“Gut health grew consistently for us over the past three years,” Pasco said. “Since around 2023, the category has grown by approximately 20%, and over the last year alone, the UK market has grown by about 11%.
“What’s been really interesting is the evolution of the category—from something that was quite reactive, where customers came in with specific issues like bloating or constipation, to a much more proactive wellness pillar. That shift is clearly reflected in the products customers are choosing in store.”
Pasco explained that consumers’ desire to move away from one-size-fits-all products drove the increase.
“We’re seeing flatter performance in more traditional gut health products, while products targeting specific needs or life stages are growing strongly,” she said. “Customers are increasingly looking for solutions that meet them where they are in their lives.”
One such example is increased demand for women’s health products, with products designed to meet specific needs growing at around 60% year over year, making women’s health one of the strongest growth areas in the portfolio, Pasco noted.
“Demand is rising sharply for women’s health products, especially those that support hormonal changes, including menopause and perimenopause,” Pasco said.
Another trend taking shape is the rapid growth in products that support children’s and teens’ health via the gut.
“It’s really interesting how quickly adult trends translate into children’s products, so if you’re concerned about not getting enough fibre yourself, you’re likely also concerned about your children’s intake,” Pasco said. “Children’s probiotics, for example, are growing at around 90% year-on-year, which represents a significant opportunity.”
Growth in gummies, liquids, and functional drinks
As Pasco explained, gummies, while less popular than more classic formats, are still seeing strong growth.
“Gummies are up around 800% since 2023, so it is a significant trend; however, tablets and capsules are still our largest formats,” she noted.
However, liquids are seeing very strong growth, which Pasco attributes to the major UK brand Symprove, which specializes in liquid probiotic solutions.
Furthermore, non-traditional supplement formats such as functional drinks containing fibre or probiotics are continuing to gain momentum, particularly among Gen Z consumers.
“This generation clearly likes to take supplements in multiple forms rather than sticking to just one,” Pasco said. “Therefore, functional drinks and other on-the-go solutions, such as stick packs, are growing strongly because they meet a clear convenience need.”
Gut health conversations reshaping purchases
As Pasco explained, consumer behavior reflected the trend that ‘fiber is the new protein’.
Fibre’s popularity is becoming evident through customer purchasing patterns, driven by wider gut health discussions and social media, which has helped make it a less clinical topic, Pasco noted.
“For customers, fiber is a very tangible need,” she said. “There are clear government recommendations around intake, and people understand that they should be consuming more, so that makes it easier for customers to engage and take action to improve their fibre intake.”
