The Importance of Digestive Health Products in Today’s Marketplace

by Joy Choquette | April 1, 2022

How this popular sector continues to grow despite pandemic woes.

Spring is synonymous with fresh starts–think spring cleaning one’s house, office or car. It’s a great time to shed the old and embrace the new. And perhaps there’s no better time to do a little interior spring cleaning than in April. The digestive system performs its own “spring cleaning,” though it does it consistently throughout the year if all runs as it should. Still, a deeper look at digestive health, the important role it plays in the body and how a healthy digestive system might best be supported is warranted.

The Importance of Good Digestive Health

According to the National Diabetes and Digestive and Kidney Diseases (NDDKD), the digestive system plays this key role in the body: it breaks down the nutrients in what a person eats and drinks to supply the body with what it needs to stay healthy and work properly.

Proteins break down into amino acids while carbohydrates become simple sugars and fats transform into fatty acids and glycerol. Each of these nutrients then goes on to be used for energy, growth and cell repair within the body. There is growing research that the link between digestive health and immune health is much stronger than considered in the past. Researchers at John Hopkins University are studying this link and learning why and how the gut changes in relationship to diseases and the body’s immune system.

So, is the digestive health market being affected positively or negatively by the ongoing global pandemic? And how can busy retailers best market digestive health products in a way that sparks shoppers’ interest?

Digestive Health Products: A Growing Market?

According to a report by Fortune Business Insights, the digestive health market is experiencing significant and steady growth. And that increase in attention is only expected to rise. Globally, the digestive health market is expected to increase to $71.95 billion (U.S.) by the year 2027.

“Digestive supplements are currently in high demand among consumers with no signs of slowing,” said Wakunaga of America Sales Director, Jay Levy. The company, located in Mission Viejo, CA, produces Kyo-Dophilus, in addition to other popular products. “According to data from Mordor Intelligence, the U.S. digestive supplements market was valued at $2,971.87 million (U.S.) in 2020 and is projected to grow at a compound annual growth rate (CAGR) of 6.96 percent during the forecast period (2021-2026),” said Levy. “This growth is primarily driven by expanding consumer interest in preventive health care.”

With an increase in awareness of gut health growing—including more information about gluten intolerance, celiac disease, irritable bowel disease (IBD), and irritable bowel syndrome (IBS)—than ever before, more individuals are becoming interested in the relationship between their digestion and overall health.

Clearly, manufacturers of digestive health products and the retailers who bring these items to the customers seeking them have reason to be optimistic. Increased information regarding the gut-brain connection, the importance of overall gut health, and the role digestive health plays on the body are all contributors to individuals seeking natural health products. These sometimes, but not always, stem from a digestive problem. Many people are interested in the role good digestion plays on the immune system, as well.

What’s New in Digestive Health?

Interest in digestive health is growing rapidly because more and more individuals are recognizing the important role that the digestive system plays in the body. While some individuals choose to follow a special diet such as a low FODMAP or gluten free, others do not need to. Note: Extreme dietary changes should always be done under a medical provider’s supervision. Many individuals simply want to work on improving their digestive health without taking a lot of extra time to cook special foods or eliminate ingredients that they love.

Thankfully, there are many products that may promote digestive health currently on the market. One of these is the 2021 NEXTY Award-winning product, Gut-Lung Therapy by For the Biome. Paul Schulick, founder and formulator at the company which is based in Brattleboro, VT, stated that what he’s most excited about in the area of digestive health products aren’t new things at all, but ancient ones. He noted that our ancestors often prepared herbs and mushrooms in an infusion. This isn’t a culinary tea though, but a much more mindful dose of naturally occurring compounds to significantly aid the body.

“For our infusion products, along with providing clinical proof, For The Biome has calculated precise dosing, screened and validated the herbs, and even tested steeping time, so all customers need to do is add some hot water, and they can enjoy a potent, therapeutic infusion with the easy convenience of tea making,” said Schulick. Additionally, he’s interested in the ancient art of fermentation. “Even after 40 years of working with microbes, I am amazed at the remarkable power that fermentation can have to liberate certain nutrients and phytoactive in whole foods and increase their brilliance and bioavailability,” Schulick said.

“For example, in Gut-Lung Therapy, we deliver a clinically proven probiotic strain paired with a fermented, phytoactive-rich, whole-food media. The fermentate essentially acts as a delivery method for powerful postbiotics and paraprobiotics that can have a wonderfully positive impact on the gut microbiome, the lungs, the brain and the entire body.” Additionally, the fermented prebiotic encourages a supportive environment for the live probiotic, along with optimizing the health and diversity of the gut microbiome, Schulick said.

Dr. Matt Martunrano, of Vibrant Health in Shelton, CT, stated that there are a few innovative elements he’s excited about in the area of digestive health products. “Stick packs for dry ingredients continue to gain popularity over capsule formats as they offer greater portability and convenience of use,” he noted. “ For products containing both powder and liquid components, micro shot formats that keep the two components separate until use open up possibilities for products that are not feasible when premixed at the factory.”

#Trends in Delivery Methods & More in Digestive Health Products

Brian Craig, CEO of Essential Formulas Incorporated, in Farmers Branch, TX, stated that he’s seen a marked interest in certain sub-sections of the digestive health marketplace. “There has definitely been an increasing interest in products that are completely vegetarian or vegan,” noted Craig. “Simultaneously, though, there has been an increasing interest in simpler ingredient lists with a return to more whole-food based supplements; less processed forms.”

Marturano stated that “According to New Nutrition Business, diversification of product lines will be one of the significant trends to look out for in 2022. This trend certainly sounds like a natural consequence of the market state,” he said.

And though not an ingredient or product, researchers and gastroenterologists are also studying the benefits of more traditional methods of treating anxiety and depression, such as cognitive behavior therapy and antidepressants. These types of treatments often result in a calmer gut, no surprise since there is a strong connection between the digestive system and brain. An article in Harvard Health Publishing, “The Gut-Brain Connection”, stated, “A troubled intestine can send signals to the brain, just as a troubled brain can send signals to the gut. Therefore, a person’s stomach or intestinal distress can be the cause or the product of anxiety, stress, or depression. That’s because the brain and the gastrointestinal (GI) system are intimately connected.”

Technical Advisor at ADM Protexin, in Doral, FL, Andrea Burton, noted that she’s seeing several trends when it comes to digestive health products. Different methods of delivery for these products is one that stands out to her. Plant-based probiotic drinks are one of these. An increase in R&D initiatives by major companies and an overall awareness of how gut health works by consumers are two others. “The gut-brain axis, and in particular how the balance of bacteria in the gut may affect brain health and mood, is an exciting and rapidly evolving area of research,” she noted.

Burton pointed out that these trends are growing because the interest in digestive health products is also growing. An increased prevalence of digestive orders, a larger geriatric population, and the increased knowledge surrounding gut health are just a few reasons why, she stated. “A global study published in 2021 found that more than 40 percent of people worldwide have functional gastrointestinal disorders which affect their quality of life,” said Burton. “Despite the high prevalence of digestive disorders, many people are dissatisfied with current treatments and their potential side-effects,” Burton explained. “In addition, the wealth of health-related information now available on the internet has led to consumers being increasingly well-informed when it comes to the options available to support their health. As a result, many are turning to complementary therapies and supplements for relief.”

What Manufacturers Look for in Developing Digestive Health Products

When it comes to manufacturing digestive health products, the variables are as diverse as the companies themselves. Craig reported that because Essential Formulas Incorporated is known for products based on supporting a healthy microbiome, they have that as an initial criterion. “We are also concerned about scientific support for any of the ingredients and for the final product as well,” he noted. “Due to our more in-depth review and vetting process, we do not tend to rely on the continual launch of new products,” Craig explained, “but rather continue to build the support for our current products.”

Burton noted that safety is a top priority at ADM Protexin. “When we develop new products, we prioritize [the] safety of the final product by undertaking rigorous testing of all ingredients and by ensuring adherence to regulatory requirements that often differ around the world.” Likewise, she noted, “We consider how and when customers would like to take the probiotic, so we put a lot of thought into the delivery mechanism without compromising the efficacy of the probiotics.”

For Schulick, asking the question, “What does humanity need most at this time?” is where the manufacturing process truly begins. “When we identify a true need and develop a product to serve that need, our foremost goal is to ensure our product works and will have a profound impact on the lives of others,” Schulick said. For the Biome does that, he explained, by starting with scientifically proven and traditionally revered ingredients from the world’s most potent sources. The next step is optimizing the potency of the ingredients—through fermentation or infusions for example—and then scientifically validating their formulas to ensure that results are delivered.

“Most recently, we saw an urgent need for a formula that would nourish the connection between the gut microbiome and lung microbiome,” Schulick said. “Our response was to develop Gut-Lung Therapy, which, as far as we know, is the first product on the market that is designed to support the gut-lung axis. Our team is gratified that Gut-Lung Therapy was recognized with a NEXTY Award as the best new microbiome product of 2021.”

At Wakunaga of America, Levy noted several key things that the company looks for in its manufacturing practices. “Efficacy and viability are the primary concerns. The strains we use in our Kyo-Dophilus line of probiotics have been clinically studied for targeted efficacy,” Levy said. In real life, however, he noted that probiotics must be viable when they reach the intestinal tract, a challenge when considering the acidic environment of the stomach. “Unfortunately, many probiotic products do not meet this requirement—which means they are useless in repopulating beneficial bacteria,” Levy stated.

Wakunaga ensures that its probiotic product contains the proper blend of probiotic strains for its intended use and that its potency is the same at the end of its shelf life as what was used in clinical studies. “In addition to packaging our Kyo-Dophilus products in dark brown glass bottles, Wakunaga uses only heat-stable, stomach acid resistant, human strains of beneficial bacteria to ensure their viability in the small intestine and colon,” explained Levy.

How Can Retailers Better Sell Digestive Health Products?

Retailers are perhaps busier now than ever before. Marketing Manager, Ramona Billingslea, at Betsy’s Health Foods located in Spring, TX, stated that the store’s digestive health product sales have remained fairly consistent during the pandemic. “We have noticed an uptick in customers asking for help with regularity issues and gas relief.”

She said that the store continues to see three key products tie for popularity where digestive health is concerned: aloe vera, activated charcoal and digestive enzymes. These last take a bit more “teaching on the floor,” stated Billingslea, to match shoppers with just the right product. “Our manufacturers do a great job at providing educational materials and answering any product questions we have.” Similarly, she noted, “Our staff works hard to learn about our products so they can answer consumer product questions.”

What specific tips and ideas do experts have when it comes to successfully promoting digestive health products? Burton offered these suggestions: that retailers look for clinical trials and studies that prove the efficacy of their products, the traceability of the product’s ingredients, and that probiotics are still viable at the stated colony-forming unit (CFU) levels at the time of manufacturing. “Don’t be afraid to contact probiotic manufacturers to request evidence to show their products have the ability to survive stomach acid,” Burton said.

“With the health and wellness industry booming and so many products on the market, choosing digestive health products can often be confusing. No one wants to waste their money, or worse still, end up jeopardizing their health,” she noted. “That’s why, when retailers advise their customers, they need to be clued up on how to identify good quality products. Probiotics are well known for their benefits to digestive, immune and other aspects of health. However, not all probiotics are created equal.”

Schulick shared these six tips for retailers who are working on increasing sales of digestive health products and educating their customers.

1. Don’t be afraid to ask people about their digestive health. “As Hippocrates said, all disease begins in the gut, which also means, all health begins in the gut. If you really want to help customers, and if the customer is okay with it, ask them how their digestion is doing!”

2. Embrace diversity. “The gut microbiome is a complex, interconnected entity whose health is dependent on its diversity, much like a rainforest or ocean. The more diverse the microbiome is, the healthier the gut is—which ultimately means a healthier brain, lungs, skin and a healthier you.”

3. Look at the whole picture. “Our bodies and our microbes thrive on whole herbs and foods like amla, aloe, moringa and sprouted flaxseed, which richly nourish and support the gut microbiome with their phytoactive.”

4. More is not necessarily better. Schulick explained that high CFU probiotics aren’t a marker of efficacy and some studies even show that this overstimulates the immune system in some people. “Instead, I would consider highlighting formulas that offer unique strains that are clinically supported—and that the dose is clinically supported.”

5. Be wary of labels. Unfortunately, the natural products industry for all its great contributions Schulick noted, has its share of adulterated and contaminated products. He encouraged retailers to be sure the products they offer are validated.

6. Continue to study and learn and be open to new information. “Read the newest science and research on the gut and how our bodies are miraculous communities of human, bacteria, viral and fungal cells.” Schulick also recommends asking questions and for retailers to be proactive in their own wellness. VR