Digest This

Call it a reflection of the typical diet or an indication of societal stress, digestive health has become a big focus of the average American’s health. SPINS data shows sales of digestive aids and enzymes in the natural channel are up by 7.8 percent (52 week period ending March 19, 2011) from 2010 in three categories—fiber products and laxatives, miscellaneous enzyme products and digestive formulas, and prebiotics and probiotics. Overall natural channel sales of digestive products total almost $100 million annually, with probiotics leading the charge (13 percent CAGR) with $57 million.

However, digestive supplementation is more than just throwing a billion or so random probiotic strains into a capsule, and it is even more than probiotics. It is important to look at the research on various probiotic strains (as well as the specific digestive condition benefited), as well as other digestive ingredients such as prebiotics, fiber, omega-3 fatty acids, enzymes, Aloe vera, ginger and zonc-carnosine.

For a quick overview of the ingredients in this market segment, visit INSIDER’s recent “Natural Digestifs” slideshow, or for a more in-depth read, check out Alissa Marrapodi’s “Natural Digestifs” full-length feature (with a research bibliography).