Focus on gut health growing in the marketplace

KANSAS CITY — Advancements in science support what Hippocrates said more than 2,000 years ago, which is that “all disease begins in the gut.” Scientists today know keeping the gastrointestinal system balanced and healthy is essential for overall well-being and vitality. In response, the consumer packaged goods industry is formulating products that enhance gut health.

The gut health market, which includes foods, beverages and supplements, was estimated to be $55.1 billion in 2025 by Market Research Future, New York. The research firm predicts it will reach $115.2 billion by 2035, exhibiting a compound annual growth rate of 7.65% during the forecast period.

To maintain some sense of the market, the International Scientific Association for Probiotics and Prebiotics (ISAPP) recently published the first international consensus statement defining gut health as “a state of normal gastrointestinal function without active gastrointestinal disease or gut-related symptoms that affect quality of life.”

The ISAPP consensus statement identified six domains that encompass gut health: the gut microbiome, gut barrier, gastrointestinal physiology, the gut-brain axis, immune function and metabolism. The domains provide researchers, formulators and healthcare professionals with a common framework to address gut health.

The consensus statement may be too scientific for most consumers. To better understand what consumers think, the International Food Information Council (IFIC), Washington, conducted an online spotlight survey — Americans’ Perceptions of Gut Health — from May 20-25, 2026. More than 1,000 adults shared their opinions, including factors and behaviors they believe have the greatest impact.

“Consumers are clearly telling us that gut health matters to them,” said Wendy Reinhardt Kapsak, president and chief executive officer at IFIC. “It has become a high priority in how people think about their overall wellness. For many people, however, gut health is more of a feeling and less a defined concept.”

Proper digestion and absorption of nutrients was the most commonly selected definition, according to the IFIC survey. When asked what gut health affects most, Americans identified day-to-day digestive outcomes: digestive comfort, regular bowel movements and nutrient absorption. Far fewer connected it to outcomes linked to the gut, such as immune function, mental or emotional health, brain function or skin health. The breakdown likely will change as the science evolves and consumer education improves.

Already nearly two-thirds describe gut health as a high or extremely high priority, according to the IFIC survey. Another 27% of Americans consider it a moderate priority, leaving fewer than 1 in 10 who report that gut health is of low or no priority.

Adding and eliminating

The high level of reported importance of managing gut health is fueling food and beverage formulators to add ingredients associated with improved gut health. Others are reducing or eliminating inherent compounds in certain foods to make them more tolerable to those with sensitivities.

“When seeking to support their gut health, Americans most often report making lifestyle changes rather than relying on specific products or medical interventions,” Reinhardt Kapsak said. “About 3 in 10 say they improved their overall diet, increased fiber intake through foods or became more physically active during the past year.”

Nineteen percent said they are increasing consumption of probiotic foods, such as yogurt and kefir. The benefits of probiotics, coupled with Americans’ increasing appetite for protein, has fueled the growth of cultured dairy foods. Many formulators are layering in other gut-friendly ingredients.

Alec’s Ice Cream makes a gut-friendly dessert called Culture Cup. The single-serve products feature probiotics plus prebiotics.

| Photo: Alec’s Ice Cream

Fiber is the No. 1 ingredient that consumers believe improves digestion/gut health, according to research from HealthFocus International, Des Plaines, Ill. Next is probiotics, followed by whole grains, ginger, prebiotics, turmeric, collagen, postbiotics and beta glucan from oat or barley fiber.

Prebiotics are indigestible by human enzymes. They are typically fibers that function as food for the beneficial colonizing probiotics in the gut. The fueled microbiota grow and assist with digestion, producing substrates that positively impact health, often by boosting immunity and warding off disease.

Postbiotics are a new category of functional ingredients. They do away with the need to add probiotics by acting as the healthy metabolites that the microbiome produce, the compounds that possess the actual gut health benefit, including an array of enzymes, peptides, organic acids, fatty acids and more.

Gut health also may be influenced by what is absent in foods. For example, eliminating lactose — milk’s inherent sugar — from the diet should improve gut health in those that lack the enzyme lactase required to digest lactose. Some people find that eliminating fermentable short-chain carbohydrates, such as those found in cruciferous vegetables and legumes, as well as lactose, may reduce bloating and irritable bowel syndrome.

Sugar reduction also may support gut health indirectly, said Thom King, chief innovations officer, Icon Foods, Portland, Ore.

“That’s because high added sugars can negatively impact microbiome diversity,” King said. “Pairing clean label sugar reduction systems with fibers not only reduces glycemic impact but creates room for messaging like ‘low sugar + prebiotic fiber = better-for-you indulgence.’”

The presence of certain proteins matters, too. Some people have digestion sensitivities to certain proteins. For example, some who thought they were lactose intolerant now know that it’s a sensitivity to the A1 beta-casein protein, which is found along with A2 beta-casein in cows’ milk.

In these consumers, the digestion of A1 betacasein produces a peptide linked to digestive discomfort. The discomfort is not an issue when digesting A2 betacasein protein, which is why farmers now genetically test cows and segregate those that only carry the A2 betacasein gene. The milk, and products made from A2 milk, command a premium price.

Alec’s Ice Cream, Petaluma, Calif., makes a gut-friendly ice cream called Culture Cup. The single-serve containers have probiotics plus prebiotics. The ice cream is made with A2 dairy, which is known to be easier on digestion and richer in nutrients like omega-3s and conjugated linoleic acids.

Dutch Farms, Chicago, promotes on product cartons that its lactose-free milk is “real milk without the discomfort.” Seattle-based Darigold offers Nutrition+ Whole Milk, which is milk enhanced with prebiotic fiber to support digestive health. And Danone Canada has Activia Expert. One serving probiotics, plus prebiotics and 6 grams of protein.

It’s not just dairy

All types of companies are starting to compete in the gut health space. The WK Kellogg Co, Battle Creek, Mich., now offers Kashi Gut Health Granola, which is made with whole grain oats, prebiotic chicory root fiber, gut-activated cultures and a blend of nuts, seeds and fruit. The probiotic culture — Bacillus subtilis DE111 — is intended to remain stable until it reaches the gut.

NextFoods, Boulder, Colo., is expanding its GoodBelly brand with Protein + Probiotics Smoothies, a dairy-free alternative to traditional kefir. Early in 2027, the company will roll out GoodBelly for a Clear Mind, a beverage formulated to support mental clarity through the gut-brain connection. It includes postbiotics, L-theanine, green tea extract and fruit polyphenols.

Even children’s snacks are becoming more gut friendly. PIM Brands Inc., Park Ridge, NJ, now offers Welch’s Probiotic Yogofruits. Each serving combines a fruit center as the main ingredient, and a yogurt coating that delivers probiotic cultures and 3 grams of fiber.

“With consumer demand for gut-friendly foods surging, probiotics and fiber have become breakout priorities in the snacking aisle, reflecting a broader shift toward snacks that support digestive wellness,” said Lisa Eustic, senior vice president of marketing, snacks, at PIM Brands.