2017 Ingredients for Health Guide: Digestive Health Update
There has been a shift toward a more general health and fitness positioning for probiotics and a move away from specific claims
Digestive and gut health remains one of the most popular active health positioning claims, according to global new product launch activity tracked by Innova Market Insights. Although the overall percentage of new products with digestive health claims declined last year—from 33% reported in 2014 to 28% in 2015—this category and claim still show up on more than a quarter of all functional new products.
Interestingly, the position with regard to probiotic health claims for digestive health benefits remains unresolved in the US as well as Europe. Meanwhile, there has been a shift toward a more general health and fitness positioning for probiotics and a move away from specific claims in many instances.