Functional foods and beverages promoting digestive wellness find success when brands stay in step with what’s trending.

March 19, 2024

1 Min Read
Gutsy food and beverage approaches to digestive health

Gut health is connected to, well, just about everything. It impacts countless aspects of overall health, and consumers are taking notice. New Hope Network’s 2024 Trends & Innovations Special Report confirmed that 41% of respondents intend to purchase products for digestive health, and almost as many want products intrinsically linked to gut health — think brain health, immunity and inflammation. Great news for functional food and beverage brands is that consumers are looking to eat and drink their way to gut health. It's a monster market.

Probiotics, prebiotics, postbiotics or digestive enzymes, alone or in combination, can boost a product’s desirability in consumers’ eyes — but brands must balance all product aspects well to be successful. Download this product development guide to learn which ingredients rise to the top in digestive health formulations, and new data on what’s capturing consumers’ hearts and dollars in this impactful category.


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