- World digestive well being merchandise market valued at $116.92bn
- Searches for intestine well being, microbiome, and probiotics surge
- Drivers of development embrace altering diets, rising healthcare prices, and elevated disposable earnings
- Manufacturers increasing past conventional intestine well being choices
The gut health trend continues to dominate shopper curiosity and new product improvement.
A lot so, the worldwide digestive well being merchandise market dimension is now valued at a colossal $116.92bn (€100.85bn), and rising at a CAGR of 8.74%.
“During the last 5 years, consumer-driven curiosity within the microbiome and its connection to intestine well being has grown exponentially,” says a spokesperson for analysis organisation Magnitude Biosciences.
Furthermore, searches for ‘intestine well being’ rose by 35%, ‘microbiome’ by 31%, and ‘probiotics’ by 8%, in 2024 alone (Magnitude Biosciences).
What’s driving development in intestine well being?
In keeping with Priority Analysis, there are a mess of things fuelling the expansion of the intestine well being market. These embrace altering shopper preferences, busy schedules boosting the necessity for immune assist by means of a wholesome intestine, a rising geriatric inhabitants searching for a nutritious diet for longevity, and rising disposable earnings.
They even cite the rising world working inhabitants as a contributing issue to market development.
Moreover, rising healthcare prices in sure international locations corresponding to the USA, are additionally driving the demand for digestive well being merchandise.
However it’s not nearly rising shopper curiosity. Manufacturers have responded to the rising demand, launching an enormous vary of gut-friendly merchandise, making intestine well being accessible and thrilling to shoppers.
After all we’ve seen an increase in kefir, kombucha and kimchi choices. However becoming a member of them are issues like gut-friendly gummies, cereal bars, breakfast cereals, and candies.
Even pet meals manufacturers are getting in on the act, with the launch of merchandise corresponding to Scrumbles Intestine Pleasant Canine Meals, as a result of why ought to our furry pals miss out?!
The way forward for intestine well being
The intestine well being market is projected to hit $270.32bn by 2034 (Priority Analysis).
However whereas development is robust throughout all markets, it’s proving notably robust in Europe and North America.
In keeping with Priority Analysis, North America dominated the digestive well being merchandise market, accounting for the most important income share of 32.21% in 2024.
In the meantime the European market is alleged to be “rising notably”. Along with heightened shopper consciousness relating to the connection between intestine well being and total wellness, the rise in incidences of pancreatitis noticed in nations together with Finland, Poland, Scotland, and Spain is alleged to be a serious contributing issue.
“European shoppers are progressively looking for pure and efficient strategies to boost their digestive wellness,” says a spokesperson for Priority Analysis. “This has resulted in a better demand for dietary dietary supplements, useful meals, and numerous merchandise that embrace pure components like probiotics, fibre, prebiotics, and enzymes.”
Equally, the rising prevalence of gastrointestinal ailments, together with gastric most cancers, within the Center East and Africa is driving market development.
“As healthcare methods develop in nations like Saudi Arabia and South Africa, the demand for digestive well being merchandise can be rising because of quite a few intersecting components that promote consciousness, way of life modifications, and an ageing demographic,” says Priority Analysis.
Slowest to hitch the intestine well being development, Asia Pacific is anticipated to be the quickest rising marketplace for digestive well being merchandise, within the coming years.
“The rising penetration of various well being merchandise by the producers within the massive economies corresponding to China, Japan, and India is fueling the market development throughout the Asia Pacific area,” says Priority Analysis.
Added to that, the big shopper base within the area, rising disposable earnings, fast urbanisation, and a rising working inhabitants is alleged to be “completely augmenting market development”.
Product codecs
Shopper urge for food for merchandise that assist intestine well being is proving insatiable.
Nonetheless, there are specific areas, that are proving extra standard than others. The snacking sector is one in all them.
“Customers are more and more excited by snacks that provide useful well being advantages, notably these containing prebiotics and probiotics,” says a spokesperson for Innova Market Insights.
Knowledge from Innova Market Insights exhibits that on-line discussions about pre- and probiotic snacks are on the rise, with many shoppers viewing them favourably or neutrally.
Manufacturers like Yakult and Munk Pack are successfully leveraging this development of their social media advertising, utilizing hashtags like #probiotics to attach with their viewers and interact shoppers.
Surprisingly, gut-friendly confectionery can be proving standard as shoppers search treats with advantages.
After all, darkish chocolate (70%+ cocoa solids), with its excessive fibre content material, is understood to be good for the intestine. However now, producers are innovating to supply darkish, milk and white chocolate, with probiotics. Bioglan’s Biotic Steadiness Choc Balls and OhSo’s Good Chocolate With Intestine Pleasant Micro organism are simply among the current launches.
Lastly, foods and drinks merchandise that assist and/or restore the intestine microbiota are rising in popularity with more and more gut-health literate shoppers.
“Probiotics, prebiotic fibres and fermented meals will attraction to shoppers who need to assist their total well being, not simply their intestine well being,” says Stephanie Mattucci, director of foods and drinks at Mintel.
Mattucci goes on to say that consciousness in regards to the intestine microbiota will give shoppers a brand new purpose to keep away from components related to irritation or intestine dysbiosis.
In different phrases, the intestine well being development is simply getting began and its energy over meals and beverage is just going to develop.
