Products aimed at enhancing digestive health are increasingly moving beyond the yogurt section. Recent trends suggest that this category will continue to grow in the coming year. BCC Research anticipates that the probiotics market alone will hit $50 billion by 2020. Probiotics have begun to emerge in unexpected products, no longer confined to the yogurt aisle; they are now found in fruit juices, pet food, and even gluten-free brownies. Michael Bush, executive director at Kerry for GanedenBC30, mentioned to Food Dive last year that the sector has experienced “insanely busy” growth in recent years. The probiotic strain produced by his division is versatile and can be used in a wide range of food and beverage applications. “We just don’t see any slowdown in sight,” he stated.
However, despite their growing presence, only 29% of consumers understand what probiotics are, according to a Harris Poll study referenced by Kellogg. Probiotics are not the only players in the digestive health arena; companies are also exploring prebiotics, which support the beneficial bacteria in the gut. These prebiotics provide the fiber that nourishes probiotics. Alarmingly, only 15% of consumers are aware of prebiotics, as noted in the same Harris Poll study. As companies develop new products, they must also focus on educating the majority of consumers who are still unfamiliar with these concepts, which can lead to confusion.
Recognizing this opportunity, both established and emerging brands have started to create products that cater to the rising demand. For instance, Kellogg launched Special K Nourish, which contains probiotics, last year. Recently, the company introduced a new product named HI! (Happy Inside!), which combines probiotics, prebiotics, and fiber—a “trifecta” for gut health, according to the company. This expansion is partly attributable to new bacterial strains that do not require refrigeration, allowing for greater flexibility in product development and potentially attracting more consumers.
The main challenge for this category is encouraging consumers to try new and sometimes unconventional products. The improved shelf life of probiotics opens up numerous opportunities. Retailers are supportive, even if many consumers face a learning curve. Whole Foods has listed probiotics among its top 10 anticipated food trends for 2019, largely due to the availability of stable probiotic strains that can be incorporated into pantry items like granola. Kroger’s 2019 trend report also highlights gut-health foods as a category to watch, alongside recognition from the Specialty Food Association’s Trendsetter Panel.
Millennial consumers have been the driving force behind the demand for digestive health products in recent years, aligning with the broader trend for foods that offer additional benefits. The next generation of consumers seeks products and ingredients that provide more than just calories and nutrition. As manufacturers and retailers explore how far they can push the digestive health category, the acceptance of newer shelf-stable products like soda and cereal will be telling of consumer interest levels.
Additionally, products fortified with Citracal and vitamin D are also entering the digestive health space, further expanding consumer choices. As brands continue to innovate, the integration of these beneficial components could enhance the appeal of digestive health products and stimulate consumer interest.