The panel:
Jay Levy, Director of Sales, Wakunaga of America Co., Ltd., Mission Viejo, CA, www.kyolic.com
Matthew Hudson, Technical Advisor, ADM Protexin, Somerset, U.K., www.protexin.com
Julia Craven, Vice President of Education, Enzymedica, Venice, FL, www.enzymedica.com
Mark Walin, Senior Vice President Business Development & Marketing, BIO-CAT, Troy, VA, www.bio-cat.com
Michael DeLorenzo, Director of Private Label Business Development, Reliance Private Label, Edison, NJ, https://reliancevitamin.com/
Stacey Smith, DC, PhD, Marketing and Communications Manager, NORAM, Gnosis by Lesaffre, www.gnosisbylesaffre.com
Gut health is in vogue, especially on #GutTok, a sub-group on TikTok, where influencers reveal how their own digestive systems are performing, and what remedies and routines they like to use to regain proper digestive function and even prevent incidence of gastric distress.
The category continues to expand with products that address gas and bloating, microbiome balancing for long-term functional support, constipation relief and for regulating symptoms of irritable bowel. In tandem, new enzyme blends help the body break down the macronutrients from foods, especially when the gut is overwhelmed by stressors.
According to Nutrition Business Journal’s (NBJ) 2024 Condition Specific Report, while the OTC (over-the-counter)/pharma industry gobbles much of the acute-need products, the supplement side is pulsing with activity as consumers understand about long-term support for overall digestive wellness. This category showcases the strengthening gravitational pull of protecting gut health as sales grew $755 million from 2019 through 2023.
Authors of the Condition Specific Report explain, “Consumers both know when it’s not right and understand that if something is off in the gut that dysfunction can affect every other part of the body. What they don’t always know is what to do about it, but all that intuition seems to be guiding them to supplements.”
In 2023, the top three GI (gastrointestinal) health supplement sub-categories sold were biotics (pre-, pro-, syn) at 55.7 percent of market share, followed by “others” at 12.9 percent, and enzymes at 9.7 percent. Smaller segments—aloe (2.3 percent), homeopathics (2.6 percent), combination herbs (3.6 percent), and psyllium (4.2 percent)—demonstrate clear opportunities to educate consumers hungry for GI balance and to grow the demand for these subcategories with on-point products.
Researchers are focusing on how natural compounds work to address gut and colon health issues. As an example, in February 2025, researchers published an article describing how a compound in ginger (furanodienone) can selectively bind and regulate a nuclear receptor involved in inflammatory bowel disease.
Other research is focusing on the microbiome residents; a study found that Akkermansia muciniphila in the lower part of the gut is associated with good health. Another team converted gut bacteria into what they called “miniature protein factories” to create and release proteins inside the lower intestines. These comprise just the tip of the gut-research iceberg.
But industry gets its cues from such research as well as the powerful and growing consumer demand for gut-health products. This is a tasty category, and retailers are in a prime position to help customers address their long-term gut function, and to educate as to how the gut impacts overall health.
VR: What are consumers’ top concerns and/or issues with their digestive systems?
Levy: According to Weill Cornell Medicine, as many as 45 million Americans have irritable bowel syndrome (IBS). Studies also report that 22 million suffer with small intestinal bacterial overgrowth (SIBO) symptoms and more than 30 percent of Americans deal with periodic bouts of diverticulosis. Another 30 percent experience frequent dyspepsia (indigestion). Because these common gastrointestinal problems are often a result of stress, poor diet and environmental challenges, a growing number of consumers are looking for both symptomatic and long-term relief in the digestive health supplement aisle.
Hudson: Recent market research data suggests that the most common symptoms among probiotic consumers in the U.S. are those affecting the gastrointestinal tract. When asked, “What symptoms were you experiencing when you first consumed probiotics?” 44 percent of respondents reported bloating, 37 percent reported gas and 28 percent reported constipation. The proportion of consumers reporting each of these symptoms has increased by at least three times since the same survey was completed two years prior, in 2022. This raises the question: why are these digestive issues becoming so prevalent? One possible explanation is that these symptoms are all associated with irritable bowel syndrome (IBS) and a Western diet (characterized by a high intake of saturated fats and refined carbohydrates) is understood to increase the risk of this disorder.
Craven: These days, consumers are focusing on the foundations of healthy digestion. Instead of just taking care of discomforts as they happen, they’re focusing on gut health with an eye on the bigger picture. They’re looking at the microbiome and focusing on fiber intake.
Walin: A growing consumer concern is food intolerance—or difficulty digesting foods—which is reported by up to 20 percent of consumers. Gastrointestinal symptoms of food intolerance include bloating, gas, burping, indigestion, nausea, headaches, diarrhea and constipation. A global survey recently showed that approximately 18 percent of individuals experienced bloating at least once per week. Almost twice the proportion of women experienced bloating than men.
Dietary ingredients associated with intolerance include lactose, gluten, histamine, and fermentable oligo-, di-, monosaccharides and polyols (FODMAPs). Specifically, many people have difficulty digesting lactose—in fact a resounding 65 percent of adults worldwide can’t break down and absorb lactose, which is one root cause of lactose intolerance.
DeLorenzo: We are seeing two emerging trends:
1. An increased desire to achieve healthier gut permeability. “Leaky gut” is a term more understood by a higher percentage of the natural channel consumers.
2. Greater understanding that the phrase “I feel it in my gut” alludes to an innate understanding that gut health impacts heart health, mood, focus and overall “wellspan”—not just how long we live, but how well we live.
VR: The gut-health category has been exploding, with gut-support all over social media and espoused by influencers. Why has supporting digestion become so popular?
Levy: A growing number of widely publicized studies—which are often promoted by influencers—have linked the state of the microbiome to other bodily systems like brain, heart, immune, respiratory and skin health. This has encouraged consumers looking to improve their overall health and well-being to take steps to optimize their digestive health.
Hudson: There are several factors contributing to the growth of the gut health category in recent years. For example, one report estimated that 61 percent of Americans experience digestive symptoms on a weekly basis.
Craven: We always say great health starts with healthy digestion—and we love that social media has caught on. We’ve seen the fun slogans like “hot girls poop,” and we’re on board with that attitude. Let’s normalize the idea that regularity is a superpower—and having a good BM (bowel movement) and a regular bathroom routine are signs that you’re taking care of your gut!
Walin: It’s become so popular, given it affects such a large percentage of the population, many of whom have not been able to find effective solutions to ease digestive distress. According to a 2022 NBJ Consumer Survey, 27 percent of consumers feel that gut health is one of their top experiential concerns. We typically eat two to three meals a day, and we are constantly getting feedback (e.g., gas and bloating) on how well (or not well) our digestive system functions within hours of a meal.
DeLorenzo: People get it: if we can’t digest, absorb, assimilate and eliminate the impact is far greater than simple digestive discomfort or irregularity. The impact is systemic, and life-altering. Conversely, if we can resolve these challenges, we will feel and function better, and in fairly short order.
VR: How well do consumers link stress to digestive disturbances? Is this an area where you see retailers can improve communication and product offerings?
Levy: Anyone who has ever experienced “butterflies in their stomach” before an important interview or nausea when faced with a stressful event is well aware of the connection between psychological stress and digestive upset. However, they may not understand the complex interplay between the body’s stress response, the microbiome, and the brain, known as the microbiota-gut-brain axis.
By utilizing blogs, podcasts and other consumer education and marketing efforts, manufacturers and retailers can help consumers become more aware of how important it is to support a healthy and diverse microbiome.
Hudson: Some consumers may not be aware of the bidirectional stream of communication connecting the gut and the brain. As a consequence, their ability to associate stress with digestive disturbances could be limited.
Craven: Consumers are catching on to the gut-brain connection, but we still have a way to go. The more we talk about the body in a holistic way, reinforcing the idea that everything is connected, the easier it will be for consumers to connect the dots.
Walin: Consumers understand what it means to have “butterflies in one’s stomach”—that anxiety and stress can lead to GI symptoms like nausea and lack of appetite. On the flipside of the gut-brain-axis, consumers get that food-related GI distress like diarrhea or constipation can detrimentally affect mood. Food can also positively impact brain health. Healthy meals and snacks are associated with sustained energy, improved cognitive performance, and an overall sense of “feeling good.” That same sense of wellness reinforces healthy digestion without the cortisol-related consequences of chronic or acute stress. Healthy digestion reinforces reduced stress, and less stress enables better digestion.
The challenge for retailers is merchandising products by claim type, which could make it easier for the consumer to find products which address their current symptoms. Given that brands are now positioning their products with more than one label claim, these products would have to be merchandised in multiple areas for a comprehensive setup.
DeLorenzo: Holistic practitioners have been dealing with the gut permeability challenge better and more successfully. Educating the staff and consumers ensures that an understanding of the ‘best solution’ for better gut health may look expensive, but it allows oneself to actually function better and delay, maybe even avoid certain chronic illnesses.
One of things I am most proud of at Reliance is that our retailers have asked for over 400 video trainings or training materials from our product technical support team. In the last 12 months we have created two to three minute ‘evergreen’ trainings that can educate and motivate store teams to think differently.
VR: Undeniably, biotics dominate the digestive-support category. How can retailers help consumers sort through the abundance of digestive support/gut health biotics to find the ones best for them?
Hudson: When identifying an appropriate gut health support product, it is crucial that consumers can understand the information presented on pack, and retailers can help with this. For example, there are a huge variety of dietary supplements on the market containing different strains of live bacteria at different concentrations, ranging from 100 million to 900 billion colony forming units (CFU), per day.
It is a commonly held misconception that higher CFU counts equate to greater efficacy. To date, there is limited evidence from human clinical studies of a “dose-response relationship” for probiotics, and there is insufficient data to make firm conclusions as to the most effective dosage. Similarly, research suggests that beneficial bacteria operate on a strain-specific basis. So, while two Lactobacilli helveticus strains are from the same genus and species, they may have different characteristics and thus, different benefits, at a strain level. By providing such information, retailers can help consumers to make informed decisions as to which product is best for them.
Craven: Helping consumers find the best probiotics and prebiotics for their unique needs is a balance. For example, we all know inulin as a prebiotic fiber, but we also know it can cause digestive upset for some individuals. When we were formulating our new fiber products and deciding on a prebiotic, we opted for acacia fiber. Acacia is a well-tolerated, slow-fermenting, prebiotic fiber that is organic, non–GMO (genetically modified organisms) and FODMAP friendly. And our acacia fiber has an amazing sustainability story.
Walin: Retailers could use methods such as QR codes for consumers to scan in the aisles to learn about each product, including linking shoppers to clinical studies, so they can find out more and ultimately make the decision on which product fits their needs.
VR: What is new and/or trending in this category? What do you think consumers will be excited about trying?
Levy: Probiotic and prebiotic formulas, paired as synbiotics are a top trend in the supplement industry as research confirms a wide range of whole-body benefits. Consumer-friendly delivery systems are also trending. For instance, Kyo-Dophilus Pro+Synbiotic chewable tablet is a blend of Lactobacillus gasseri KS-13, Bifidobacterium bifidum G9-1, Bifidobacterium longum MM-2, UABka 12 Bifidobacterium animalis subsp. lactis, Bifidobacterium longum BB536, Bifidobacterium breve M-16V, Bifidobacterium infantis M-63, Lactobacillus gasseri LAC-343, and Lactobacillus rhamnosus LCS-742 plus alpha-glucan oligosaccharide prebiotic (BioEcolians).
Hudson: Recent advancements in research and manufacturing technology have allowed the development of a new group of ingredients known as postbiotics. These can be described as inanimate microorganisms that confer a health benefit and have been shown to influence the gut microbiome in a similar way to probiotics. For example, one clinical trial investigating postbiotic consumption in adults with IBS found that this was effective in reducing symptom severity. Unlike probiotics, however, they are not alive, allowing a longer shelf-life and easier storage. For these reasons, I believe postbiotics could become very popular with consumers.
Craven: There’s so much that’s new in the digestive health category!
Fiber is trending, but consumers don’t want gritty, boring fiber supplements. They want fiber that does more. Our new Let’s Go Fiber+ powders combine prebiotics, probiotics and postbiotics for daily regularity and gut health. We use probiotics, a blend of inavea acacia fiber and a Certified Upcycled resistant starch called Solnul that’s made from potatoes. This formula mixes easily in water, available in two flavors, tropical and strawberry kiwi, both sweetened with stevia. It will launch this spring and has 5 grams of fiber per serving.
We’ve also expanded our SubCulture line, with two drink mixes and a new capsule. The drink mixes—peach bliss and berry blast—come in stick packs. They deliver 50 billion CFUs for digestion, immune and regularity, with the same seven foundational strains as the rest of the line. We know consumers love stacking their supplements and have gone all-in on functional hydration. Since hydration is helpful for digestion and regularity, the drink mixes are a win-win for gut health! SubCulture for Daily Gut Health offers 30 billion CFUs, which could be a good fit for those taking other products that contain probiotics. You can think of it as a foundational, “intro to probiotics” formula.
Walin: In digestive support, we see a shift from standalone ingredient formulations to multi-ingredient supplements. Examples include the combining of biotics and enzymes that deliver noticeable digestive benefits. The synergy between probiotics and enzymes is especially intuitive when we appreciate that probiotics work, in part, due to their own production and release of digestive enzymes into the gut. Ultimately, supplemental microbial enzymes help break down food and dietary fiber, enhance nutrient availability, and help reduce occasional gas and bloating.
DeLorenzo: Well, I hope they try our Advanced Gut Care, our private label solution for enhanced gut permeability. Ed O’Toole (head of technical support & product development at Reliance) and I invested many hours surveying our accounts, studying comparable formulas in the market and partnering with our trademark ingredient suppliers to formulate, I think, a really comprehensive product.
Advanced Gut Care contains ingredients that aid the balance of the gut microbiome, soothe the intestinal tract, and support the integrity of the intestinal lining. Its three hero actives are:
• NatureKnit delivers dietary fiber and polyphenols to the gut. These fiber-bound polyphenols are slowly released and act as antioxidants to help promote optimal gut health.
• MicrobiomeX promotes a shift in the gut microbiome that leads to a beneficial short-chain fatty acid (SCFA) profile. This improves gut barrier function and enhances the immunity in the gut.
• GutGard is shown in two studies to significantly lower the symptoms of daily digestive health problems and provide relief from H. pylori for 48 percent of those studied.
Smith: Gut health is no longer the only target of biotics. New trends in gut- axis health include:
• Psychobiotics for Mental Well-Being – The gut-brain axis is gaining attention, with specific probiotics (psychobiotics) being developed to support mood, stress management, and cognitive function.
• Postbiotics – After pre-and probiotics, we are starting to speak about postbiotics. Beyond traditional probiotics, postbiotics (beneficial metabolites produced by bacteria) are emerging for targeted health benefits.
• Gut-Skin Axis – This is influencing beauty-from-within trends, with probiotic skin care and supplements aiming to improve conditions like acne and eczema.
Another exciting development is personalized nutrition, where consumers can take a microbiome test and get a tailored supplement regimen specifically designed for them with science-backed ingredients.
VR: Please discuss your digestive-support product—what it is, how it works and how/when retailers can best recommend it.
Levy: Wakunaga of America developed its first probiotic product over 30 years ago. Today, Wakunaga offers five formulas for digestion:
• Kyo-Dophilus Daily Probiotic contains 3 billion CFU and includes Lactobacillus gasseri KS-13, Bifidobacterium bifidum G9-1, Bifidobacterium longum MM-2 (known as The Friendly Trio) for immune health and digestive support.
• With 50 billion CFU, Kyo-Dophilus Max Probiotic boasts The Friendly Trio plus L. acidophilus, L. plantarum, B. breve, B. infantis and L. rhamnosus for maximum gut protection for travelers or those dealing with chronic stress.
• Kyo-Dophilus Synbiotic Pro+ provides complete microbiome support with its proprietary blend of nine strains of beneficial bacterial and a prebiotic to help maintain a balanced gut environment.
• Kyo-Dophilus Multi 9 delivers a diverse community of nine beneficial bacteria species that includes The Friendly Trio, L. gasseri KS-13, B. bifidum G9-1, and B. longum MM-2, along with B. infantis, B. breve and L. rhamnosus and other compatible species for those needing additional digestive support.
• Kyo-Dophilus Enzyme + Probiotic offers a combination of The Friendly Trio and four digestive enzymes (amylase, lactase, lipase, and protease) to support gut health and promote nutrient digestion.
Hudson: Bio-Kult Everyday is a probiotic supplement with 14 strains of live bacteria. As each strain has different characteristics, a multi-strain blend may have more positive benefits overall. Everyday can be recommended to consumers experiencing gastrointestinal symptoms, but also to those looking to support their general health and wellness.
Walin: BIO-CAT offers multiple solutions for food intolerances, including OPTIZIOME Fructanase and Macro Digest for FODMAP & Macro digestion, as well as Lactase and Alpha Galactosidase for dairy and bean digestion.
Another prevalent concern among consumers revolves around those who consume higher amounts of protein. These individuals often report higher levels of digestive distress than the general population, despite being young, healthy subjects actively involved in the sports nutrition space. BIO-CAT’s solution for this is our proprietary blend of enzymes in OPTIZIOME P3 HYDROLYZER, which is clinically shown to enhance protein digestion.
Smith: Gnosis by Lesaffre offers an extensive line of biotics, but here I would like to highlight two:
• Lynside S. boulardii is a probiotic yeast, a Saccharomyces cerevisiae var. boulardii, a proprietary strain of Lesaffre’s registered as CNCM I-3799. It is the most documented probiotic yeast with more than 65 years of clinical research that supports the gut barrier defense system. S. boulardii has been clinically proven to reduce diarrhea in adults and children and to help restore a balanced microbiota.
Retailers can best recommend this product for those experiencing stress-related digestive disturbances, for those who travel often, or for those who experience digestive irregularity.
• ibSium is a reference probiotic yeast developed by Gnosis by Lesaffre, patented and registered under S. cerevisiae CNCM I-3856. Four double-blind, placebo-controlled clinical studies and a meta-analysis have demonstrated that ibSium can relieve occasional abdominal pain and improve the quality of life of people experiencing digestive discomfort. We like to say that ibSium covers the “A, B, C, D, and E” of complete intestinal health:
Abdominal pain alleviation: One study showed 63 percent of volunteers experienced a significant reduction in abdominal pain.
Bloating relief: Spiller et al. showed participants experienced a 14.6 percent reduction in bloating severity with ibSium compared to placebo.
Constipation and diarrhea reduction: A 2020 study showed a normalization of stool consistency observed within four weeks.
Enhanced quality of life when the four elements are realized. Users experienced lower food avoidance, better body image, and less interference with daily activities.
Further, ibSium has shown consumer-approved, fast-acting support. A study of more than 1,160 volunteers reported more than 96 percent satisfaction with gut comfort improvement with ibSium. Three out of four participants experienced positive effects on their digestive comfort within the first 15 days of consumption.
Retailers can promote this product for individuals struggling with digestive discomfort as a comprehensive, science-backed solution to support healthy digestion.
These recommendations are also best positioned with lifestyle management, including stress management, a balanced diet, and regular physical activity.VR
