Digestive health has become a leading driver of consumer purchases in the functional food and beverage space, with Millennials and Generation X emerging as the top purchasers1. Over the past year, there has been a +42% growth in global food, drink, and supplement launches featuring gut or digestive health claims2.

Gut health has emerged as a cornerstone of overall wellbeing, driving demand for products that support immunity, cognitive function, and preventative healthcare. Innovation is accelerating in biotics (pre-, pro-, syn- and postbiotics), fibre-enriched functional foods, and microbiome testing technologies. At the same time, consumer preferences are shifting towards sustainable, clean-label solutions that promote long-term wellness.

Join this Vitafoods Insights webinar on gut health to discover the latest innovations transforming digestive wellness.

References:

(1) Innova Market Insights. Trends Survey (2025).

(2) Innova Market Insights. (CAGR, Jul 2023–Jun 2025).

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