Here’s news that’s easy to digest. Despite some regulatory issues affecting health claims (particularly in Europe), new product activity shows there is clear global interest in new foods and drinks with digestive and/or gut health benefits. That said, most food and beverage manufacturers are embracing general health and wellness and they are relying consumer awareness of ingredients such as probiotics and fiber—and their related health benefits.
Digestive or gut health has been a key focus for product activity in functional and healthy foods for many years, initially driven by interest in probiotic dairy products in Europe. The US market for probiotics was slower to take off. It was not truly established until the mid-2000s, although there had previously been some activity in cereal products marketed for digestive health.