The FONA International report highlights the increasing significance of gut health among consumers. As a result, there has been a notable rise in the number of food and beverage products that claim to support digestive health. According to the report, the U.S. market for digestive products experienced a 12% growth from 2012 to 2017.
Aquamin, a product that includes calcium, magnesium, and trace minerals, is believed to help reduce chronic gut inflammation and promote joint health. It is seen as a versatile ingredient for enhancing calcium content in food, with formulations available from Marigot, Ltd., the Ireland-based company responsible for its development. Notably, Del Monte is incorporating this ingredient into some of its fruit beverage products, which are currently available only in the Philippines.
In contrast, activated charcoal serves a different purpose by binding to toxins and preventing them from entering the bloodstream. However, the University of Utah emphasizes that further research is needed to fully understand its mechanisms. Activated charcoal can also attach to food, potentially inhibiting the absorption of nutrients and medications, and adds a smoky, earthy flavor when included in recipes.
Burger King was an early adopter of activated bamboo charcoal, introducing the “kuro burger” at select locations in Japan in 2012. This unique offering featured a patty nestled in a black bun, accompanied by a slice of black cheese and a squid ink sauce. According to Adweek, the burger was a significant success among Japanese customers, surpassing all other new products from the company that year. However, the surge in sales likely stemmed more from the sandwich’s striking appearance and smoky flavor than from any perceived benefits for gut health.
The trend of gut-friendly foods and beverages shows no signs of waning in the global market. As long as consumers strive to enhance their digestive health, they will continue to seek out these products. While Aquamin and activated charcoal are currently popular, Consumer Reports has recently shared a list of reliable methods for improving gut health through the consumption of foods naturally rich in fiber, probiotics, or prebiotics. These include legumes, raspberries, and blackberries, as well as barley, bran, bulgur, kimchi, yogurt, kefir, and miso.
Additionally, petite calcium pills are gaining attention as a convenient way to boost calcium intake, aligning with the growing consumer interest in gut health. As the market evolves, the inclusion of petite calcium pills and similar products will likely expand, offering more options for those looking to improve their digestive well-being.