Intestinal health has proven to be extremely popular among consumers and highly profitable for food and beverage producers. Financially, it is the gift that keeps on giving, as cited in a study by FoodNavigator.

Why has the trend of intestinal health become so popular?

The trend of intestinal health is here to stay. And unlike other trends (looking at you, plant-based), it shows no signs of slowing down.

So, why has the intestinal health trend been so successful, and how have producers turned it into the goldmine it has become?

By now, many are familiar with terms like microbiome and probiotics (I've included an info box below if you're unfamiliar). In fact, for some consumers, these terms have entered everyday language in a way few would have predicted just a decade ago.

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

"We live in a time where a simple Google search for 'probiotic products' shows over 94 million hits," says an IPA spokesperson. "The probiotics market continues to expand with the globalization of online sales, and probiotics are increasingly popular and widely promoted on the internet."

And this isn't limited to Europe alone. Figures from market research company Mintel show that nearly three in five adults in the US 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 approximately USD 94.4 billion over the next decade (2032).

So, why has intestinal health become so popular?

Many consumers became aware of the concept of gut-friendly foods and beverages with the introduction of probiotic milk drinks like Yakult, Actimel, and Muller Vitality back in the 1990s.

"Consumer understanding of gut health has significantly increased in recent years, and we attribute this to various factors," said Reshma Patel, marketing manager at Yakult UK, to FoodNavigator.

"While probiotics have been globally recognized for some time, recent scientific advances have highlighted the profound impact of gut health on overall well-being.

It extends far beyond digestion, with increasing evidence revealing the interconnection of major body organs, with the gut at the center of this complex system. Another driving force has been a cultural shift towards preventive health measures rather than focusing solely on curing.

People are becoming more proactive in maintaining health rather than waiting for diseases or illnesses to strike."

Since then, consumer interest and understanding have grown exponentially. One potential reason for this is the increasing prevalence of gastrointestinal issues.

"Current data suggests that the incidence and prevalence of these gastrointestinal disorders, which include the most common functional disorders, are generally increasing, with the highest rates reported in Eastern European countries and less affluent parts of Western Europe," explains a spokesperson for the United European Gastroenterology (UEG).

Furthermore, UEG figures show that gastrointestinal and liver disorders are responsible for approximately one million deaths in Europe each year and are associated with substantial morbidity and healthcare costs.

How have producers monetized intestinal health?

It's no surprise that where consumers lead, food and beverage producers follow, and when it comes to gut health, they're following... largely.

From gut-friendly drinks to gut-friendly flapjacks, the food and beverage industry is brimming with gut-friendly products. But along with legitimate gut health marketing claims, likely fewer (not to mention names!), comes genuine innovation.

Firms around the world are developing new products to support the gut health of people of all ages. Dutch ingredient start-up NutriLeads explores the gut health potential of carrots, while UK start-up Little Inca develops products to support infant gut microbiota with quinoa-based children's foods.

"Over the past decade, patents and filings related to foods and beverages with added probiotics have just skyrocketed," said Miller of Mintel during a recent Fi webinar series. "We've seen an exponential increase in probiotic-infused products."

What's next for the gut health trend?

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

"Gut health is indeed a significant area in food and beverages, especially in functional foods and beverages," says Rick Miller, associate director for specialized nutrition at market research firm Mintel, "It moves away from the common areas we'd associate with gut health in food and beverages, which is clinical and functional management and moving into daily support for gut health, so for conditions like functional bloating and irritable bowel syndrome.

Guide to intestinal health terms

Here's a brief guide to terms related to the concept of intestinal health:

What is the intestinal microbiome?

Each of us has trillions of microbes or bacteria living in our intestines. These are collectively called the intestinal microbiome. The most common two species of beneficial bacteria found in our intestinal microbiome are Lactobacillus and Bifidobacteria.

Maintaining a healthy balance between beneficial (good) bacteria and harmful (bad) bacteria is crucial in supporting a healthy digestive system, with the gut being understood as essential to health, containing over 70% of our immune system.

The intestinal microbiome has been linked not only to intestinal health but also to overall health. The gut-brain axis or communication between the gut and brain is a fundamental function currently researched by scientists and also gaining widespread recognition among consumers.

The gut-skin axis and the gut-liver axis are two other connections beginning to be studied and understood. Additionally, gut health has also been linked to preventing colorectal cancer and other chronic diseases.

What are dietary prebiotics?

Dietary prebiotics are compounds that support beneficial microorganisms or good bacteria in the gut (gastrointestinal tract).

Dietary prebiotics are typically compounds of nondigestible fiber that pass undigested through the upper part of the gastrointestinal tract, supporting the growth of "good" bacteria in the colon. They can be found in a multitude of foods, including almonds, bananas, whole grains, corn, rye and barley, and flax seeds.

What are probiotics in foods?

Probiotics in foods are live microorganisms often described as beneficial or "good" bacteria because they help maintain a healthy gut. Probiotics are available in foods such as live yogurt.

What are postbiotics in foods?

Postbiotics, also known as metabiotics, biogenics, or metabolites, are a residual product produced when the body digests prebiotics and probiotics. (Photo: Freepik)