Fiber for gut health
Fiber gets a makeover, prebiotics create a buzz and beverages make waves. Welcome to our round-up of the latest developments in the gut health space.
Positive potential
Read almost any recent consumer insight report and there’s a good chance that gut health will feature in some form or other. Arguably one of the most talked about trends to hit the food industry in recent years, the global digestive health products market is currently valued at US$ 51.62 billion and forecast to grow by an equally impressive 8.3% CAGR to 2030 (Grand View Research).
As the industry moves to capitalize on this opportunity, understanding what motivates and matters most to consumers is essential. The good news is that one in three consumers1 are now actively trying to live a healthier life and “feeling well” is a driving force across every age group. There’s also strong awareness of the impact of gut health on overall health – with 74% and 66% of consumers2 making this link in the US and Europe respectively. Not only that, the recognized benefits of good gut health now go far beyond good digestion, to include everything from boosting immunity and improving energy levels to reducing stress.
So, it’s perhaps not surprising that on-pack ingredients are more important than ever. Research tells us that consumers not only value general claims around balanced nutrition and naturalness, they are also influenced by specific ingredients that speak to their individual health and wellness concerns. So much so, that ingredients are a leading food industry trend1 and defining factor in purchasing decisions.
Hero ingredients: Fiber and prebiotics
When it comes to gut health, fiber and prebiotics have powerful star quality. Both enjoy high consumer appeal, but several interesting dynamics look set to shape future product developments. For instance, a recent report by Innova Market Insights1 found that fiber has stronger overall consumer interest and acceptance – second only to protein in terms of functional ingredients – and is seen as more important. Yet, prebiotics are more popular among younger generations, perhaps reflecting the influence of social media platforms and the hugely popular TikTok hashtag #GutTok .
This picture also plays out in the marketplace, where fiber claims are more common but prebiotics claims are growing at a faster pace. At 14%1 of total product launches in this space, prebiotic claims may not seem that significant but this is a major increase compared to a few years ago when prebiotics were largely unknown and, as such, underlines a successful shift into the mainstream.
At the same time, there has been a clear move to align these ingredients with wider consumer concerns. Identifying the plant-based fiber source used in formulations such as acacia, citrus and pea, for example, not only strengthens perceptions of naturalness, it also plays well with on-trend vegan and gluten-free platforms.
Exciting expansion and stand out sodas
Product innovation also appears to be energized. Alongside traditional bakery and cereal applications (which remain strong), fiber fortification is expanding into exciting new areas including meat substitutes. In addition, one of the most promising emerging growth targets is beverages. Coffee, tea and iced tea are all on the rise in terms of product launches, yet it is carbonated sodas that have taken the lead and got our attention.
Why? Because not only do a third3 of consumers prefer carbonated sodas with health benefits, prebiotic sodas have created a huge buzz by leveraging social media platforms. For instance, if you were one of the estimated 200 million people watching the US Super Bowl last year, you’re likely to have seen the advert for prebiotic soda brand, Poppi. Believed to be the most watched of the 2024 Super Bowl, it was a social media sensation and engagement across all the brand’s platforms skyrocketed as a result. Elsewhere, TikTok influencers promoting the “sleepy girl mocktail ” have reportedly3 helped to boost retail sales of prebiotic soda brand, Olipop.
What’s interesting, however, is that although added health benefits are undoubtedly an important part of the purchasing decision, it’s not the only consideration. Low/no/reduced sugar is the most sought-after claim, a clean label helps to foster a healthy image and – arguably the most fundamental factor – taste and flavor remain a top priority3.
Where next?
As we continue to learn more about the benefits of good gut health and a diverse microbiome, fiber and prebiotics look set to play a key role in shaping the next generation of food and beverage products. Innovations in ingredient sourcing, such as plant-based fibers and precision prebiotics, are opening up new opportunities to create more diverse and effective solutions that are not only functional but also align with health and wellness goals.
At the same time, the rising cost of living means consumers need to justify spending more than ever. So, brands need to focus on delivering gut-friendly products that are deemed essential, effective and good value for money2. By elevating concepts with natural fiber and prebiotic ingredients that are supported by strong storytelling and clear benefits, brand owners will be well placed to deliver consumer-winning concepts.
Our inavea™ range of organic, all natural ingredients provide a rich source of clean label acacia fiber – either alone or in combination with carefully selected synergistic raw materials – and an evidence based prebiotic effect that benefits gut health, microbiome diversity and general wellbeing.
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[1] Now & Next for Fiber and Prebiotics – Global, 2024, Innova Market Insights
[2] Digestive Health Trends, Consumer Attitudes and Behavior Towards their Digestive Health, FMCG Gurus, August 2024
[3] Reviving Gut Health with Refreshing Prebiotic Soda Delights – Global, Innova Market Insights, 2024
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