Manufacturers are including front-pack claims to highlight nutritional values and particular health benefits in an attempt to attract the attention of health-conscious consumers. Gut-friendly ingredients, such as probiotics, fiber and other natural ingredients, are sought after in packaged food and beverages by those looking to boost digestive well-being. In fact, food and beverages with a digestive health positioning saw value growth of 5 percent in 2017, reaching retail sales of US$66 billion globally, according to Euromonitor International.

Asia Pacific is the largest contributor to growth, largely due to the popularity of probiotics—the one ingredient that continues to be a hot trend in the region. This isn’t surprising, given consumers are familiar with the health benefits of these ingredients thanks to the extensive range of fermented foods, such as miso, soy sauce and natto, which are part of the traditional Asian diet.

China is the region’s key driver of the spectacular success of digestive health-positioned foods and beverages, with probiotic yogurt skyrocketing during 2012 to 2017 and underpinning the expansion of fortified/functional yogurt in the country. It is considered a healthy product, beneficial to both appetite and digestion, thus enhancing gastrointestinal (GI) function.

The development of functional food targeted to gut health has also risen in popularity in India. Several traditional Indian foods are naturally rich in probiotics, such as idlis, dosas, dhoklas, wadas and kadhi, all of which are lactobacillus fermented. However, the trend is moving into other categories, such as key-targeted drinking yogurt, with many manufacturers adding probiotics to enhance products. This approach offers significant future growth potential, particularly among young adults who are becoming more aware of their bodies’ nutritional requirements and the health benefits of these ingredients.

This is an excerpt from the article, “Global Digestive Health Market Analysis: A Holistic Approach.” To read the complete article, download INSIDER’s Digestive Health Digital Magazine.

Maria Mascaraque is a senior analyst at Euromonitor International.

Editor's note: Want the latest understandings around strain selection, research insights and FSMA compliance? Join us for the Probiotic Product Development: A Need-To-Know Guide Before Taking That First Step workshop on Saturday, Nov. 10, at SupplySide West 2018. This workshop is underwritten by Deerland Enzymes, DuPont, Lallemand Health Solutions, Morinaga, Probi and Sabinsa.