Nascent research into the link between gut health and brain function and the rise of GLP-1 weight-loss drugs could aid the growth of a category of products that's spreading from dairy and into areas like cereals.
Not that the category is floundering anyway. According to GlobalData, Just Drinks’ parent, consumers are increasingly aware of the health benefits associated with probiotics – the compound annual growth rate (CAGR) of the probotics market was 7.2% between 2019 and 2024.
What was once seen as a fairly niche product area – supporting gut health by including good bacteria/probiotics as an ingredient – has become increasingly mainstream.
Last year, UK retailer Marks and Spencer launched the Good Gut range of products, including cereals, yoghurts and drinks. It then expanded the line-up at the start of this year as part of a broader push deeper into health-focused products, including the Brain Food range and its Yay mushroom shots.
New products are coming on to the market all the time. Farmers Union, the Australia-based Greek-style yogurt manufacturer, has just introduced Gut Good, a gut health yogurt that contains three probiotic strains, BB-12, LGG, and Lactobacillus casei, aiming to promote a healthy gut.
As with the ascendancy of plant-based products in recent years, there are two classic signs here of something going beyond a trend: mainstream retail players becoming involved – even in an own-brand way – and it spreading into different categories, in the case of gut health beyond dairy and gut ‘shots’.
The emergence of gut health-focused products onto the grocery retail scene long pre-date Covid-19 but were boosted by a renewed interest in health and well-being linked to the virus.
The health properties of products have become a key purchasing factor since the pandemic and the gut-health category is being given another boost by the growth of GLP-1 weight-loss drugs, especially in the US, and the renewed focus this has placed on healthy eating.
New research from Ireland-based global ingredients heavyweight Kerry has found that 90% of GLP-1 users incorporate vitamins, supplements, and probiotics into their routines.
Credit: @MarksandSpencer / Facebook
The ‘gut-brain axis’
Consumers are increasingly prioritising gut and immune health, stress relief, mental clarity and clean energy support alongside weight management, Kerry's research revealed.
But another boost for the category, and perhaps even a change in the way products are marketed, is being anticipated by some market watchers based on research linking gut health and brain function.
The link between the gut and the brain is increasingly being explored and fits in with a more holistic approach among consumers when it comes to their health and wellbeing.
Research in Singapore from scientists from Duke-NUS Medical School and the National Neuroscience Institute have discovered a connection between gut microbes and anxiety-related behaviour. Their research, published this month, suggests that microbial metabolites play a direct role in regulating brain activity linked to anxiety.
Similarly, research from Japanese dairy and probiotics company Morinaga Milk into the so-called ‘gut-brain axis’ has highlighted the significance of gut health concerning cognitive function and emotional states.
The group has undertaken studies on the probiotic Bifidobacterium breve MCC1274, which it says has displayed “promising results” in maintaining memory function that decline with age in healthy middle-aged and older people.
It is potentially another string to the bow for manufacturers making claims about their products. Product claims, as far as gut health itself is concerned, are resonating with consumers.
A global study carried out by French dairy major Danone late last year, revealed 29% of people are more aware of the importance of good gut health now than they were a year before, with close to half (49%) equally prioritising looking after their gut health as much as their physical appearance.
Danone, the company behind the Actimel and Activia brands, is a long-term player in this field, alongside the likes of Yakult, the Japanese group behind the brand of fermented, probiotic milk beverages of the same name.
Category spread
But the category is growing at speed and heading into other category areas.
Holie’s, the Dutch better-for-you cereal business, is promoting the gut-health aspects of its products.
Co-founder and CEO Merick Schoute told Just Food recently: “If you think about coconut sugar or date syrup or agave, or fruit juices, we all consider that added sugar, because it’s basically just sugar, right? We also don’t use sweeteners. The only thing we use is a chicory root fibre… which [means] that our whole portfolio is without added sugar, but also low in natural sugar. It’s all crunchy and it’s all good for your gut.”
Holie's granola range. Credit: Holie's
Ingredients manufacturers have not been slow to recognise the potential of category spread.
Germany-headquartered global ingredients business Doehler has recently launched its GutHealthHeroes ingredient portfolio of phytoactive and natural ingredients.
“We offer the perfect basis for developing a variety of foods and beverages that support gut health,” Doehler claims.
The company suggests its Prebiotic Topinambur juice powder – “enriched through lactic acid fermentation and derived from the tuber of topinambur” – boosts the levels of prebiotic fibres and could be used across a number of categories including dairy products, confectionery, baked goods and breakfast cereals.
Dr. Alexander Smerz. head of business unit, health and nutrition at Doehler, says: “In recent years, gut health has emerged as a critical area of focus in nutrition, with biotics – encompassing prebiotics, probiotics and postbiotics – playing a fundamental role in maintaining and enhancing gut microbiota.”
He adds: “Doehler understands that the importance of gut health extends beyond digestive wellness; it is intricately linked to longevity and overall health. A balanced gut microbiota is associated with reduced inflammation, improved metabolic health and enhanced immune function, all of which contribute to longevity.”
It’s important to keep our messaging easy and clear to understand for the general population Reshma Patel, Yakult
But could such technical descriptions baffle consumers?
Reshma Patel, a marketing manager within Yakult's business in the UK and Ireland, says: “Consumers are just starting to understand about gut health, so it’s important to keep our messaging easy and clear to understand for the general population.”
However, if the finer scientific points are lost on most consumers, the overriding message is not and analysts believe the gut-brain axis line could cut through.
Hannah Cleland, a food and foodservice analyst at GlobalData, says: “Companies such as [Irish ingredients supplier] Kerry are taking significant steps in researching the importance of the gut-brain axis. Gut health is so much more than just digestive system health but has implications for other areas such as mental wellness.
“The gut-brain axis is likely to resonate with consumers as holistic health concepts often do because it reassures consumers that healthier choices can take care of multiple needs. Consumers now typically place equal importance on brain and physical health. There is definitely clear demand for products promoting holistic ideas but it will be down to companies such as Kerry to communicate this effectively in new product development.”
Cleland believes the category spread beyond dairy and gut shots is here to stay and that the use of GLP-1 drugs is a factor.
The GLP-1 factor
Cleland believes the category spread beyond dairy and gut shots is here to stay and that the use of GLP-1 drugs is a factor.
“GLP-1s are increasing awareness of other dimensions to gut health such as the importance of fibre promoting good metabolic health, helping balance blood glucose levels, supressing appetite and so on. Many consumers are believed to be deficient in fibre so the implications for fortified as well as naturally fibrous foods are significant," she explains.
Pointing to a GlobalData survey from 2024, Cleland says ‘contains added fibre’ was deemed essential by 30% and nice to have by 48% of consumers globally when deciding which food and drinks to purchase."
She adds: “Obvious contenders are bread, cereals and snacks looking to rescue tarnished ultra-processed reputations.”
However, Danone believes dairy will continue to play a key role, perhaps the key role, in this category.
The gut microbiome, as a key element of gut health, is becoming increasingly popular Raish Oozeer, Danone
Raish Oozeer, director of adult microbiome and probiotic at the company, says: “Beyond the gut health benefits, consumer centricity, pleasure, and taste are essential elements that ensure dairy remains a vital category for gut health.”
As Danone's attempt – as yet unsuccessful – to buy US kefir maker Lifeway Foods shows, the company believes the category has a lot of growth potential.
“The gut microbiome, as a key element of gut health, is becoming increasingly popular. In addition to ongoing research developments, the topic of gut health is widely communicated across various platforms. Therefore, we can expect more demands from consumers,” Oozeer says.
On the gut-brain axis potential, he is cautiously optimistic. “Scientific literature highlights that certain probiotics, known as psychobiotics, have the potential to positively influence the gut-brain axis. While this field is still emerging, the initial evidence is promising, even though more clinical proof is needed,” he says.
Credit: HJBC / Shutterstock.com
An increasingly crowded field
Gut health product pioneer Yakult – which claims to be the first probiotic brand on the market – is conscious that it is now operating in an increasingly crowded field.
Patel says: “In today’s digital world, influencers on social media, podcasts, TV, and YouTube have amplified this message, allowing the conversation around gut health to spread quickly and reach millions. At the same time, trends like #GutTok on TikTok have made it a popular and relatable topic, bringing gut health into everyday conversations.
“The market is definitely more competitive now than ever, with the influx of new brands within different categories and product extensions within the existing active health drinks category that traditionally has championed gut health.”
But she argues: “Our long-standing, scientific investment in this area, history and continuous effort to educate and engage with our consumers set us apart in this crowded market.”
Fellow Japanese probiotics specialist Morinaga Milk believes its product line-up of drinks and yogurts is the “easiest product to purchase daily at grocery stores” and sees this remaining the case but it concedes that “considering the growth of the probiotics/postbiotics market, and technology and convenience of incorporating probiotics/postbiotics is advancing, we believe that the food supplement sector and functional food sector will also be considered as good target sectors for gut health”.
Product development to continue
Saki Yamashita, marketing strategy manager in the international B2B department at Morinaga Milk, sees the gut-brain axis as an interesting development.
“In addition to its effects on improving the intestinal environment and regulating the intestines, the benefits to humans are expanding due to advances in research on intestinal immunity and gut-brain correlation, and we believe that the development of products with various functions beyond the gut will continue in the future,” she says.
“According to FMCG gurus, consumers are more and more understanding the connection between different efficacies and one of them is brain health.”
An all-consuming approach to health is being confidently predicted and that could benefit the whole category.
Elizabeth Horvath, VP marketing in North America at Kerry, said: "Appetites are shifting towards a more holistic and personalised approach to nutrition. Consumers are increasingly focused on positive nutrition, seeking to reduce sodium and sugar intake while enhancing gut and immune health.”
"Food for thought: will brain function link and GLP-1 drugs usage boost gut health category?" was originally created and published by Just Drinks, a GlobalData owned brand.
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