Gut health market to hit $270bn by 2034 as trend dominates F&B

Global digestive health products market valued at $116.92bnSearches for gut health, microbiome, and probiotics surgeDrivers of growth include changing diets, rising healthcare costs, and increased disposable incomeBrands expanding beyond traditional gut health offeringsThe gut health trend continues to dominate consumer interest and new product development.

So much so, the global digestive health products market size is now valued at a colossal $116.92bn (€100.85bn), and growing at a CAGR of 8.74%.

“Over the last five years, consumer-driven interest in the microbiome and its connection to gut health has grown exponentially,” says a spokesperson for research organisation Magnitude Biosciences.

Moreover, searches for ‘gut health’ rose by 35%, ‘microbiome’ by 31%, and ‘probiotics’ by 8%, in 2024 alone (Magnitude Biosciences).

The gut health trend continues to spark innovation and NPD in food and beverage (Image: Getty/Image Source)What’s driving growth in gut health?According to Precedence Research, there are a multitude of factors fuelling the growth of the gut health market. These include changing consumer preferences, busy schedules boosting the need for immune support through a healthy gut, a growing geriatric population seeking a healthy diet for longevity, and rising disposable income.

They even cite the growing global working population as a contributing factor to market growth.

Furthermore, rising healthcare costs in certain countries such as the United States, are also driving the demand for digestive health products.

But it’s not just about growing consumer interest. Brands have responded to the rising demand, launching a huge range of gut-friendly products, making gut health accessible and exciting to consumers.

Of course we’ve seen a rise in kefir, kombucha and kimchi offerings. But joining them are things like gut-friendly gummies, cereal bars, breakfast cereals, and chocolates.

Even pet food brands are getting in on the act, with the launch of products such as Scrumbles Gut Friendly Dog Food, because why should our furry friends miss out?!

The range of gut-friendly offerings, including kefir, kombucha and kimchi has grown significantly. (Image: Getty/ minoandriani)The future of gut healthThe gut health market is projected to hit $270.32bn by 2034 (Precedence Research).

But while growth is strong across all markets, it’s proving particularly strong in Europe and North America.

According to Precedence Research, North America dominated the digestive health products market, accounting for the largest revenue share of 32.21% in 2024.

Meanwhile the European market is said to be “growing notably”. In addition to heightened consumer awareness regarding the connection between gut health and overall wellness, the rise in incidences of pancreatitis observed in nations including Finland, Poland, Scotland, and Spain is said to be a major contributing factor.

“European consumers are progressively searching for natural and effective methods to enhance their digestive wellness,” says a spokesperson for Precedence Research. “This has resulted in a higher demand for dietary supplements, functional foods, and various products that include natural ingredients like probiotics, fibre, prebiotics, and enzymes.”

Similarly, the increasing prevalence of gastrointestinal diseases, including gastric cancer, in the Middle East and Africa is driving market growth.

“As healthcare systems develop in nations like Saudi Arabia and South Africa, the demand for digestive health products is also increasing due to numerous intersecting factors that promote awareness, lifestyle modifications, and an ageing demographic,” says Precedence Research.

Slowest to join the gut health trend, Asia Pacific is expected to be the fastest growing market for digestive health products, in the coming years.

“The growing penetration of different health products by the producers in the large economies such as China, Japan, and India is fueling the market growth across the Asia Pacific region,” says Precedence Research.

Added to that, the large consumer base in the region, increasing disposable income, rapid urbanisation, and a rising working population is said to be “perfectly augmenting market growth”.

Confectioners are entering the gut health market with gut-friendly sweets and chocolates. (Image: Getty/Prostock-Studio)Product formatsConsumer appetite for products that support gut health is proving insatiable.

However, there are certain areas, which are proving more popular than others. The snacking sector is one of them.

“Consumers are increasingly interested in snacks that offer functional health benefits, particularly those containing prebiotics and probiotics,” says a spokesperson for Innova Market Insights.

Data from Innova Market Insights shows that online discussions about pre- and probiotic snacks are on the rise, with many consumers viewing them favourably or neutrally.

Brands like Yakult and Munk Pack are effectively leveraging this trend in their social media marketing, using hashtags like #probiotics to connect with their audience and engage consumers.

Surprisingly, gut-friendly confectionery is also proving popular as consumers seek treats with benefits.

Of course, dark chocolate (70%+ cocoa solids), with its high fibre content, is known to be good for the gut. But now, manufacturers are innovating to produce dark, milk and white chocolate, with probiotics. Bioglan’s Biotic Balance Choc Balls and OhSo’s Good Chocolate With Gut Friendly Bacteria are just some of the recent launches.

Finally, food and drink products that support and/or repair the gut microbiota are becoming more popular with increasingly gut-health literate consumers.

“Probiotics, prebiotic fibres and fermented foods will appeal to consumers who are looking to support their overall health, not just their gut health,” says Stephanie Mattucci, director of food and drink at Mintel.

Mattucci goes on to say that awareness about the gut microbiota will give consumers a new reason to avoid ingredients associated with inflammation or gut dysbiosis.

In other words, the gut health trend is just getting started and its power over food and beverage is only going to grow.