Gut-Health Market to Reach $500M by 2015

The U.S. digestive-health category is currently valued at $265.9 million and will grow to $495.3 million by 2015-a 13.2% growth, predicts a new MarketsandMarkets report.

In particular, prebiotics and probiotics are growing at double-digit rates. The enzyme market is also expanding, albeit at a slower rate.

U.S. consumers are still gaining awareness of probiotics, although awareness is growing. U.S. consumption of gut-health products is largely focused on dietary supplements, while in Europe, where awareness is higher, probiotics are often consumed through functional foods such as dairy and other food and beverage products.

Among the report’s highlights:

·      In 2010, the total U.S. market for digestive-health ingredients was valued at $265.9 million, with an annual growth rate of 18.3%.

·      In 2008, digestive health was ranked highest in the Mellentis Top 10 Trends for food, nutrition, and health.

·      The International Food Information Council’s survey found that 77% of consumers worldwide are actively trying to add fiber to their diets.

·      Products for gut health have traditionally been more popular in Europe than in North America, but the trend is changing as North Americans embrace the idea of boosting digestive health through supplements and food and beverages.