Gut Health

Repositioning fiber as an aspirational ingredient

Consumers are actively trying to include more fiber in their diets

Globally, consumers are aware of dietary fiber. FMCG Gurus consumer insights reveal that 92% of people worldwide recognize the ingredient. This suggests fiber is widely seen as a fundamental part of a healthy diet. While many consumers may not know the exact amount of fiber they should consume daily, or how much they currently get, fiber remains a nutrient people actively try to include in their meals. Most prefer to obtain it through food and drink rather than supplements. However, one key barrier to greater fiber consumption is its image. Despite fiber being recognized for its benefits, it is often viewed as bland and unexciting. This perception can reduce consumer motivation to seek out high-fiber options. It's a challenge the industry must address.

Fiber is primarily linked to digestive health and weight control

According to FMCG Gurus, 54% of consumers who are familiar with fiber associate it with benefits for digestive health. This association is rooted in long-standing beliefs about fiber's role in promoting regular bowel movements and relieving symptoms like constipation. However, these perceptions stem from a time when digestive health was rarely discussed openly. In addition, such symptoms have carried social stigma rather than being viewed as indicators of overall wellness.

Today, understanding of the gut microbiome and its connection to general health continues to deepen. As this happens, it's important to shift the conversation around fiber. The traditional image of fiber as a “functional necessity” must evolve. Additionally, fiber is linked to weight management due to its ability to promote feelings of fullness. This benefit should be emphasized, especially as many consumers are increasingly concerned about weight gain.

Despite these benefits, most consumers aren’t increasing their fiber intake

Although consumers acknowledge that poor diet and lifestyle habits negatively impact digestive health, and recognize fiber’s role in improving it, only 20% have actively tried to eat more fiber-rich foods in the past year. This is significantly lower than the number who report gut health concerns or symptoms.

There’s also a clear age-related trend: Baby Boomers are the most likely to have increased their fiber intake, likely due to long-standing beliefs about its importance for regularity. In contrast, Gen Z consumers are the least likely to do so, suggesting younger generations are less motivated to prioritize fiber. This points to a broader need to reposition fiber in a way that makes it feel modern, exciting, and desirable, similar to how protein has been successfully rebranded in the sports nutrition market, where many people seek to consume more even when their current intake is sufficient.

Rebranding fiber: From boring to aspirational

Some current marketing approaches may be reinforcing outdated views of fiber. While these campaigns often align with brand heritage, they can also be seen as reinforcing the idea that fiber is functional but dull, potentially missing the opportunity to present fiber in a more appealing and vibrant light.

Conversely, almonds, a naturally fiber-rich food, have faced similar challenges in perception. However, the Almond Board of California has sought to change this through campaigns styled after sports nutrition marketing. These efforts link almonds and fiber to energy, fitness, and active lifestyles, an approach that resonates well in an era where consumers are increasingly evaluating health based on how energized and physically capable they feel, both mentally and physically.

Discover more with FMCG Gurus’ Trend report: Opportunities in dietary fiber – 2025. For more details, contact us at info@fmcggurus.com.

5 Things You Need to Know About Nutritional Supplements

#1 Consumers seek more than just diet and lifestyle for better health

In today’s fast-paced world, many consumers struggle to get the vital nutrients they need. While convenience is key, it often comes at the cost of nutrition. As a result, feelings of fatigue, stress, and poor well-being are common. To address these issues, many consumers turn to nutritional supplements. In 2024, 36% of global consumers reported taking supplements to enhance their health. These supplements support various functions such as digestion, circulation, and immunity, ultimately improving overall health. The primary reason consumers seek nutritional supplements is to boost their immunity.

#2 Consumers use supplements to address their mental and emotional health

Consumers are increasingly prioritizing their mental health. A significant 93% of people consider emotional well-being as essential as physical health. In response to growing concerns about mental well-being, many individuals are focusing on mental health support. Busy lifestyles often lead to stress and exhaustion, making supplements a quick and easy solution. In 2024, energy levels and sleep quality ranked high on consumers' priority lists. Many are specifically looking for supplements that promote energy. Additionally, there is a demand for products that enhance mental clarity, focus, and stress management.

#3 Sports nutrition supplements are a fast-growing segment

Sports nutrition remains one of the fastest-growing segments in the supplement market. Research from FMCG Gurus shows that over 1 in 5 consumers use nutritional supplements to support their exercise routines, and this trend is increasing. Consumers primarily seek these supplements for energy boosts or to enhance protein intake, which benefits athletic performance. These products help improve strength, endurance, and energy before workouts while also aiding recovery and muscle repair afterward.

#4 Supplements can provide a holistic approach to beauty

More consumers are turning to nutritional supplements to meet their beauty goals. This "beauty from within" trend emphasizes using health and wellness to enhance outward appearance. By using these supplements, individuals aim to improve the health of their skin, hair, and nails. Notably, 29% of consumers who take nutritional supplements do so for skin health. With an increasing focus on "clean beauty" and sustainability, many consumers prefer natural and eco-friendly options rather than solely relying on traditional cosmetics.

#5 Emerging formats of nutritional supplements appeal to consumers

Historically, nutritional supplements have been available primarily in tablets or capsules. However, alternative formats are gaining popularity. Chewable supplements are increasingly appealing, especially for those who struggle with swallowing, such as young children. They also provide a sensory experience that tablets lack. Additionally, "unnoticeable" supplements are on the rise, fitting seamlessly into everyday routines. These include powders that can dissolve in beverages like coffee, allowing consumers to incorporate them without adding complicated steps. For instance, 30% of consumers who take supplements opt for the powder format to improve their health.

This article is based on FMCG Gurus: Powering Wellness: The Global Rise of Supplements in Everyday Health – Trend Report 2024. For more information, please click here.

Unlocking New Insights from the Gut Microbiome

In November 2024, FMCG Gurus got together with NutriLeads to explore consumer attitudes and behaviors towards the gut and the prebiotics market.

We heard that the prebiotics market is continually growing as consumers are gaining an increasing understanding of the relationship between the microbiome and overall wellness. To develop a deeper understanding, we discussed what prebiotics are, consumer understanding and usage of prebiotics, and what opportunities exist within the market.

Consumer attitudes and behaviors towards the gut and prebiotics

Over the last decade, awareness of digestive health has been growing. However, FMCG Gurus’  research revealed that only 49% of consumers are satisfied with their digestive health. Consumers feel that barriers to leading a healthy life are on the rise. This is due to poor diets and busy lives, which is driving the demand for convenient and effective products.

We also explored how the prebiotic market is evolving. For instance, consumers are gaining an increasing awareness of the gut microbiome and the link between the gut and holistic wellness. There is recognition that symptoms of bad digestive health can have a direct impact on general wellness and vulnerability to illness. This recognition has been brought about by a focus on day-to-day health. However, there is a lack of education among consumers about the specific role of prebiotics. This emphasizes the opportunity within the industry to educate consumers.

“Consumers want reassurance that products are effective, essential, and good value for money. Multiple health benefits are something that appeal to consumers, because of the association with maximum efficacy, convenience, and value. This is particularly true at a time when consumers recognize the link between the digestive system and both day-to-day and long-term health.”

Mike Hughes, Head of Research and Insight at FMCG Gurus

Enabling better health via the gut microbiome

NutriLeads went into more detail about the relationship between better health and the gut microbiome. They did so by taking a look into the science behind their prebiotic Benicaros®, and how it appeals to consumers. 

Sue McKay P.h.D., Nutrition & Health Manager at NutriLeads, explained the complexity of the gut-immune system and how fibers play an important role in ‘training’ the immune system to respond to challenges quickly and effectively. Benicaros®, a “precision prebiotic”, provides a triple benefit within the gut, immune system, and general wellbeing. Along with these health benefits, Benicaros® has little impact on taste, color and odor. As a result, it can be used broadly within a consumer's existing routine. 

We were also introduced to some of the potential future benefits of prebiotics. Scientists suggest that fiber could help to manage allergy symptoms, skin health, metabolic health, and improve mood.

The gut as a “second brain”

We were introduced to Amare Global, who have used Benicaros® as an ingredient in their weightloss product GBX Burn. This highlighted how companies can make the most of prebiotics to enhance user experience.

Shawn Talbott P.h.D., CSO at Amare Global, provided further detail about how the microbiome and immune system are in constant communication. As a result, the wellness of the gut has a direct impact on the wellness of the body. He described the immune system as the “7th sense”, having an effect on both physical and mental health. Amare have used Benicaros® within GBX Burn to support gut health and improve signaling along the immune system axis to enhance wellbeing. This then improves the experience for the consumer while on a weight loss regiment.

Questions and Answers

The audience took the opportunity to ask our experts questions. These questions connect consumer attitudes and behavior with industry-leading research and product development.  

Find out the latest consumer insights and opportunities for your industry. To sign up to FMCG Gurus’ future webinars, please click here.

Probiotics in Mental Health: What does the future hold?

Exploring the interconnection of emotional wellness and probiotics

In October 2024 FMCG Gurus and Lallemand got together to talk about consumer attitudes towards emotional wellness and the market opportunities of probiotics in mental health. 

We heard that consumers are prioritizing emotional wellness and taking steps to alleviate stress, anxiety, low mood and fatigue. At the same time, consumers are recognizing the link between digestive health and emotional wellbeing. The focus on improving both physical and emotional wellbeing is driving demand for functional foods, dietary supplements and specialty ingredients. 

Consumer attitudes and behaviors toward mental wellbeing and probiotics

Looking more closely at specialty ingredients, FMCG Gurus’ research revealed that eight in ten of global consumers say they have heard of probiotics. However, only 20% of those consumers are aware that probiotics aid mental wellbeing. In fact, consumers were much more likely to associate the benefits of probiotics with digestive health and immune health. 

At a time when spending on health and wellness products is becoming more considered, raising awareness between probiotics, digestive health and mental wellbeing could present an opportunity for food, beverage and supplement markets. Seven in ten consumers surveyed said that multiple health benefits are important when buying probiotics and over a third said science based claims are important. 

“Over the last couple of years consumers have fundamentally changed their attitudes towards their digestive health. They recognise that it has a direct impact on their overall wellness both physically and mentally and this trend will continue. Consumers recognise this as a holistic issue. Extending claims on probiotics to focus on emotional wellness as well as digestive and immunity won’t be seen as too much of a radical change for consumers. Instead, this can be something that improves their overall health and wellbeing, which will improve the value perceptions of these products.” 

Mike Hughes, Head of Research and Insight at FMCG Gurus

Examining the gut-brain axis

Lallemand shared their perspective as a global leader in the field of probiotics by taking a deeper dive into the mechanism of the gut-brain axis and looking at what the future holds for probiotics in mental health.

Karine Lasfargue, Product Manager at Lallemand Health Solution explained that communication between the gut and the brain is bi-directional. This means that just as digestive health affects emotional health, how we feel can also affect our digestive system. 

We were introduced to the term “psychobiotics”, describing live microorganisms that may benefit mental health by influencing gut-brain communication, and Lallemand showcased their pioneering research into psychobiotics and how probiotics work with the digestive system. Ola Kassem, Clinical Research Specialist at Lallemand Health Solutions, talked more closely about the company’s psychobiotic product Cerebiome. 

Questions and Answers

The audience took the opportunity to ask our experts questions, connecting consumer attitudes and behavior with industry-leading research and product development.  

Find out the latest consumer insights and opportunities for your industry. To sign up to FMCG Gurus' future webinars, please click here.

Digestive Health, Emotional Wellness, and a Drop in Demand

Introduction

Consumers understand that poor digestive health not only brings about discomfort and affects their quality of life but also heightens the risk of disease and illness. This could pose a threat to their long-term well-being. The food, beverage, and supplement industries have played a role in encouraging consumers to reassess their perceptions of gut health. From a holistic wellness standpoint, this is a concept that has resonated with consumers in the past decade. However, the decrease in the number of individuals making these connections compared to 2022 can be attributed to a shift in consumer focus away from health as the fear of illness diminishes post-pandemic.

Despite this awareness, consumers remain dissatisfied with their digestive health. They may feel that this dissatisfaction is a result of their own actions. This leads to the persistence of common symptoms that can have immediate and long-term impacts on wellness.

Digestive health and emotional wellness are interconnected

In the coming years, emotional wellness will be deemed equally important as physical well-being from a health standpoint. This is due to widespread stress and anxiety, which can affect relaxation, sleep quality, and energy levels. Additionally, consumers understand that poor emotional wellness doesn't just impact mood. Instead, it can also increase susceptibility to disease and illness, stemming from feelings of fatigue and depletion.

While consumers acknowledge that some sources of stress and anxiety are beyond their control, such as escalating prices and the looming threat of global conflicts, they also recognize that certain aspects of poor emotional wellness can be self-inflicted. For instance, 64% of consumers acknowledge the connection between their digestive health and emotional well-being. This shows they understand that symptoms like bloating and gas can influence mood. Moreover, habits such as irregular meal times, overeating, and late-night eating not only cause these symptoms but also directly impact the ability to relax and achieve satisfactory sleep levels.

Interestingly, there has been a drop in the appeal of digestive health products

The diminishing concern about illness is directly impacting food and beverage choices. Consumers still hold positive views of products designed to support gut health, but, there has been a noticeable decline in the proportion of individuals expressing favorability towards these products compared to two years ago. This trend highlights the diminishing priority given to health and wellness. This leads consumers to be less inclined to actively seek out health-related claims when purchasing everyday groceries. Moreover, there has also been a decrease in the proportion of individuals willing to pay a premium for products positioned around gut health over the past two years.

In addition to the reduced fear of illness, there is an increased level of price sensitivity. This is as consumers strive to balance and manage rising costs in various aspects of their daily lives. As a result, consumers are still in pursuit of wellness products and remain willing to pay a premium. But they are now placing greater emphasis on evaluating the efficacy, necessity, and value for money of the products they purchase.

This article is based on FMCG Gurus: Digestive Health in Focus - Claims & Purchasing Habits - Global Report 2024. For more information, please click here.