,” Mintel's Miller said during a recent Fi Webinar Series. “We’ve seen an exponential growth of probiotic infused products.”

What’s next for the gut health trend?​

The gut health trend is on the up and up​, with consumer interest, understanding, and demand for gut-friendly products, continuing to grow.

“Gut health really is an important area within food and drink, particularly functional food and drink," says Rick Miller, associate director for specialised nutrition at market research firm Mintel. "It’s moving away from the common areas that we would have associated with gut health in food and drink, which is functional and clinical management and moving into the everyday gut health support, so for conditions like functional bloating and irritable bowel syndrome.”