Once a quiet player in the nutrition world, prebiotics are now sparking major interest across the wellness landscape.
On TikTok alone, content related to prebiotics earns an average of 9.3 million views per week, signaling an explosion of interest in how these gut-friendly fibers can support wellness.¹ Meanwhile, search behavior reflects the same momentum: the term “prebiotic” sees over 226,000 monthly Google searches in the U.S.²
This growing curiosity isn’t just digital. More consumers are actively looking for ways to support their microbiome, drawn in by the promise of better digestion, immunity, and overall well-being. Prebiotics are quickly becoming a must-know term, and a must-have claim, for functional food and beverage products.
The Prebiotic Claim Is Showing Up on Shelves
Prebiotics are driving real product innovation. According to Mintel GNPD, digestive health and prebiotic-related claims are appearing on more packaging as brands respond to rising consumer demand.
Here’s how quickly that momentum is building:
Over the last year, the number of products featuring a digestive or prebiotic claim has steadily increased.
From 2023 to 2024, there was a 10% increase in product launches with a digestive or prebiotic claim, highlighting that brands are increasingly leveraging these attributes to meet consumer demand.
The growth has accelerated even more in the first quarter of 2025. Compared to Q1 2024, there’s been a 58% increase in products calling out digestive or prebiotic benefits.
While digestive health remains the more commonly used claim, prebiotic-specific claims are growing at more than double the rate. From 2024 to 2025, digestive health claims rose by 45%, but prebiotic claims surged by an impressive 113%.
The Growing Reach of Prebiotic Claims Across Categories
According to Mintel GNPD, prebiotic claims are showing up most often in supplements, where they’ve helped build consumer trust and familiarity around gut health. However, other categories are catching up. Carbonated soft drinks are emerging as a popular space for prebiotic innovation, while nutritional drinks use prebiotics to support digestion and complement ingredients like protein, especially for GLP-1 users. Snacks and baked goods are also starting to include prebiotics, offering familiar formats with added benefits. Though supplements lead today, the biggest growth opportunity lies in expanding prebiotic claims across the wider CPG market.
What This Means for Brands
Prebiotic claims are no longer optional—they’re a strategic necessity in wellness-driven product innovation. Today’s consumers are actively seeking specific ingredients with proven benefits. By prominently featuring “prebiotic fiber” on-pack, brands can cut through the noise, capturing attention on crowded shelves and in digital spaces. Embracing these claims not only signals alignment with consumer priorities but also positions brands as leaders in the rapidly growing market for gut-friendly solutions.
Why Brands Choose Arrabina®
Arrabina is the ultimate choice for delivering powerful prebiotic benefits. Clinically validated to support gut health at a low dose of just 3.6 grams³, it meets consumer demand for functional ingredients with proven results. Its high solubility and neutral taste ensure seamless formulation, making it easy to integrate into a wide range of applications without compromising flavor or texture. With Arrabina, brands can confidently highlight prebiotic claims that resonate with today’s wellness-focused consumers.
Explore how Arrabina’s proven prebiotic benefits can set your products apart here.
References:
- TikTok US – From May 2024 to May 2025
- US Search – From April 2024 to April 2025
- Damen, et.al., 2012; Chen, et.al., 2021; Walton et al. 2012; Windey et al., 2015, François et al., 2014, Maki et al., 2012, Collins et al., 2023
