Nutrition has become as much about trendiness as it is about actual health, and today’s nutritionistas gobble up pseudo-science and healthcare trends as readily as they do the next low-fat, gluten free, detoxifying, ‘feel better than ever’ diet.
While pundits argue about whether our obsession with ‘health’ is actually helping or hurting, one thing most agree on is that awareness of internal wellbeing has certainly increased.
For a long time digestive health was a hush-hush topic (because no one really wants to talk about poop). Thanks to some illuminating information regarding digestion, more and more people are paying attention to their intestines and opting for products that make the whole process a little smoother.
And the increased emphasis on digestive health shows— the Global Digestive Health Food and Drinks Market is expected to grow at a CAGR of 8.04 percent from 2014-2018. But is all this hoopla just another food fad, or is there some method to the madness?
Good Health from the Inside Out
As it turns out, the increase in attention on digestive health isn’t just the product of Dr. Oz-induced hysteria. The past few years have witnessed a drastic rise in the occurrence of diabetes, digestive disorders, allergies, and obesity in the global population. In reaction to these very real issues, people have become more health-conscious and are adopting preventative lifestyle changes, including amending diets to prevent or reduce the occurrence of digestive disorders.
The popularity of digestive health food and drink products has risen to meet this need, as they are known to help prevent gastrointestinal illnesses such as irritable bowel syndrome, inflammatory bowel disease, and diarrhea. They can also aid digestion, reduce cholesterol levels, enhance brain function, and even increase immunity, which has been a significant factor in their uptake among consumers.
Rising Popularity of Probiotics
Enter probiotics, one of the main ingredients in digestive health food products and drinks. They’ve seen a massive jump in popularity and currently account for more than 70 percent of the digestive health food market.
We typically see these active bacterial cultures popping up in yogurt brands like Activia, Yakult, and Chobani. However, probiotics are spreading into other product categories, and brands such as Proviva and Good Belly from Sweden and the US, respectively, incorporate probiotics into their juices to promote better digestive health.
Unfortunately for anyone who started gobbling Activia as soon as it hit the shelves, there are a few unpleasant side effects associated with probiotics and other digestive health foods. According to TechNavio analysts, “it has been noted that the frequent intake of probiotic-rich digestive health food products and drinks can itself lead to mild digestive problems such as diarrhea, flatulence, bloating, and abdominal pain.”
Probiotic products can also exacerbate health issues in people with a weak immune system, and need to be taken in the right amounts in order to avoid side effects. However, no one seems to be overly aware of what exactly these amounts might be.
But lack of info on correct dosage doesn’t seem to be slowing the market, and consumers will keep purchasing these products, especially as new products with even more exciting health claims emerge. This will ultimately continue driving growth in the market for the projected period.
For more insights, view our Global Digestive Health Food and Drinks Market 2014-2018 report.
