In recent years, increasing consumer interest in the area of digestive health has led to fiber and probiotics becoming a hot topic in the beverage industry.

Experts said, "digestive health is coming to the fore as modern consumers increasingly look for ways to actively support their short - and long-term overall health. 76% of global consumers recognize the link between digestive health and overall health. 68% of global consumers said they were interested in products that address digestive health issues. At the same time, consumers recognize the importance of gut bacteria and how it can help achieve physical and mental health goals, especially as consumers focus more on balanced health."

Improved digestion is one of the most important health benefits that consumers seek when they spend.

Microbiome and gut health become a focus

While the link between fiber and digestive health has been interest of people for a long time, experts note that at present, consumers are increasingly interested not only in the link between fiber and digestive health, but also in probiotics and their role in promoting gut health.

In the past, people have focused on single components that contribute to gut health -- like fibers that help maintain intestinal regularity -- but now, as more researches are done on the microbiome, people are beginning to understand it, experts said. Experts also point to growing consumer awareness and interest in post-biological agents.

There is also a growing interest among younger consumers in digestive health. "There are tons of research papers showing that fiber promotes gut health and microbiome. The microbiome is responsible for much of our immune system, and it also plays a role in controlling inflammation. As a result, consumers are attracted to the products that are beneficial to gut health and rich in fiber."

Increasing demand

Nowadays, as fiber and biological solutions contribute not only to digestive health, but also to overall health, consumer demand for these ingredients is on the rise.

These ingredients have clear potential for continued growth, with recent market research forecasting a compound annual growth rate of 8.6% in the global business-to-business microbiome sector, including prebiotic and probiotic ingredients used in food, beverages and dietary supplements, from 2022 to 2027. Beverage brands that seize this opportunity and develop new functional products with biological solutions are set to succeed among an expanding group of health-conscious consumers.

Future development trend

While inflation continues to weigh on the beverage market, when it comes to functional beverages, experts note that demand for such claimed digestive benefits remains strong. With the pace and number of clinical studies and consumer awareness increasing, experts predict that products will become more personalized and optimized to suit individual needs at different life stages.

Source: Beverage Industry Network

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