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A Detailed Analysis of the Gut Health Supplement Market Based on Increasing Consumer Awareness About Maintaining Gut Health and Wellbeing, Coupled with the Growing Boom Around Probiotics and Prebiotics
The global gut health supplement market is forecast to expand at a CAGR of 8.9% and thereby increase from a value of US$12.4 Bn in 2023, to US$22.6 Bn by the end of 2030.
Gut Health Supplement Market Size (2023E)
Projected Market Value (2030F)
Global Market Growth Rate (CAGR 2023 to 2030)
Historical Market Growth Rate (CAGR 2018 to 2022)
The digestive health supplement market comprises the sector committed to manufacturing and disseminating products that are intended to promote and enhance gastrointestinal health. Typically, these dietary supplements comprise probiotics, prebiotics, and additional bioactive compounds to foster a harmonious and flourishing intestinal microbiome. The concept comprises an extensive variety of commodities, spanning from conventional probiotic capsules to novel formulations such as fermented foods and interventions tailored to the microbiome on an individual level. In light of the critical role the gut plays in overall health and immunity, the demand for gut health supplements has increased in tandem with consumers' expanding health consciousness.
Numerous significant variables contribute to the substantial expansion of the worldwide gut health supplement market. Primarily, the increasing incidence of digestive disorders and gastrointestinal problems on a global scale has stimulated the need for preventive healthcare solutions, thereby driving the market's progress. Furthermore, an increased emphasis among consumers on wellness and preventive self-care has resulted in a notable upswing in the utilization of dietary supplements, including those that specifically target gastrointestinal health.
The persistent investigation by the scientific community into the complex correlation between gastrointestinal health and diverse facets of wellness has significantly influenced consumer perspectives and inclinations. In addition, advancements in product formulations, exemplified by the creation of specialized and targeted probiotic strains, facilitate the growth of the market by providing customized remedies to tackle particular health issues.
Escalating Incidence of Digestive Disorders, and Gastrointestinal Complications
The considerable impetus propelling the expansion of the worldwide gut health supplement industry is the escalating incidence of digestive disorders and gastrointestinal complications. There has been a notable increase in the prevalence of digestive disorders, including inflammatory bowel disease (IBD), irritable bowel syndrome (IBS), and others, in recent years. This has led to a greater need for efficacious preventive and therapeutic interventions. The increase in activity can be ascribed to a multitude of factors, encompassing dietary modifications, sedentary ways of life, and environmental impacts. Consequently, there is a growing trend among individuals to utilize digestive health supplements as a preventative strategy to mitigate these concerns and promote a robust gastrointestinal system.
An increase in digestive disorders is intricately associated with modern lifestyles that are marked by inadequate dietary selections, elevated levels of tension, and restricted levels of physical activity. Inadequate fiber and a propensity for modern diets to be high in processed foods disrupt the gut microbiota, an essential component for digestive health maintenance. The combination of this change in diet and the widespread occurrence of stressful habits hurts the diversity and functionality of gut microbiota.
An increasing proportion of people are encountering discomfort, irregular bowel movements, and additional symptoms that are suggestive of compromised digestive health. The increasing prevalence of this phenomenon has generated a significant market potential for gut health supplements, given that individuals are in search of convenient and efficient methods to reinstate and sustain a balanced gut microbiome.
Regulatory Environment that Governs the Distribution and Marketing of Dietary Supplements
The regulatory environment that governs the distribution and marketing of dietary supplements is a substantial headwind for the global digestive health supplement market. The inconsistent regulatory landscape in different regions poses difficulties for manufacturers and impedes the smooth growth of the market for these products. Regulatory entities enforce rigorous criteria regarding the labeling, safety, and health assertions linked to digestive health supplements.
These entities expect exhaustive scientific documentation to support the claimed advantages. This typically results in increased compliance expenses, protracted approval processes, and a sluggish time-to-market for new products. In addition, manufacturers seeking to establish a worldwide presence are confronted with a significant obstacle in the variation and dynamic nature of regulations in various nations.
A significant obstacle that the global digestive health supplement market must contend with is the considerable doubt and uncertainty that surrounds the effectiveness of these products. Notwithstanding the upsurge in consumer attention and scientific investigations substantiating the criticality of digestive health, a considerable segment of the market encounters consumer scepticism regarding the practicality and efficacy of these supplements. A combination of factors, including the absence of standardized regulations, inconsistent product quality, and a perceived lack of industry transparency, contribute to this scepticism.
Growing Recognition Among Consumers of the Correlation Between Digestive Health and General Wellness
An important opportunistic factor driving the global gut health supplement market is the growing recognition among consumers of the correlation between digestive health and general wellness. The increased consciousness surrounding this matter is due to the expanding corpus of scientific literature that demonstrates the critical significance of the gut microbiome in not only promoting digestive health but also exerting an impact on immune function, mental health, and numerous systemic processes.
With the increasing awareness of health among consumers, there is a growing trend towards proactive measures to improve overall health. In this pursuit, digestive health supplements are becoming increasingly popular as a convenient and easily accessible option to accomplish this objective. The increasing prevalence of wellness-oriented lifestyles and the transition toward preventive healthcare are major factors propelling the burgeoning demand for digestive health supplements.
A greater number of consumers are now cognizant of the significance of preserving a diverse and well-balanced gastrointestinal microbiota for optimal health. The proliferation of information via diverse platforms—including social media, health and wellness influencers, and traditional media—contributes to this heightened consciousness. There is a growing awareness among individuals of the complex interplay between gastrointestinal health and various health conditions, including mental health, skin health, and immune system function. As a result, supplement usage has become an increasingly prevalent preventive measure to enhance overall well-being.
The worldwide market for digestive health supplements is undergoing substantial expansion, propelled by a convergence of elements that collectively mold a dynamic and ever-changing environment. The market is experiencing significant growth due to several key factors: an increasing recognition of the complex relationship between gastrointestinal health and overall well-being, a worldwide surge in digestive disorders, and a growing inclination towards preventive healthcare. An increasing number of consumers are adopting preventative measures to improve their overall health. This transition is critical in stimulating the market for gut health supplements, as individuals become aware of the vital significance of the gut microbiome in promoting immune health, mental wellness, and systemic processes, in addition to digestive health.
An expanding health-conscious populace actively seeks accessible and convenient solutions to promote and maintain a healthy gut, which drives market growth. Manufacturers exert significant influence throughout the market by prioritizing product innovation and catering to consumer preferences. The dynamic between manufacturers and consumers is marked by a growing preoccupation with quality and transparency. There is an increasing trend among consumers to closely examine product labels, demand transparent disclosure of supplement composition, and exhibit a predilection for products that support their claims with scientific evidence.
In response, manufacturers are allocating resources towards research and development endeavors to develop formulations that fulfill these demands, encompassing customized and focused remedies. In summary, the worldwide market for digestive health supplements is anticipated to continue growing, propelled by increased consumer consciousness, inventive product advancements, and a proactive stance toward comprehensive wellness. The dynamic interaction between producers and consumers, marked by an emphasis on openness and high standards of excellence, establishes the foundation for a market that persistently caters to the varied requirements of an internationally health-aware populace.
Principal competitors of the digestive health supplement industry include Nestlé S.A., Danone S.A., Yakult Honsha Co., Ltd., and Procter & Gamble Co. These market leaders sustain their dominance through the utilization of their extensive research capabilities, global reach, and diversified product portfolios. The US, and Canada especially distinguish North America as the leading region in the adoption of digestive health supplements. The combination of a robust healthcare infrastructure and a heightened awareness of health among consumers is a factor in the market's dominance in this region.
Europe is currently experiencing notable levels of adoption in nations such as Germany, and the UK due to their proactive stance towards preventive healthcare. The US, renowned for its strong emphasis on health and wellness, experiences extensive implementation of probiotics and prebiotics. The increasing prevalence of probiotic beverages produced by Yakult in Japan demonstrates the worldwide application of gut health supplements.
Prominent entities are influencing the market environment using cutting-edge product innovation and strategic alliances. Nestlé, and Danone have expanded their product lines and entered new markets through the partnerships they have formed with the China National Center for Food Safety Risk Assessment and Nestlé, respectively, and Atrium Innovations. In addition, these companies are making substantial investments in research and development to introduce innovative formulations.
The adoption of personalized microbiome-targeted interventions and precision nutrition by Procter & Gamble represents a transition toward individualized solutions. The adoption of personalized recommendations through digital platforms and partnerships with healthcare professionals is altering consumers' perspectives on gastrointestinal health, thereby intensifying the competitive dynamics of the market.
What is the Spearheading Product Type Category?
Probiotics Continue to Account for the Lion’s Share
Given the present market conditions, probiotics are positioned to hold the most significant market share among the major market segments. The dominance of the probiotics segment can be attributed to the growing awareness of the vital importance of beneficial bacteria in maintaining gut health and the pervasive accessibility of probiotic-rich foods and supplements. Probiotics, which include a diverse range of strains and formulations, have emerged as a fundamental component of digestive health strategies adopted by consumers worldwide.
Although probiotics currently hold the largest market share, prebiotics are anticipated to experience the most rapid growth. The increased recognition of the interdependent connection between prebiotics and probiotics, as well as the criticality of cultivating a nourishing milieu for advantageous intestinal microbiota, are catalysts for the expedited expansion of prebiotic merchandise.
Which is the Leading Form-wise Segment of the Market?
Capsules to be the Most Sought-after Form
It is anticipated that capsules will hold the largest market share among the aforementioned segments in the digestive health supplement market. Capsules present a practical and recognizable format for consumers, enabling them to incorporate digestive health supplements into their daily routines in a portable and effortless manner. The appeal of capsules stems from their stability, compatibility with a diverse array of supplement ingredients, and user-friendliness.
When considering the fastest-growing market segment, it is anticipated that gummies and chewable supplements will undergo substantial growth. This phenomenon is propelled by a change in consumer inclinations towards supplement formulations that are pleasurable and palatable. Gummies possess a wider appeal, catering to individuals who might otherwise be turned off by conventional capsules or tablets. This includes infants and those who experience challenges with swallowing pills.
Which is the Largest Sales Channel?
OTC Sales Continue to Contribute the Largest Revenue Share
It is anticipated that the over-the-counter (OTC) segment will hold the largest market share and exert the most control over the digestive health supplement market. Over-the-counter (OTC) supplements provide consumers with the ability to educate themselves and make autonomous decisions regarding their digestive health, all while avoiding the requirement for a prescription. The rising prevalence of this segment can be attributed to the growing interest in self-care and the need for easily accessible solutions that promote digestive health.
It is expected that the online sector will concurrently witness the most rapid expansion in the digestive health supplement industry. The convergence of the convenience offered by online platforms and the increasing preference for e-commerce channels in the health and wellness product sector are factors that contribute to the exponential growth of online sales. The ease with which consumers can conduct research and acquire digestive health supplements via the Internet is highly esteemed. This trend promotes the digitalization of the market and drives the accelerated growth of the online segment in the coming years.
North America Retains Leadership on the Back of the Firmly Established Health and Wellness Ethos
The region of North America is positioned to hold the largest market share in the worldwide digestive health supplement industry. Multiple factors contribute to this region's dominance. To begin with, North America boasts a firmly established health and wellness ethos, wherein consumers possess a considerable degree of consciousness concerning the criticality of gastrointestinal health. There has been a notable increase in the incidence of digestive disorders in the region, which has consequently heightened the need for preventive healthcare measures such as gut health supplements.
In addition, the market in North America is propelled by the presence of a resilient healthcare infrastructure, state-of-the-art research facilities, and a proactive stance towards preventive medicine. High discretionary income and a propensity to engage in health and wellness among the populace are factors that contribute to the extensive use of gut health supplements. Furthermore, the presence of a robust retail industry and e-commerce platforms facilitates easy accessibility to an extensive assortment of digestive health products, thereby accommodating the varied inclinations of consumers.
South Asia, and Pacific Thrives on the Escalating Consciousness Regarding Health and Wellness
The region of South Asia, and Pacific is anticipated to witness the most rapid expansion of the worldwide digestive health supplement industry. A multitude of factors contribute to this exponential growth. The region is witnessing an escalating consciousness regarding health and wellness, which can be attributed to the expansion of the middle class and their augmented disposable incomes. With the escalation of stress levels, dietary fluctuations, and sedentary lifestyles, there is an increased emphasis on preventive healthcare measures, such as the utilization of digestive health supplements.
Moreover, the region's heterogeneous populace, which includes individuals with distinct cultural inclinations and dietary practices, generates a market for an extensive array of digestive health products. The increasing prevalence of Western dietary patterns in certain urban regions additionally amplifies the need for digestive health supplements.
Prominent contenders in the digestive health supplement industry, such as Procter & Gamble Co., Nestlé S.A., Danone S.A., and Yakult Honsha Co., Ltd., utilize diverse and complex approaches to maintain and increase their market dominance. An essential approach entails the construction of comprehensive and varied assortments of products. A variety of digestive health supplements, including probiotics, prebiotics, and other bioactive compounds, are provided by these businesses.
By accommodating diverse consumer preferences and health requirements, they effectively target distinct segments of the progressively health-aware consumer demographic, thereby securing a wide-ranging market appeal. Global expansion is the strategy of dominant actors to access diverse markets. As an example, Nestlé's extensive international presence in numerous regions enables the company to capitalize on the rising global demand for digestive health supplements. By customizing products to align with regional preferences and establishing partnerships with regional distributors, this approach guarantees successful entry into the market.
Prominent entities place a high emphasis on research and development to maintain a leading position in the realm of scientific progress concerning gastrointestinal health. This entails the ongoing pursuit of novel probiotic strains, the integration of innovative product formulations, and the investigation of personalized nutrition strategies. The emphasis that Procter & Gamble places on precision nutrition demonstrates the company's dedication to innovative research to cater to the specific requirements of each consumer.
These companies invest in consumer education and transparency to establish and preserve consumer confidence. This entails the provision of unambiguous information on product labels, the utilization of scientific evidence to support health claims, and active participation in initiatives that raise awareness about gastrointestinal health. The aforementioned focus on transparency serves to augment the perceived worth of their products, thereby fostering brand allegiance and supremacy in the market. The key competitors in the gut health supplement market achieve and maintain maximum market share in a rapidly evolving and competitive industry through a strategic combination of a wide-ranging product portfolio, a global presence, strategic alliances, continuous research, and a dedication to consumer confidence.
Megalabs USA, a subsidiary of Megalabs Inc. that produces, distributes, and markets nutritional supplements and probiotic glutamine supplements throughout the Americas, introduced Glutapak R, a probiotic glutamine supplement intended to promote intestinal health and healing, in August 2022.
Market Impact: The August 2022 launch of Glutapak R by Megalabs USA is anticipated to generate considerable interest and consequences within the worldwide gastrointestinal health supplement industry. This innovation satisfies the growing need for scientifically supported and targeted solutions by providing a specialized probiotic glutamine supplement that aids in digestion and promotes health. The introduction of these products facilitates the development of the market by catering to particular consumer demands and encouraging additional variety within the wider domain of digestive health supplements.
(Source: PR Newswire)
2023 to 2030
Historical Data Available for
2018 to 2022
US$ Million for Value
Key Regions Covered
Key Countries Covered
Key Market Segments Covered
Key Companies Profiled
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The market is anticipated to grow at a CAGR of 8.9% during the projected period.
The global gut health supplement market size was valued at US$12.4 billion in 2023.
The US held the largest market share in 2023.
Some of the prominent players in the market are Alltech, International Flavors & Fragrances (IFF), Anovite, Nestle Health Science, and Pfizer Inc.
The online segment is expected to grow at the fastest CAGR during the forecast period.