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By: Rodney Jack
10-December-2024
With plenty of gut-friendly products on our shelves, it appears that gut health is a consumer trend that is here to stay. Gut health has become a mainstream topic rather than one simply understood by food and healthcare professionals.
With Christmas approaching and a New Year likely to be full of resolutions around health, interest in biotics products will surely soar.
According to Comet, a food ingredients company based in Canada, 76% of consumers recognise the link between good gut health and overall wellness. This is evidence that functional foods have made a significant impact. Off the back of this, and many more positive signs, Comet’s trend spotters have mined data to identify new wellness growth opportunities for food, beverage, and supplement manufacturers in the year ahead.
The top trends it is seeing for 2025 include:
- Gut microbiome benefits extend beyond digestive health
- Exploring microbiomes that exist outside of the gut
- Scientific validity and prebiotic diversification
The microbiome has been heralded the year over and as Comet chief executive officer, Loula Merkel asserts, “consumers are smarter than ever about the microbiome”.
They are curious about more than the gut microbiome and benefits beyond the gut, while also scrutinising the science behind claims, she adds.
Leaning into such trends will help businesses take advantage of these consumer trends. In recent years, gut health has emerged as a cornerstone of overall wellness, capturing the attention of health-conscious consumers worldwide. One of the primary challenges in marketing gut health products is overcoming consumer skepticism. Transparency about ingredients, benefits, and scientific evidence is non-negotiable.
As the gut health trend continues to flourish, brands equipped with a deep understanding of their audience, a commitment to education, and innovative marketing strategies are poised for success in 2025
