What's next for this big F&B trend?

Gut health is arguably the most powerful trend to impact the food and beverage industry in the last decade. In fact, its dominance is such that the global digestive health products market is now worth $51.62 billion and is expected to grow at a CAGR of 8.3% over the next five years, according to Grand View Research.

“Gut health is really an important area in food and beverages, particularly functional foods and beverages,” says Rick Miller, associate director of specialty nutrition at market research firm Mintel.

How has gut health evolved from a topic discussed exclusively by doctors and nutritionists to one of the most influential factors in the food and beverage industry?

How did gut health become such a strong trend?

The answer lies in consumers’ increased understanding of the importance of the gut microbiome. Innova Market Insights has found that two out of three consumers now recognize gut health as the key to overall wellbeing.

Additionally, recent studies have shown that gut health provides a variety of health benefits, including reducing the risk of colon cancer and chronic diseases in women. And the benefits don’t end there, as gut health is now linked to a variety of symptoms including energy levels, mood, skin health, hair health and more.

Additionally, understanding of the importance of gut health continues to increase. The relatively new discovery of the gut-brain axis highlights how important good gut health is to brain health. This has led to consumers making sure the foods they eat support their physical and mental health.

“Mental illnesses such as anxiety are often associated with chronic intestinal diseases such as irritable bowel syndrome. “Current research suggests that your gut bacteria could influence symptoms of anxiety and depression,” explains Olivia Cassano of gut health brand Zoe. “Scientists have identified certain gut microbes that may be linked to mental illness. One study found that people with depression had fewer of the two types of bacteria Dialister and Coprococcus in their gut.”

Kombucha is one of the many functional foods and drinks aimed at improving gut health that have gained popularity among consumers. GettyImages/Premyuda Yospim

This is supported by Rachel Yarcony, co-founder and CEO of smart food company myAir, who recently told FoodNavigator that the gut-brain axis is a “complex, bidirectional communication system between the gastrointestinal tract and the central nervous system.” . This connection includes direct and indirect pathways, including neural, immune and hormonal pathways, that connect our gut health to our mood and mental health.”

What’s next for the gut health industry?

Understanding the importance of good gut health is still in its infancy, but new research is being published every week.

“Research in this area has exploded over the last decade,” said Richard Day, vice president of medical affairs and clinical development at food and beverage manufacturer ADM, while speaking about gut health at Future Food-Tech in London.

“The research explores the gut-brain axis, the gut-heart axis, the gut-mouth axis, the gut-lung axis and more,” says Stephanie Mattucci, associate director of food science at Mintel. “Research is also being conducted to understand how changes in gut microbiota impact other areas of health and may potentially combat diseases that rely on inflammation, such as rheumatoid arthritis and psoriasis.”

Sourdough is another gut-friendly product to avoid and is becoming increasingly popular with consumers embracing the gut health trend. GettyImages/Danielle Wood

And with each new study on the importance of good gut health, consumer awareness and interest in products designed to improve gut health will increase.

Additionally, brands are now changing the way they market gut health products and promoting proactive rather than reactive gut health care.

“It’s a departure from the common areas that we would have associated with gut health in food and drink, so functional and clinical treatment,” says Mintel Irritable Bowel Syndrome’s Miller.”

However, there is still much work to be done to properly communicate the benefits of good gut health to consumers.

“Consumers simply don’t have many functional foods and beverages available yet,” says Lisa Macfarlane, CEO and co-founder of gut health brand The Gut Stuff. “As brands, we have a responsibility to first and foremost educate consumers before trying to sell them products.”

“This is something we also struggle with at The Gut Feeling,” says Lucie Hayter, founder of gut health app The Gut Feeling. “It’s a challenge to make sure we get all of this amazing science to consumers who don’t have the science background or training to understand the technical stuff.”

Glossary of terms related to gut health

What is the gut microbiome?

Trillions of microbes or bacteria live in each of us. These are collectively referred to as the intestinal microbiome. The two most common types of helpful bacteria in our gut microbiome are Lactobacillus and Bifidobacteria. Maintaining a healthy balance between the helpful (good) bacteria and the unhelpful (bad) bacteria is fundamental to supporting a healthy digestive system. The intestine is now considered central to health and houses more than 70% of our immune system.

The gut microbiome is associated not only with gut health, but with overall body health. The gut-brain axis, or communication between the gut and the brain, is a fundamental function that is currently being researched by scientists and is also gaining widespread recognition among consumers. The gut-skin axis and the gut-liver axis are two additional connections that are increasingly being researched and understood. Additionally, gut health is also linked to the prevention of colon cancer and other chronic diseases.

What are prebiotics in food?

Prebiotics in foods are compounds that support the beneficial microorganisms or good bacteria in the gut (gastrointestinal tract).

Dietary prebiotics are typically indigestible fiber compounds that pass undigested through the upper part of the gastrointestinal tract and support the growth of “good” bacteria in the colon. Prebiotics were first identified and named in 1995 by academic researcher Marcel Roberfroid. Prebiotics are found in a variety of foods, including almonds, bananas, whole wheat, corn, rye and barley, and flaxseed

What are probiotics in food?

Probiotics in foods are live microorganisms that are often called helpful or “good” bacteria because they help keep your gut healthy. Probiotics are found in foods like live yogurt.

The first probiotic, Lactobacillus bulgaricus, was discovered in 1905 by the Bulgarian physician and microbiologist Stamen Grigorov.

What are postbiotics?

Postbiotics, also known as metabiotics, biogenics or metabolites, are a waste product created when the body digests prebiotics and probiotics.

Healthy postbiotics include nutrients such as vitamins B and K and amino acids. Postbiotics also produce antimicrobial peptides called host defense peptides because they help slow the growth of harmful bacteria.

What’s next for this big F&B trend?

How did gut health become such a strong trend?

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How did gut health become such a strong trend?​

Recent Posts

How did gut health become such a strong trend?