Trends in gut health ingredients

A cultural shift from a focus on older dietary constructs like “heart health” to a focus on digestion and the gut has begun. In the realm of gut health, consumer thinking revolves around a focus on the “health of the microbiome” as the root of wellness and choosing foods that help the body absorb nutrients most efficiently. Behaviorally, consumers are turning internally to their own bodily cues (starting with their digestion) to judge the healthfulness of foods and beverages.

Evidence of a mainstreaming interest in digestion includes the rising availability of products with probiotic-rich cultured and fermented ingredients such as yogurt and fermented vegetables, all of which are believed to contain gut-friendly “good bacteria.” Similarly, “gluten-free” (an overall market now posting billions of dollars in revenues) has seen widespread appeal because of connections consumers make between eating gluten-free to remedy general digestive discomfort and eating gluten-free as a tool linked to weight management.

Current diet experiments, like eating gluten-free or dairy-free, reflect interests moving away from carbohydrate-laden, processed foods and toward a focus on supporting digestion. Overall, consumers are incorporating more dietary methods that support digestion and energy to the point that eating and evaluating foods for positive digestion has become an entirely mainstream phenomenon.

Consumers across all health and wellness segments have come to appreciate the perceived wide-ranging benefits of consistent digestive maintenance and associate such a focus with producing better energy, stronger immunity and consistent weight management.

Learn more about digestive health ingredients and read this full article in INSIDER’s Digestive Health Digital Magazine.

Laurie Demeritt, CEO, The Hartman Group, drives the vision, strategy, operations and results-oriented culture for the company's associates as it furthers its offerings of tactical thinking, consumer and market intelligence, cultural competency and innovative intellectual capital to a global marketplace.