Nutrition industry spots a surging demand for gut health ingredients

A growing consumer focus on healthier food options drives demand for functional ingredients. Within the space, suppliers recognize an increased interest in gut-supporting solutions, such as prebiotics, postbiotics, and probiotics, to benefit digestion and beyond, as research connects the gut to health benefits like immunity, mental health, and overall wellness. 

Nutrition Insight examines the space with experts from dsm-firmenich, Clasado Biosciences, and Tirlán. 

“The International Scientific Association for Probiotics and Prebiotics notes that consumer interest in biotics is at an all-time high, driven by an uptick in scientific research in the field, as well as newly revised synbiotics and postbiotics definitions,” says Dr. Robert Steinert, principal scientist at dsm-firmenich.

“Consumers that use biotic supplements predominantly do so to support general well-being, digestive, and immune health. However, we’re witnessing a significant shift toward biotic solutions that extend beyond basic digestive support to address satiety, anti-aging, and relaxation.”

Meanwhile, Steven Riley, head of marketing at Clasado Biosciences, observes a “tremendous opportunity” for formulators to innovate for new and existing consumers as supplement usage continues to climb. 

“Trust has become a critical currency in this expanding market,” he adds. “Consumers are increasingly selective and knowledgeable, proactively researching health and well-being matters. As such, they favor products with proven efficacy and transparent claims.”

Booming gut health market

Innova Market Insights Health & Nutrition Survey 2024 suggests that 21% of global consumers seek functional ingredients for health benefits like gut support and immunity. https://www.nutritioninsight.com/nutrition-focus/functional-ingredients-981.html 

Riley says that a demand for new delivery formats creates opportunities for gut health ingredients that work in low doses. Moreover, data from the market researcher indicates a 10% CAGR growth in supplement launches with prebiotics between 2020 and 2024 globally. In 2024, 58% of these launches supported digestive or liver health. 

Mairtin O’Coinceanainn, head of Consumer and Ingredient Solutions R&D at Tirlán, says the functional ingredients market is driven by health and nutrition trends, pointing to gut health and functionalized nutrition as primary growth areas. 

“High-profile examples include Danone’s investment in kefir, Coca-Cola’s launch of Simply prebiotic soda, and Pepsi’s acquisition of Poppi, highlighting the increasing demand for gut-health-focused products.” 

Within gut health, he observes a growing demand for fiber solutions.

“Tirlán has developed a suite of oat ingredients through specialized processes, allowing the natural goodness of oats to be incorporated into various foods, including yogurts, drinks, and granolas. Oat beta-glucans, long recognized for their benefits to heart health, have also shown potential in clinical nutrition, expanding their health benefits beyond general public health.”

At the same time, O’Coinceanainn says the functional ingredients market is competitive, underscoring a need for technology and innovation. He adds that Tirlán focuses on ingredients that combine nutritional value and health benefits across various food products. 

In recent years, the company has filed several patent applications “focused on the advanced delivery of our plant ingredients and dairy proteins in consumer products.” 

Delivery format innovations

Riley from Clasado Biosciences also expects innovations in formats and applications beyond a current surge in functional beverages. He explains this is driven by consumers seeking healthier alternatives to traditional sodas. 

Steinert says that research highlights postbiotics’ effectiveness in supporting immune function, metabolic balance, and appetite regulation.“Emerging formats like prebiotic snack bars and prebiotics-plus-protein powders are gaining traction, offering both convenience and credible health benefits. Whatever the next frontier, convenience will remain key — formulations must seamlessly integrate into everyday routines.”

This trend creates opportunities for ingredients that deliver efficacy at low doses, although he underscores the importance of maintaining scientifically validated dosages needed for specific health benefits rather than underdosing for cost considerations.

For example, last year, the US beverage brand Poppi was sued because the drinks did not contain sufficient prebiotic fibers per can to meet health claims. 

Due to its proprietary structure, Clasado Biosciences’ prebiotic galactooligosaccharide (GOS) ingredient, Bimuno GOS, delivers efficacy at low doses. 

Meanwhile, dsm-firmenich’s Steinert highlights the stability advantages of postbiotics, which also offer multiple health benefits. Although consumer awareness of postbiotics is low, Innova Market Insights’ Innova360 research says the ingredients have grown at 57% CAGR over the past four years. 

“Unlike probiotics that require careful handling to maintain viability, these inanimate bacterial preparations remain stable under diverse manufacturing and storage conditions without refrigeration, allowing the same health claims with significantly improved formulation flexibility,” details Steinert. 

“This stability enables incorporation into formats that would typically destroy live cultures — from gummies and chewable tablets to hot beverages and functional foods — while maintaining consistent efficacy batch-to-batch.” 

Steinert says that beyond traditional gut health applications, research demonstrates postbiotics’ effectiveness in supporting immune function, metabolic balance, skin health, and appetite regulation — “delivering these benefits through consumer-friendly delivery systems previously unavailable to other biotics.”

Research advances

The experts stress the importance of robust scientific backing for functional ingredients. 

“As gut health awareness continues to grow, the value of evidence-based solutions that deliver consistent benefits, both immediate and long-term, cannot be overstated,” says Riley.

“Beyond advancing ingredients, research provides crucial reassurance to increasingly discerning consumers who seek evidence-based benefits rather than theoretical or unfounded claims,” he continues. 

For example, Riley notes that new studies are defining optimal dosages required for specific outcomes, establishing the thresholds at which ingredients deliver their intended benefits to ensure formulations include meaningful amounts.

“We expect continued emphasis on research-backed ingredients supporting immediate and long-term health outcomes. With an accelerating aging population, ingredients that support longevity will be particularly valuable.”

Regarding biotics, Steinert says that research has significantly expanded the understanding of the health benefits these functional ingredients can provide, not just in digestive health but also for cognition, skin health, and metabolism. 

“This research-driven approach to the category supports ultra-segmentation,” he details. “The ability to develop increasingly precise health claims tailored to specific consumer needs, life stages, and application formats.”

Steinert says the gut-brain axis represents a particularly exciting frontier, with studies demonstrating how gut microbes regulate neurotransmitters like serotonin and gamma-aminobutyric acid, which influence mood and cognition. 

“This emerging field of psychobiotics has shown promising results in a recent autism study where synbiotics significantly improved gut comfort and reduced anxiety in children.”