Digestive Health Supplements Market

Global Market Study on Digestive Health Supplements: Growing Trend of Health-consciousness Boding Well for Market Expansion

About the Report

Globally, sedentary lifestyle and physical inactivity have resulted in an exponential growth in digestive issues. One of the major health concerns linked with a sedentary lifestyle is weight gain. According to WHO, sedentary lifestyle is a major underlying cause of death, disease, and disability. Every year, approximately 2 million deaths are attributable to physical inactivity.

It is unknown to many that sedentary lifestyle could be the reason behind the digestive issues too, as sitting for too long leads to health issues including digestive ailments, constipation, and bloating. Many more unique growth factors have been analyzed in detail, while a comprehensive assessment of some of the key challenges for digestive health supplements have also been discussed in the report by Persistence Market Research.

Nowadays, people are centering themselves around healthier lifestyles. Apps that track nutrition and electronic wearables that record physical activity are helping individuals meet their fitness goals. The plethora of information available on the Internet also arms consumers with knowledge that they can use to make healthy choices. As a result of these factors, the market for dietary supplements is experiencing tremendous gains. Individuals seek ways to combat obesity and the ill-effects of being overweight, and, as a result, they are steadily looking for solutions to improve their digestive health, priming this related-sector for growth.

The report also has a detailed regional analysis, which points toward North America holding a lion’s share in this moderately competitive digestive health supplements market space. A detailed COVID-19 impact has also been included in the report, so as to aid readers in taking well-informed business decisions for the present and future.

Find Out More about the Report Coverage


  • Nestec SA
  • Nutrica NV
  • Alimentary Health Limited
  •  Lonza Group Ltd
  • Amway
  • Bayer
  • Herbalife
  • NOW Foods
  • Nature’s Bounty
  • Garden of Life
  • Zenwise
  • HealthForce`
  • Olly
  • Others (On Request)

Historical & Future Projections

Between 2015 and 2019, demand for digestive health supplements recorded a 7% rise. Changing eating habits and increased consumption of high-sodium foods are likely to contribute to high prevalence of gastrointestinal disorders in developed as well as emerging economies. Increased awareness about the effectiveness of prebiotics and probiotics on digestive health, coupled with increasing consumer disposable income is expected to propel market growth.

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How will Unhealthy Snacking Surge Demand?

Unhealthy snacking, consumption of junk food, and irregular eating times all trigger slow and improper digestion of food. Be it midnight snacking or high-oil food consumption, there has been an increase in the frequency of both, coupled with lack of physical activity, results in digestion problems, leading to rising demand for digestive health supplements. In line with the development of such conditions among the masses, digestive health supplements are growing in popularity. Sales are running high and brands are putting forward innovative packaging and flavor-implementation to gain public attention.

Based on these aforementioned developments, consumption of digestive health supplements is expected to burgeon over the 2020-2030 forecast period, as consumers seek quick and effective solutions for their digestive problems.

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Why is Rising Popularity of Weight Management Programs Good for This Space?

Weight management is a great deal nowadays. The lifestyle today has resulted in weight gain and unhealthy BMI, making it imperative for consumers to follow weight management regimes and take supplements to lose weight. Prebiotics have come as a savior for such individuals, as they promote weight management.

Probiotics are foods that fight to enhance the colonies of good bacteria in the gut, while prebiotics provide the ideal environment so that existent bacteria is able to derive nourishment to survive. Evidence indicates that, Lactobacillus gasseri may help people with obesity lose weight and belly fat. Additionally, a few probiotic supplement blends assist in reducing weight among those on a high-calorie diet.

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What is the Potential of Product Innovation in Developing New Products?

With technological advancements picking pace, manufacturers are incorporating state-of-the-art production approaches to enhance workflow and increase output, also inculcating good manufacturing practices along with product innovation. Product positioning and tailored customer-specific category specification had been a concern from the manufacturer’s perspective. However, now the mere inclusion of functional ingredients within the product is increasing its demand from the consumers’ end.

Supplement product quality and claim credibility is of importance too, and manufacturers of end products must pay heed to selecting only high quality, safe, and well proven active ingredients for their formulations. Also, they need to ensure that their suppliers can substantiate the efficacy by placebo-controlled clinical studies.

As a matter of fact, there is an unparalleled demand for specific ingredients, preferably of natural origin, responding to consumer needs. Functional ingredients play a pivotal role in the supplements and nutraceuticals industry, and define the level of benefits the product levies to consumers by large. Such developments are expected to aggrandize expansion prospects of the digestive health supplements market size over the coming years.

What are the Key Challenges for Manufacturers?

The term nutraceutical has always been controversial, but the blurring boundaries between the worlds of nutrition supplements and food are highlighting divisions that neither industry can afford to ignore. Additionally, the definition varies across boundaries; Europe has stringent regulations on health claims, while the U.S., on the other hand, has a comparatively relaxed legislation. It stands unclear whether the European Commisson’s health claims regulation will align with regulations signed off by the U.S. FDA. This market confusion and complexity poses a challenge to the nutricosmetics industry.

However, increasing popularity and demand for nutricosmetics has resulted in the FDA acting toward defining the boundaries of nutraceuticals, supplements, and food. Also, it is imperative to have a clear definition of the category across the globe.

digestive health supplements market

Country-wise Analysis

Why are U.S. Digestive Health Supplements Sales Increasing?

The U.S. FDA states that dietary supplements are products taken orally containing a "dietary ingredient." These dietary ingredients can be vitamins, minerals, amino acids, and herbs or botanicals, as well as other substances that can be used to supplement a diet. Probiotics are also available as dietary supplements (in capsules, powders, liquids, and other forms), containing a wide variety of strains and doses, assisting in marinating healthy gut.

For individuals with compromised immune function or other serious underlying diseases, the World Gastroenterology Organisation (WGO) advises restricting probiotic use to the strains and indications that have proven efficacy. The International Scientific Association for Probiotics and Prebiotics advises manufacturers to list the total number of CFUs—ideally for each strain—on the “expiration” or “use by” date on the product label. With a rising health-conscious population, sales of digestive health supplements across the U.S. are rising.

How is the U.K. Market Proliferating?

Gut health and overall health and well-being hold a direct connection, and this fact has been recently widely recognised, as a result of which, opportunities for innovation and new product development within the digestive health market are exemplary. Already, in the UK, annual spending on gut health products is considerably high, and while this provides an opportunity for manufacturers in the digestive health supplements market, formulating innovative solutions stands complicated, since probiotics are highly sensitive, and efficacy, stability, and survivability must be proven.

USN, OptiBiotix, Valentis, Nutrition Works, Symprove, Vitabiotics, Albeena, Soylent, Natures Aid, One Gum, Hope in Health, CBD FX, Prime Fifty Ltd, Mizkan, Bimuno, Bulk Powders are some proactive firms within the gut health industry in the region.

How is India Faring?

Consumer interest in digestive health is still going strong, especially in light of the need for weight management, improved gut health, lack of physical activity, and sedentary lifestyle. As a matter of fact, digestive health still holds the fort within the Indian probiotic industry. Since, the Indian probiotics market is still largely focused on digestive and immune health, there is large room to drive sales through consumer awareness and education regarding their multiple benefits.

The competitive landscape holds a half-and-half dominance by domestic and imported probiotic international brands. In a bid to drive local innovation, start-ups are being supported. In hindsight, leading brands are consolidating their position by foraying into market expansion and product innovation. For instance, in 2018, Yakult Danone held excessive research to cater to market expansion in Northern India.

Category-wise Insights

Are Prebiotic Supplements the New Normal?

By product type, the digestive health supplements market includes probiotics, prebiotics, and digestive enzymes. Prebiotics help modulate microbiota and enhance mineral absorption, while digestive enzymes break down macronutrients into smaller components to facilitate efficient absorption, thereby gaining traction on a global scale. Research has determined that the best of the prebiotic supplements include two types of fiber derived from the chicory root - inulin and oligofructose (not a sugar), a subset of inulin. Prebiotin™ Prebiotic Fiber includes oligofructose-enriched inulin (OEI), which is naturally derived from the chicory root, and is a full-spectrum prebiotic fiber that nourishes bacteria on both sides of the colon, inhibiting the growth of undesirable microbiota.

Probiotics have been the star ingredients in the digestive health category for more than a decade, and the market continues to grow.

How is Sales Channel Vital in Driving Demand?

Efficient distribution channel and marketing strategies hold the capability of catalyzing the fortunes of any product segment or even market. It is thus crucial that digestive health supplements are positioned within the appropriate distribution channel. While some companies have benefitted from partnering with companies where targeted distribution already exists, it is imperative to take into consideration the sophistication of the product and club it accordingly with a supportive market.

For instance, if ingredients are highly technical and price points are premium, then targeting a niche channel (such as health professionals) may be more appropriate than a mass retail chain of distribution. In fact, before launching the product, partnership within that particular sales channel or even professional consultation might be profitable. Specific products might not be a mutual fit or may require additional development, marketing, or promotional investment to stimulate brand loyalty.

Effective marketing would lead to increased consumer awareness and strategic distribution channelizing would give consumers a higher reach and much-needed convenience, resulting in an explosive rise in the demand for digestive health supplements.

Competition Landscape

Persistence Market Research has profiled the following prominent manufacturers in its report:

  • Nestec S.A.
  • Nutrica NV
  • Alimentary Health Limited
  • Lonza Group Ltd
  • Amway
  • Bayer
  • Herbalife
  • NOW Foods
  • Nature’s Bounty
  • Garden of Life
  • Zenwise
  • HealthForce
  • Olly

These aforementioned players rely on multiple expansion strategies to deepen penetration across lucrative markets. These strategies include product launches, collaboration with key players, partnerships, acquisitions, and strengthening of regional and global distribution networks.

Yakult is notably the most active company in the probiotics industry, and is expanding its presence over the globe, so as to cater to a larger audience. Increasing the capability of manufacturing facilities is the primary activity being undertaken by Yakult Honsha Co. Ltd. As part of its business model, Yakult has its focus over expanding its facilities in the Middle East.

Flavored probiotic yogurt is gaining immense popularity in the U.S. market. Also, probiotic juices are being preferred by people who are allergic to milk and milk products. For example, Ganeden offers probiotic juices for target populations, including kids, athletes, and the elderly.

Probiotic claims have seen a rise in the infant nutrition sector. Lifeway Foods recently launched ProBugs, a brand associated with frozen kefir and supplements for kids.

 Digestive Health Supplements Market: Report Scope



Forecast Period


Historical Data Available for


Market Analysis

US$ Mn for Value & Mn Tons for Volume

Key Regions Covered

North America, Europe, Middle East & Africa, and Rest of the World

Key Countries Covered

U.S., Canada, Germany, Italy, France, U.K., Spain, Russia, India, Indonesia, Malaysia, China, Japan, South Korea, GCC, and South Africa

Key Segments Covered

Product Type, Form, Sales Channel

Key Companies Profiled

  • Nestec S.A.
  • Nutrica NV
  • Alimentary Health Limited
  • Lonza Group Ltd
  • Amway
  • Bayer
  • Herbalife
  • NOW Foods
  • Nature’s Bounty
  • Garden of Life
  • Zenwise
  • HealthForce
  • Olly

Customization & Pricing

Available upon Request

Key Questions Answered in Report

  • How will the digestive health supplements market expand until 2030?

Persistence Market Research projects the global digestive health supplements market to register a CAGR of over 7% across the 2020-2030 assessment period. Sedentary lifestyle and resulting prevalence of bloating and other gastric issues are anticipated to drive market growth in a positive direction.

  • Which is the largest market for digestive health supplements?

As per Persistence Market Research’s projections, the United States is expected to pivot expansion, attributed to surging cases of gastric ailments and other underlying chronic conditions because of work-life imbalance.


  • What is the impact of product labeling on digestive health supplement sales?

In recent years, product labeling and FDA clearance have gained the attention of consumers. Consumers are now aware of the regulations and certification necessary for supplement consumption, and consequently, manufacturers have improved labeling procedures, thereby widening growth prospects.

  • Who are the leading players in the digestive health supplements market?

Prominent players operating in the global digestive health supplements landscape include Nestec S.A., Nutrica NV, Alimentary Health Limited, Lonza Group Ltd, Amway, Bayer, Herbalife, NOW Foods, Nature’s Bounty, Garden of Life, Zenwise, HealthForce, and Olly, among others.

Enquiry before Buying

  • Is the digestive health supplements market research conducted by Persistence Market Research?

Yes, the digestive health supplements report has been compiled by expert analysts of Persistence Market Research, through a combination of primary and secondary research. To know more about how the research was conducted, you can speak to the research analyst

  • What research methodology is followed by Persistence Market Research?

Persistence Market Research follows a methodology that encompasses the demand-side assessment of the market, and triangulates the same through a supply-side analysis. This methodology is based on the use of standard market structure, methods, and definitions.

  • Who are the respondents for primary research?

Persistence Market Research speaks to stakeholders across the spectrum, including C-level executives, distributors, product manufacturers, and industry experts. For a full list of primary respondents, please reach out to us.

  • What are the sources of secondary research?

Persistence Market Research conducts extensive secondary research through proprietary databases, paid databases, and information available in the public domain. We refer to industry associations, company press releases, annual reports, investor presentations, and research papers. More information about desk research is available upon request. 

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Key Segments Covered

Product Type

  • Probiotics
  • Prebiotics
  • Enzymes
  • Others


  • Capsules
  • Tablets
  • Powder
  • Others

Distribution Channel

  • Modern Trade
  • Convenience Stores
  • Specialty Stores
  • Multi-brand Stores
  • Online Retailing
  • Others


  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • Middle East & Africa (MEA)

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