Gut health is arguably the most powerful trend to hit food and beverage in the past decade. In fact, such is its dominance, the global digestive health products market is now valued at 51.62 billion USD and is projected to grow at a CAGR of 8.3% over the next five years, according to Grand View Research.
“Gut health really is an important area within food and drink, particularly functional food and drink,” says Rick Miller, associate director for specialised nutrition at market research firm, Mintel.
So, how has gut health gone from a subject discussed solely by doctors and dieticians to one of the most influential forces in food and beverage?
How has gut health become such a powerful trend?
The answer is the rise in consumer understanding of the importance of the gut microbiome, with Innova Market Insights finding that two in three consumers now recognise gut health as key to overall wellbeing.
Furthermore, recent studies have linked gut health to a multitude of health benefits, including reducing the risk of colorectal cancer and of chronic diseases in women. And the benefits don’t end there as gut health has now been linked to a broad range of symptoms, including energy levels, mood, skin health, hair health and more.
What’s more, understanding of the power of gut health is continuing to grow, with the relatively recent discovery of the gut-brain axis, exposing the importance of good gut health on good brain health. This has led to consumers looking to the foods they eat to support physical and mental health.
“Mental health conditions like anxiety are often linked with chronic gut conditions like IBS. Recent research suggests that your gut bacteria could affect symptoms of anxiety and depression,” explains Olivia Cassano of gut-health brand, Zoe. “Scientists have identified specific gut microbes that may be connected with mental health conditions. One study found that people with depression had fewer of two types of bacteria called Dialister and Coprococcus in their guts.”
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 involves direct and indirect pathways that include the nervous, immune, and hormonal pathways, linking our gut health to our mood and mental health.”
What’s next for the gut health industry?
Understanding of the importance of good gut health is still in its infancy, but new research is being released every week.
“There has been an explosion in research in this space over the last decade,” said Richard Day, vice president of Medical Affairs & Clinical Development at food and beverage manufacturer ADM, while speaking on gut health at Future Food-Tech in London.
“Research is exploring the gut-brain axis, gut-heart axis, gut-oral axis, gut-lung axis and more,” says Stephanie Mattucci, associate director of Food Science at Mintel. “Research is also underway to understand how changes to the gut microbiota can affect other areas of health and potentially manage diseases that are rooted in inflammation, such as rheumatoid arthritis and psoriasis.”
And with every new study on the power of good gut health, will come increased consumer awareness and interest in products aimed at improving it.
Additionally, brands are now changing how they market gut health products, encouraging proactive not reactive gut health care.
“It’s moving away from the common areas that we would have associated with gut health in food and drink, which is functional and clinical management,” says Mintel’s Miller. “And moving into the everyday gut health support, so for conditions like functional bloating and irritable bowel syndrome.”
However, there is still work to be done in properly communicating the benefits of good gut health to consumers.
“Consumers just aren’t there yet with a lot of functional food and beverages,” says Lisa Macfarlane, CEO & co-founder of gut health brand, The Gut Stuff. “As brands we have a responsibility to educate consumers, first and foremost, before we try 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. “Making sure that we’re translating all of this amazing science to consumers who don’t have the science background or education to understand the technical stuff is a challenge.”
Glossary of gut health terms
What is the gut microbiome?
Each of us has trillions of microbes or bacteria living in our gut. These are collectively referred to as the gut microbiome. The two most common species of helpful bacteria found in our gut microbiome are Lactobacillus and Bifidobacteria. Maintaining a healthy balance between the helpful (good) bacteria and the unhelpful (bad) bacteria is fundamental in supporting a healthy digestive system, with the gut now understood to be central to health, containing more than 70% of our immune system.
The gut microbiome has been linked not just to gut health, but with the health of the entire body. The gut-brain axis or the communication between the gut and the brain is one fundamental function currently being researched by scientists and also gaining widespread recognition amongst consumers. The gut-skin axis and the gut-liver axis are two other connections which are beginning to be studied and understood. Furthermore, gut health has also been linked to the prevention of colorectal cancer and other chronic diseases.
What are prebiotics in food?
Prebiotics in food are compounds which support the beneficial microorganisms or good bacteria in the gut (gastrointestinal tract).
Dietary prebiotics are typically non-digestible fibre compounds that pass undigested through the upper part of the gastrointestinal tract, supporting the growth of the ‘good’ bacteria in the colon. Prebiotics were first identified and named by academic researcher Marcel Roberfroid in 1995. Prebiotics can be found in a multitude of foods, including almonds, bananas, wholegrain wheat, corn, rye and barley, and flaxseeds
What are probiotics in food?
Probiotics in foods are live microorganisms often described as helpful or ‘good’ bacteria because they help keep your gut healthy. Probiotics are available in foods such as live yogurt.
The first probiotic, Lactobacillus bulgaricus, was discovered by Bulgarian physician and microbiologist Stamen Grigorov in 1905.
What are postbiotics?
Postbiotics, also known as metabiotics, biogenics, or metabolites, are a waste product, produced 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, known as host defence peptides, as they help to slow down the growth of harmful bacteria.