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Digestive Health Primarily an As Needed Consumer CategoryDigestive Health Primarily an As Needed Consumer Category

While 60 million American adults use supplements for digestive health, most only turn to supplements on an “as needed" basis.

Heather Granato

March 30, 2016

1 Min Read
Digestive Health Primarily an As Needed Consumer Category

While about a quarter of U.S. adult consumers are using digestive health products, they’re primarily used on an as-needed basis instead of for prevention. The most common reason for using those products is to address constipation and/or intestinal irregularity. This is just one of the findings from the inaugural Mind of the Consumer study, being presented at Ingredient Marketplace in late April. Developed in partnership with the Natural Marketing Institute (NMI), we sought to explore and understand consumer expectations and perceptions related to top health issues. The team also examined ingredient suppliers and their perceptions in regards to consumer demand, allowing comparison between what suppliers are doing compared to consumer needs. We noted across all categories, consumers are looking for safe and effective products that are less artificial and closer to natural. The digestive health category in particular saw consumers citing usage of foods—vegetables, fruits, high-fiber foods and whole-grain foods—to manage their digestive health above usage of supplements, including probiotic supplements. Among consumers who are not using any products/ingredients for digestive health, many cited concerns about product efficacy either based on past experience or just general disbelief.

The Mind of the Consumer findings are not just focused around digestive health, but also delve into sports nutrition, weight management, protein, omega-3s and probiotics. These insights will showcase areas of opportunity for finished product manufacturers so you can develop and launch new products successfully.

Interested in learning more? Join us on Friday, April 29, at Ingredient Marketplace for the inaugural presentation of the Mind of the Consumer research findings. NMI’s Steve French and I look forward to sharing insights across the focus areas and looking at where the areas of opportunity lie.

About the Author(s)

Heather Granato

vice president, content, Informa Markets, Food EMEA division

Heather Granato is a 25-year veteran of the natural products industry, currently serving as the Vice President, Content, in Informa Exhibitions’ Global Health & Nutrition Network. She has been a presenter at events including SupplySide, Vitafoods, Natural Products Expo, the Natural Gourmet Show and the Folio: Show. Her publishing experience includes Natural Products INSIDER, Food Product Design, Country Living's Healthy Living, Natural Foods Merchandiser, Delicious Magazine and WomenOf.com. She was named a 2015 Top Woman in Media by Folio:; received the 2014 Visionary Award from the American Herbal Products Association (AHPA); and was awarded the CEO Merit Award for Content from Informa in 2014. Granato graduated magna cum laude from the University of Richmond, Virginia, in 1992 with a bachelor’s degree in journalism; she currently serves as a national vice president for Kappa Alpha Theta women's fraternity.

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