Digestive Health Products Market Report, By Product Type (Probiotics, Prebiotics, Digestive Enzymes, Fiber Supplements); Formulation (Capsules and Tablets, Powder, Liquid, Chewables); Application (Gut Health and Microbiome Balance, Digestive Comfort and Relief, Immune Health, Weight Management); End-User (Adults, Pediatrics, Geriatrics, Athletes); and Regions - 2024-2032

Market Overview:

"The digestive health products market was valued at US$ 52.1 Billion in 2023, and is expected to register a CAGR of 7.9% over the forecast period and reach US$ 108.3 Bn in 2032."

Report Attributes	Details
Base Year	2023
Forecast Years	2024-2032
Historical Years	2021-2023
Digestive Health Products Market Growth Rate (2024-2032)	7.9%

Digestive health or gut health refer to the function and balance of bacteria in the gastrointestinal tract, including the gastrointestinal tract comprising mouth, pharynx, esophagus, stomach, liver, pancreas, gallbladder, small intestine, large intestine, rectum, and anus. It is well-known that poor digestive health is the cause of a number of health issues among individuals or any age or gender, and can damage the body’s ability to absorb vital nutrients, store fat, disrupt blood sugar levels among other serious issues.

A number of products and approaches have been developed over time to ensure healthy gut, and currently consumption of products and supplements, as well as functional foods has been gaining rapid traction worldwide. Rising focus on formulating digestive health products to support optimal digestive function, include research on probiotics, prebiotics, digestive enzymes, and fiber, which play unique roles in promoting and balancing balance of gut microbiota to aid in digestion and absorption of nutrients.

Options with regard to digestive health products have increased significantly over the past decade, and widely preferred products comprise a broad category of supplements and functional foods with combinations of ingredients, each of which play a unique role in promoting balance of gut microbiota, aiding the digestive process, and ensuring healthy bowel movement. Ideally, digestive health products are recommended to those individuals exhibiting symptoms such as bloating, constipation, Irritable Bowel Syndrome (IBS), and other basic gastrointestinal disorders, but have been gaining traction among consumers those seeking to boost the immune system and leverage overall health and wellness benefits.

Demand for digestive health products has been increasing in recent times due to increasing personal health and wellness trends, rising popularity of personalized and tailored nutritional products, and advancements in research leading to formulation of targeted probiotic strains and enzyme combinations to address specific digestive needs and concerns. Other key factors driving popularity and consumption are advancements in plant-based and sustainable ingredients and availability of ecofriendly and ethical products on the market. Advancements in encapsulation and delivery of probiotics and enzymes, and positive health outcomes are other factors promoting preference for these products. Use of Artificial Intelligence (AI) and Machine Learning (ML) in analysis of gut microbiome to enable more precise product recommendation on the basis of individual health data has been aiding in increasing popularity of digestive health products. Integration of digestive health products into daily wellness regimes and focus on personal health and physical outlook, and convenience and acceptance of non-drug or pharmaceutical alternatives to alleviate symptoms and conditions associated with poor gut health are also key factors driving consumption of digestive health products worldwide

Digestive Health Products Market Trends and Drivers:

Some key factors driving shift towards alternative options to enhance health and wellness include rising awareness regarding the gut-brain connection and the impact of gut health on overall well-being, aging population, increasing indications about benefits, including reducing risk of colorectal cancer​ and chronic diseases in women, ​and increasing health trends among younger individuals worldwide to maintain healthy lifestyle and food consumption. Gut health is also associated with a broad range of symptoms, including energy levels, mood, skin health, hair health and others. Market trends indicate that an increasing number of individuals are opting for changes in lifestyle and habits, food preferences and eating patterns, and opting for digestive health products, with these trends gaining significant traction in developing countries currently.

Lifestyle changes is key to addressing poor gut health and associated conditions, and an increasing number of individuals have begun focusing on making sustained or serious changes in this aspect to enhance health and wellness. Unhealthy lifestyle can be attributed to factors such as busy work schedules, increasing disposable income, unhealthy food preferences and eating habits, excessive smoking and alcohol consumption, and sleep disorders and poor sleep hygiene. Individuals seeking to make serious lifestyle changes are adhering to expert advice and opting to overhaul eating habits and food patterns, adopting healthy exercise regimens, consuming healthy food options, and repairing gut health, among others. Consumers are indicating interest in healthy diets and products that advertise specific health claims, and this is resulting in manufacturers focusing on such products to meet rising demand. Awareness regarding the benefits of probiotics has been driving demand for yogurt, fermented foods, dietary supplements, and various supplements offering health and wellness benefits.

Also, rising healthcare costs and need to maintain good health and wellness so as to avoid serious health issues and conditions, and also potential costly treatments, have been supporting shift towards digestive health products, especially among older individuals. The trend of preventive healthcare is also playing a major role in the shift towards such products, with probiotics and more effective strains remaining high on the list to improve gut health. Personalized nutrition and rising awareness about the benefits these products can offer has been resulting in inclining demand. Also, an increasing number of digestive health food products and ingredients companies are integrating AI and ML in microbiome analysis to develop and offer customized supplements for specific individual health needs, in order to enhance product efficacy and improve consumer satisfaction.

Technology also continues to play a significant role in delivery, and advancements in encapsulation technologies has been bringing more accuracy in sustained-release, stability, and release of probiotics and enzymes into the gut. These advancements are furthering development of more innovative products that offer improved results and convenience to consumers, and this trend is expected to maintain momentum over the forecast period.

In addition, preference for organic and natural, and plant-based products has increased significantly, and consumers seeking such options are being met with increasing number of product manufacturers adopting more sustainable and natural, ethical, and ecofriendly options in products and manufacturing approaches.

Digestive Health Products Market Restraining Factors:

Among some of the major factors having negative impact in market growth include regulatory challenges, high cost of products, potential adverse effects of over-consumption, misinformation and lack of awareness regarding the benefits and advantages. Regulations can vary from country to country, and this can pose barriers to wider availability, and also have an impact on demand for digestive health products. Variations in regulations can also create complexity in standardization of products and approval processes, thereby impacting consumer trust and perception, and availability and sales.

High-cost of products is another major factor, especially for high-quality and premium products, and this can restrain sales among some consumers, and have an impact on a substantially larger  potential consumer base. Also, contradictions regarding efficacy and benefits of such products can have a negative impact on decision to initiate consumption for the long term, and knowledge that supplements can cause allergic reactions or gastrointestinal comfort among particular consumers if misused or consumed with professional guidance can deter consumers to some extent. This factor coupled with lack of knowledge regarding the effectiveness and proper use of digestive health products, unsubstantiated claims or lack of scientific evidence supporting certain products can drive skepticism and hesitation.

Digestive Health Products Market Player Opportunities:

The current health and wellness trends present numerous opportunities for companies operating in this market and associated markets. Leading players can innovate and formulate new products that are tailored or customized for specific individual health needs, and this can be achieved by entering into partnerships and collaborations with healthcare providers, research institutions, and food supplement manufacturing companies.  Companies can focus on driving online visibility and expand product penetration into areas and regions where chronic diseases and age-related conditions are high owing to aging populations, and in countries where healthcare infrastructure initiatives and development is expanding, such as countries in Asia Pacific and Latin America.

Companies can also focus on product diversification and develop or formulate specialized supplements for targeted applications such as sports nutrition, women’s health, and senior health needs. Customization of products will enable meeting unique needs of varying demographic groups, expand consumer base and revenue, and enhance consumer drive loyalty. Also, leveraging digital health and telemedicine platforms will enable manufacturers to offer personalized recommendations to track effectiveness of respective products in real time, and this will help to improve customer engagement and satisfaction, and also serve to generate valuable data for product development in future.

The trend towards sustainability also presents lucrative opportunities and companies can focus and adopt green and sustainable sourcing and ecofriendly packaging to align with consumer values and preferences, while enhancing brand image and appeal.       

Digestive Health Products Market Segmentation:

By Product Type

• Probiotics
• Prebiotics
• Digestive Enzymes
• Fiber Supplements

The probiotics segment is expected to account for the largest revenue share in the digestive health products market, and this can be attributed to increasing consumer awareness of the gut-brain connection and the benefits of a balanced microbiome. Probiotics are known for ability to improve digestive health, support the immune system, and enhance overall well-being. As research continues to highlight the positive effects of probiotics, demand for these products is projected to rise, there by supporting revenue growth of this segment.

By Formulation

• Capsules and Tablets
• Powder
• Liquid
• Chewables

Among the formulation segments, the capsules and tablets segment is expected to account for the largest revenue share over the forecast period. Formulations offer convenience, precise dosing, and ease of consumption, making it a preferred choice among consumers. Capsules and tablets also provide stability and protection for active ingredients like probiotics and enzymes, ensuring these remain effective until reaching the digestive tract. High preference for these products is projected to continue to support revenue growth of this segment over the forecast period.

By Application

• Gut Health and Microbiome Balance
• Digestive Comfort and Relief
• Immune Health
• Weight Management

The gut health and microbiome balance segment is expected to account for the largest revenue share in the digestive health products market. This projection is supported by rising awareness of the crucial role of gut health in overall well-being, and increasing consumers understanding the importance of maintaining a balanced gut microbiome for optimal digestion, immunity, and mental health. As research continues to emphasize these benefits, demand for products targeting gut health and microbiome balance is expected to increase, and drive revenue growth of this segment.

By End-User

• Adults
• Pediatrics
• Geriatrics
• Athletes

Among the end-user segments, the adult segment is expected to account for the largest revenue share, and this can be attributed to high prevalence of digestive health issues among adults, such as IBS and acid reflux, which is driving need for recommending digestive health supplements and products. Also, more adults are becoming increasingly aware of the benefits of maintaining a healthy gut for overall wellness and disease prevention, and as the trend expands across more developing countries, revenue growth is expected to increase in parallel.

By Region

North America

• United States
• Canada

Europe

• Germany
• United Kingdom
• France
• Italy
• Spain
• Russia
• Poland
• Benelux
• Nordic
• Rest of Europe

Asia Pacific

• China
• Japan
• India
• South Korea
• ASEAN
• Australia & New Zealand
• Rest of Asia Pacific

Latin America

• Brazil
• Mexico
• Argentina

Middle East & Africa

• Saudi Arabia
• South Africa
• United Arab Emirates
• Israel
• Rest of MEA

The global digestive health products market is divided into five key regions: North America, Europe, Asia Pacific, Latin America, and the Middle East and Africa. Among these regional markets, North America leads in terms of consumer awareness of gut health and demand and consumption volumes of related products, and significant investments in research and development in this segment, with the United States (US) contributing major revenue share among the country markets due to presence of a mature market and strong demand for innovative digestive health products.

The market is also well-established in Europe, with Germany and the United Kingdom(UK) leading in terms of revenue share contribution owing to high focus on health and wellness, along with stringent quality standards in healthcare products. Asia Pacific on the other hand has been registering rapid growth, particularly in China and India, due to rising health awareness, steady urbanization, and increasing disposable incomes among consumers. 

Some common factors driving overall growth in these markets include rising consumer awareness about benefits of products on gut health on overall wellness, development of advanced products like personalized probiotics and plant-based supplements, and enhanced distribution channels and online retail options, increasing product accessibility in these countries.

Leading Companies in Digestive Health Products Market & Competitive Landscape:

The global digestive health products market is characterized by intense competition, with established multinationals and emerging start-ups competing for digestive health products market share. Companies are focusing on product innovation, quality, and strategic branding to address changing consumer needs and secure a competitive edge. Also, leading players are implementing various strategies to maintain their market positions and expand their consumer base. These include driving product innovation by developing targeted solutions for specific health needs, such as the gut-brain connection and immunity. Companies are forming strategic partnerships with research institutions, healthcare providers, and technology firms for enhanced R&D capabilities and market expansion. Mergers and acquisitions remain a key approach for expanding product portfolios and entering new markets.

In addition, leading companies are leveraging personalized nutrition by offering customized products based on individual gut microbiome profiles. Digital health solutions, such as online sales platforms and consumer engagement tools, are also playing a crucial role in reaching and retaining customers. By executing these strategies, companies can strengthen their market positions and tap into the growing demand for advanced digestive health products.

These companies include:

• Danone
• Nestlé
• Yakult Honsha Co., Ltd.
• Chr. Hansen Holding A/S
• DuPont de Nemours, Inc.
• Procter & Gamble Co.
• Reckitt Benckiser Group plc
• BioGaia AB
• Kerry Group plc
• Archer Daniels Midland Company (ADM)
• PepsiCo, Inc.
• General Mills, Inc.
• NOW Health Group, Inc.
• Nature's Way Products, LLC
• Jarrow Formulas, Inc.

Recent Developments:

• April 2024: Archer Daniels Midland Company (ADM) received approval from China's National Health Commission (NHC) for its spore-forming probiotic DE111 (Bacillus subtilis). DE111 has demonstrated clinical benefits in supporting digestive health and immune function, and this probiotic can withstand harsh processing conditions and remains shelf-stable. DE111 has been shown to support a healthy gastrointestinal tract, gut function, and microbiome diversity in the gut, owing to its ability to survive stomach acidity and germinate in the small intestine. Its durability under challenging processing conditions and shelf stability make it versatile for use in various foods, beverages, and dietary supplements.
• February 2024: Kerry Group introduced Plenibiotic (Lactobacillus casei subsp. 327), which is a postbiotic derived from rice, suitable for human and pet supplements. The ingredient is supported by scientific research demonstrating its benefits for digestive and skin health. Plenibiotic is tolerant to a range of temperatures and environments, offers shelf stability, and achieves efficacy with small serving sizes. Kerry Group emphasizes that Plenibiotic addresses the gut-skin axis, reflecting consumers' increasing awareness of the connection between gut health and overall well-being.
• May 2023: Nestlé launched Resource Fiber Choice as a solution for gut health containing Partially Hydrolyzed Guar Gum (PHGG), which is a prebiotic dietary fiber known to alleviate constipation and support gut health. The PHGG used in Resource Fiber Choice is plant-based, offering a natural option for maintaining gut health without risk of dependency. The company highlighted that Resource Fiber Choice provides improved sensory qualities compared to other constipation remedies, as it is odorless, tasteless, and can be mixed with water, beverages, or food without affecting flavor or aroma.

Digestive Health Products Market Research Scope

Report Metric	Report Details
Digestive Health Products Market Size Available for the Years	2021-2023
Base Year	2023
Forecast Period	2024-2032
Compound Annual Growth Rate (CAGR)	7.9%
Segment Covered	Product Type, Formulation, Application, End-User
Regions Covered	North America:  The U.S. & Canada Latin America: Brazil, Mexico, Argentina, & Rest of Latin America Asia Pacific: China, India, Japan, Australia & New Zealand, ASEAN, & Rest of Asia Pacific Europe: Germany, The U.K., France, Spain, Italy, Russia, Poland, BENELUX, NORDIC, & Rest of Europe The Middle East & Africa:  Saudi Arabia, United Arab Emirates, South Africa, Egypt, Israel, and Rest of MEA
Fastest Growing Country in Europe	UK
Largest Market	North America
Key Players	Danone, Nestlé, Yakult Honsha Co., Ltd., Chr. Hansen Holding A/S, DuPont de Nemours, Inc., Procter & Gamble Co., Reckitt Benckiser Group plc, BioGaia AB, Kerry Group plc, ADM (Archer Daniels Midland Company), PepsiCo, Inc., General Mills, Inc., NOW Health Group, Inc., Nature's Way Products, LLC, Jarrow Formulas, Inc.