Sandy Almendarez, VP of Content

July 29, 2013

2 Min Read
Digestion Products Sales Fueled by Precise Formulation

The science behind digestive health products shows many natural products work, and that message is getting to consumers. Overall, data have shown digestive health vitamins and supplements sold more than USD $226 million from November 2011 to November 2012, according to SPINS.

The digestive health market is dominated by probiotics, according to SPINS, which reported sales of probiotic foods and supplements jumped 79 percent during the past two years, settling at US $2.25 billion in July 2012.

While yogurt and supplements are staples for probiotic-fortified foods, the category now has a larger opportunity. Stable probiotics can now be formulated into numerous foods and beverages, even ones that are baked, boiled and frozen.

Prebiotics and enzymes are also increasing their presence in the digestive health space. Enzymes and prebiotics/probiotics accounted for almost $197 million (combined natural and conventional channels) in the 52 weeks ending Nov. 24, 2012, according to SPINS data. Synbiotics, products that combine pre- and probiotics are selling well in the yogurt and beverage aisles.

However, these products will only continue to sell well if they are formulated correctly. Formulating digestive health products takes skill as the efficacy of probiotics, enzymes and digestive health botanicals can suffer with the wrong formulation technique.

Probiotics, being live organisms, can be quite tricky to formulate with, especially in complex products that require heat processing and long shelf life. And when consumers take their probiotic product, the helpful bugs need to survive the harsh conditions of the stomach.  

Probiotics' ingredient partner, prebiotics, thankfully has[s1]  few formulation challenges.

Enzyme ingredients also need to stay active until they are in the gut. Reacting too early can denature enzymes, removing their ability to help digest food.

Choosing the best delivery and formulation is crucial for digestive health product companies. Without careful consideration, the helpful ingredients won't be able to get to the place in the gut where they can benefit consumers. If that happens, consumers won't be buying them again.

Learn more about the market and formulating with natural digestive products in INSIDER's Digestion Digital Pulse.

About the Author(s)

Sandy Almendarez

VP of Content, Informa


• Well-known subject matter expert within the health & nutrition industry with more than 15 years’ experience reporting on natural products.

• She cares a lot about how healthy products are made, where their ingredients are sourced and how they affect human health.

• She knows that it’s the people behind the businesses — their motivations, feelings and emotions — drive industry growth, so that’s where she looks for content opportunities.

Sandy Almendarez is VP of Content for SupplySide and an award-winning journalist. She oversees the editorial and content marketing teams for the B2B media brands Natural Products Insider and Food and Beverage Insider, the education programming for the health and nutrition trade shows SupplySide East and SupplySide West, and community engagement across the SupplySide portfolio. She is a seasoned content strategist with a passion for health, good nutrition, sustainability and inclusion. With over 15 years of experience in the health and nutrition industry, Sandy brings a wealth of knowledge to her role as a content-focused business leader. With specialization in topics ranging from product development to content engagement, creative marketing and c-suite decision making, her work is known for its engaging style and its relevance for business leaders in the health and nutrition industry.

In her free time, Sandy loves running, drinking hot tea and watching her two kids grow up. She brews her own “Sandbucha” homemade kombucha; she’s happy to share if you’re ever in Phoenix!


Speaker credentials

Resides in

  • Phoenix, AZ


  • Arizona State University


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