Gut Health: A Global Desk Research Review - Report now available on My Bord Bia

Written by John Tobin, Bord Bia Data and Intelligence Specialist 

This insightful article provides a short synopsis of findings from a recent Bord Bia repot on "Gut Health: A Global Desk Research Review", which provides an in-depth analysis of the gut health market, detailing its scope, consumer demographics, and future opportunities. It is based on an extensive review of literature sourced from the Bord Bia library. This report is part of Bord Bia's Hot Topic series and is designed to assist Bord Bia clients in developing their understanding on this growing sector. This content was generated with a Bord Bia approved AI tool (Microsoft co-pilot) on the 16th of September 2024.  

Market Size and Growth 

The global probiotic market is currently valued at $9 billion and is projected to reach $12 billion by 2028 (IPA Europe, 2024). Digestive wellness is a key driver, with the market for related products estimated at €10.4 billion in 2023 and growing annually by 13% (Euromonitor, 2024). However, growth rates are expected to vary, with some regions like the UK and Western Europe seeing a slowdown, while Asia Pacific and the Middle East and Africa continue to expand rapidly. 

Consumer Demographics 

Consumers of gut health products are highly diverse, reflecting a "Fragmentation Mega Trend." Key consumer groups include women addressing bloating, over-40s focusing on digestive wellness, and seniors (New Nutrition Business, 2023 is it just 3 key groups?). The rise of personalised nutrition and social media's influence, especially from credible influencers, play significant roles in consumer behaviour (New Nutrition Business, 2023) and (Mintel, 2020). 

Strategies and Innovation 

Dairy, beverages, and supplements present the most growth potential. There's a trend towards products offering multiple benefits, such as taste, convenience, health, and sustainability. Products that can help consumers to see or feel the benefit of consumption are likely to have an improved chance of success (New Nutrition Business, 2023).  

Future Trends 

Patent activity in the gut health sector has more than doubled over the last decade, focusing on new ingredients and benefits beyond digestive wellness, including immunity and mental health. The Asia-Pacific region leads in patent filings. With research in the gut health space ongoing as further gut axes are explored such as the gut skin axis etc (Mintel, 2023). 

Opportunities 

The gut-brain connection is seen as a significant opportunity, along with products that taste good, offer convenience, and are responsibly made. The market will likely continue to be fragmented. While mass market success is not impossible in this space/category, it will require brands to think about how they can offer real differentiation, disruption of the marketplace and will likely take time and effort to achieve such an outcome (New Nutrition Business, 2023). Brands must understand their target consumers deeply and innovate accordingly to succeed. 

In conclusion, the gut health market is dynamic, with substantial opportunities for growth and innovation.  Brands that can offer differentiated, multi-benefit products and keep pace with consumer trends and scientific advancements will be well-positioned for success. To access the full report please click here.

Bord Bia is exploring this topic further in its upcoming Gut Growth Pathways study which will be disseminated later this year.  

References:  

Euromonitor (2024). Passport - Market sizes Historical/Forecast for Digestive Health. 

IPA Europe (2024). Exploring Biotic Trends, Advancements and Hurdles. IPA Europe. 

Mintel (2020). GUT HEALTH IN SPORTS NUTRITION. Mintel. 

Mintel (2023a). PATENT INSIGHTS: GUT HEALTH FOR HOLISTIC WELLBEING. Mintel. 

New Nutrition Business (2023). 10 Key Trends in Food, Nutrition & Health. New Nutrition Business.