Shoppers aren’t just aware of gut health; they’re swotting up. Health-savvy consumers can name-drop Lactobacillus plantarum. In their everyday conversations, they compare FOS to GOS and debate whether inulin “agrees with them.”
With that, the UK digestive health supplements market generated a revenue of $466.4 million in 2024 and is expected to reach $846.3 million by 2033 (Grand View Research). Probiotics were reported to be the largest revenue-generating product type in 2024.
But with live bacteria posing formulation challenges and prebiotics sometimes causing gastrointestinal discomfort in gut-sensitive consumers, novel options supported by emerging clinical research present significant potential for functional food and drink applications.
Postbiotics
Offering a more formulation-friendly biotic option, postbiotics are quietly positioning themselves as the one to watch.
Backed by clinical research revealing several sought-after health benefits for immune health, weight management, sleep and mood and exercise performance, these are being effectively formulated into many formats, ambient or chilled.
However, it is probably too soon to start calling out the term ‘postbiotic’ on pack, and significant consumer education is still needed in this space.
Prebiotic plants
Perhaps an easier sell, and aligning with rising consumer demand for minimally processed, whole-food ingredients, plant extracts already enjoy a health halo and are clinically backed to provide a myriad of gut benefits.
Some very familiar botanicals happen to have high levels of polyphenols called anthocyanins, notably berries. Berry researchers recently studied the impact of daily blueberry powder consumption in babies and discovered the ingredient increased alpha diversity, linked to overall health.
Looking to mushrooms, there are reports these offer superior prebiotic activity compared to isolated polysaccharide fractions like inulin, especially when multiple fungi are combined. In fact, when researchers from M2 Ingredients studied the effects of 10 mushroom species combined, they reported “the microbial and metabolic signatures changed in entirely new ways.”
“That tells us there’s something very special happening when the chemistry of different mushroom species interacts,” Dr. Julie Daoust, PhD, chief science officer at M2 Ingredients, told NutraIngredients.“The whole really is greater than the sum of its parts.”
With consumers mad for medicinal mushrooms, these health powerhouses have already been formulated into functional food and beverage products, notably within instant decaf coffees claiming to offer a gentler buzz. But new research highlights mushroom powders as a potential clean and stable prebiotic with additional health benefits to boot, especially when multiple mushrooms are formulated synergistically.
Elsewhere in the plant kingdom, carotenoids are regularly formulated into health formulations thanks to their antioxidant and natural colorant benefits, but they have recently been found to act as microbiome modulators. This category of nutrients seems an ideal addition to products such as smoothies where vibrant colors are expected and enhance taste and health perceptions.
Beauty bioactive
Bringing attention to collagen’s potential in this arena, premium collagen brand Pura Collagen just launched Pura Digest, a digestive health-focused collagen supplement that highlights the collagen peptide’s potential to strengthen the gut lining and address leaky gut syndrome.
Weeding-out new solutions
Exploring the ocean for inspiration, global interest in sea moss is growing fast, with the hashtag #seamoss garnering over 1.5 billion views on TikTok.
Publicized as containing 92 minerals, sea moss is available to innovators in a range of formats including gels, powders, drinks and gummies and has a range of benefits including its ability to act as a powerful prebiotic, thanks to its fiber and mucilage that nourish beneficial gut bacteria, improve digestion and soothe the digestive tract.
A less familiar, but highly clinically backed seaweed extract, sugar kelp, contains fucoidans that have been found to enrich SCFA-producing bacteria with 87% less gas than conventional prebiotics. This ingredient is already used in food preparations for its umami flavor and nutrients and offers a versatile option for savoury gut health focused functional foods.
‘The missing piece’
Finally, binding proteins are a significant innovation in the supplements space. Touted as “the next big thing in gut health,” these contain fragments of immunoglobulins, naturally found in camel’s milk and produced via precision fermentation. They bind to harmful toxins and pathogens without disrupting bacteria in the gut.
Sebastian Søderberg, CEO of the firm spearheading this innovation Bactolife, told NI these are the “missing piece for proactively ensuring a resilient gut.”
What’s more, he pointed out that binding proteins are highly stable and concentrated with a low recommended daily intake, making them ideal for food and drink manufacturers.
Probiota 2026
Want to learn more about the latest gut health focused research and innovation? NutraIngredients will host its annual must-attend Probiota conference in Dublin next month (Feb. 11-13). The three day programme unites microbiome science and business with stimulating roundtable lunch discussions, the latest insights from the industry, innovation discovery and a not-to-be-missed social evening.
