Consumers are more proactive when it comes to addressing their digestive system. The details of how they are approaching digestive management can help brands develop desirable products and successfully target these consumers.

FMCG Gurus consumer insights found 55% of global consumers stated they are currently satisfied with their digestive health. However, although the majority say they are happy, 20% are dissatisfied. Sixty-one percent of global consumers stated they are interested in digestive health products even when not suffering specific health problems.

Claims around improving digestive health can be very beneficial to brands and manufacturers as they target these consumers. FMCG Gurus research shows that 57% of global consumers say they find food and drink products positioned around improving digestive health appealing with 39% saying they would pay a premium price for these products.

To read this article in its entirety, check out the Digestive health: Market growth backed by science – digital magazine. 

Will Cowling is marketing manager at FMCG Gurus. This article is based on FMCG Gurus’ Global and Regional Digestive Health Survey, Q3 2019. For more info please contact FMCG Gurus at [email protected].