Loved ones and mentors often advise to “trust your instincts” when it comes to making decisions in life, but listening to your instincts is also important for understanding what the body is trying to communicate about your health status. .
Digestive or “gut” health is the balance of all microorganisms living in the large intestine, more specifically called the gut microbiome, which plays a major role in delivering nutrients to the body. Although the idea of taking care of your digestive health is not new, the post-pandemic growth of the category has resulted from it; this is attributed in part to consumer interest in general wellness, first piqued by demand for improved immune health.
An additional factor contributing to the growth of digestive health products is a huge driver for this category – as well as in all areas – of health-conscious millennials. This generation is proactive when it comes to health and willing to spend time and money to support it, whether it’s researching the latest cures or buying cutting-edge, multi-faceted wellness products. Much of the progress and change in digestive health has come from the demands of these buyers and the expectations they have of health and wellness products.
New forms with old ingredients
According to data from SPINS, the “digestive health” attribution grew 6.8% year-over-year (YoY), per SPINS Natural Enhanced + MULO channel powered by IRI. This growth and increased interest in digestive health has contributed to innovations in product formulation and delivery formats.
Two ingredients frequently associated with digestive health are probiotics and prebiotics. Not only do they look similar, but they may also work together to help maintain a healthy gut microbiome. Basically, probiotics are beneficial bacteria in foods and supplements, and prebiotics are fiber that feeds the good bacteria in the gut. According to sales data from SPINS ClearCut Analytics, products containing prebiotics and probiotics saw 6% year-over-year growth on Amazon.
Commonly found in dairy products or in the form of oral supplements, probiotics are an old standby for digestive health. Many brands are thinking outside the box to modify the delivery of these classic bacteria. This year, probiotic products grew by 5.3%.
Sparkling waters and seltzers come in every flavor imaginable and contain more than just bubbles, with many products offering added probiotics. Even snack brands are getting into probiotics, with shelf-stable vegetable crisps growing 12% as shoppers opt for snacks that satisfy their cravings without sacrificing digestive health.
Although they’re talked about less often, prebiotics are just as important for maintaining good digestive health and can sometimes be used as sugar substitutes in high-protein products. Prebiotics rose 8.4%, with popular categories leading the charge.
The complete version of this article is available in the section “Various microbiomes and digestive health” digital magazine. Click the link to read it.
Haleigh Resetar is from West Virginia and graduated from West Virginia University with degrees in journalism and integrated marketing communications. before joining TOWERS as a specialist in corporate communication, she worked within the communication teams of higher education and healthcare institutions. As a member of the SPINS marketing team, she manages social media profiles for SPINS and ClearCut Analytics accounts, contributes content to the company’s blog, and acts as the primary contact for customer data requests. media.
