Is the Gut Microbiome more than just a Trend?

Gut health is one of today’s key trends in the field of functional foods. This is driven by a growing awareness among consumers of the importance of the gut microbiome, which not only improves digestion but also helps boost the immune system, regulate mood, and support cognitive well-being. This means that companies in the food sector that focus on healthy eating now face a strategic opportunity: to develop and promote functional food products that meet these new needs through the use of ingredients such as probiotics, prebiotics, and dietary fibres.

According to market projections, the functional foods segment for gut health is poised for significant growth. The global value of this market is expected to reach some 71.95 billion US dollars by 2027, reaching as much as 270 billion US dollars by 2034. These figures are proof not only of the growing interest among consumers, but also the earning potential of companies that invest in innovation and research in this field.

A survey conducted by Innova Market Insights has shown that of those asked, around 70% of consumers believe that improving gut health has positive effects on their energy level, on mood regulation, and on their overall well-being. This figure is particularly important because it shows how gut health is perceived as being of prime importance for their overall well-being, not only that of the digestion system.

Functional Foods for Gut Health: Trend or Reality?

The definition of “functional food” still causes much debate, but generally refers to those foods that offer health benefits in addition to basic nutrition. These foods can be subdivided into three main categories: 1) conventional foods, such as legumes, vegetables, and wholegrain cereals, that offer inherent benefits, 2) fortified foods enriched with fibres, vitamins, or minerals, and 3) functional ingredients, such as probiotics and prebiotics, which are integrated into food products to promote gut health. More specifically, prebiotics are non-digestible substrates that selectively nourish microorganisms that are beneficial for the gut, while probiotics are living microorganisms that help maintain the balance of the intestinal flora, if taken in sufficient quantities.

The Claim of “Probiotics” and “Prebiotics” in New Product Launches

According to the data of Mintel GNPD, the sectors that record the largest number of new product launches claiming to contain “Probiotics” within the last three years are:

Dairy (54.1%)
Nutritional beverages (19.1%)
Baby Food (11.3%)

The main sectors claiming to contain “Prebiotics”, are:

Baby Food (25.6%)
Nutritional beverages (12.0%)
Breakfast cereals (10.3%)

The most common examples include yoghurt with probiotics, beverages based on pineapple, ginger, or kombucha, powdered baby milk, and granola or breakfast porridge. These products respond to the growing demand for foods that not only offer nutrition, but actively help to maintain a healthy gut.

The regulatory framework in Japan offers an interesting perspective regarding health claims for prebiotics and probiotics, as it requires that such claims be supported by scientific evidence. These are, respectively, the FOSHU – Foods for Specified Health Use (1991), which have to be authorised by the Japanese Ministry of Health, Occupation, and Welfare for declarations on specific health effects of food and/or ingredients, and the FFC – Foods with Function Claims (2015), which allows private food producers to declare functional effects, provided they are backed by scientific evidence filed with the Consumer Affairs Agency (CAA). Both procedures require rigorous scientific data, but while FOSHU requires official permits, FFC is based on documented self-declarations.

The Gut Microbiome: Amid Interest and Misinformation

Despite growing interest, only a limited number of consumers know anything about the gut microbiome. A survey conducted by Danone North America revealed that despite the apparent interest of many US consumers in food products that promote a healthy gut, 41% are not effectively aware of how the microbiome works, and 50% do not know how it impacts their health.

The survey also revealed widespread confusion between those asked on the distinction between prebiotics and probiotics, foods that actually contain probiotics, and the difference between consuming probiotics through dietary supplements rather than food.

This situation offers companies and industry professionals an important opportunity to invest in educating and informing consumers, to enable them to better understand the role of the gut microbiome and the most effective eating habits to keep it properly balanced. This is the only way to ensure that gut health evolves from being a simple trend to a culture of well-being in its own right.