NXT USA Consumer Survey Points to Function-Driven Digestive Health Claims

New consumer research commissioned by ingredient supplier NXT USA indicates that digestive-health consumers are placing less emphasis on microbiome mechanics and more on daily, functional outcomes such as comfort and regularity.¹

“The digestive-health industry spends an enormous amount of time talking about bacteria, strains, CFUs, fiber, and the microbiome,” stated Eric Anderson, Managing Director of NXT USA. “Those are important tools. But consumers are reminding us that the tool isn’t the outcome. What they really want is remarkably straightforward: They just want their digestion to work.”

The findings, announced September 8, 2026, follow on the company's presence at Vitafoods Asia earlier that month, where it presented clinical data on several proprietary ingredients.²

What Did the Survey Find?

The data come from the 2026 ITC Insights Digestive Products Survey, which the Industry Transparency Center conducted for NXT USA in April 2026. Respondents totaled 400 U.S. supplement consumers age 18 and up—334 of whom already use digestive-health products, with the remaining 66 describing themselves as open to trying one. For additional context, NXT USA also gathered qualitative input from practitioners and patients in the digestive-health space.

According to the company, 40% of consumers say they continue to struggle with digestive upset despite the availability of probiotic, prebiotic, fiber, and other microbiome-focused products. When asked which term best described their desired outcome, respondents ranked "digestive relief" first, followed by "digestive performance,” with options including digestive confidence, function, certainty, and rhythm rounding out the list. The most commonly cited goals were easier and more regular bowel movements, reduced gas and bloating, and comfortable, predictable digestion. In open-ended responses, consumers described an ideal product as one that "just works" and lets them avoid thinking about digestion altogether.

What Does NXT USA Say the Results Mean for Formulators?

The company frames the results as pointing toward a potential shift in category messaging—from ingredient composition (what a product contains) toward digestive function (how the system performs). NXT USA maintains that microbiome composition remains relevant but argues it is not, by itself, the end benefit consumers associate with digestive health.

“Consumers want to feel normal,” Anderson also added. “They want to avoid surprises. They want less digestive mental load. And they want confidence that their gut will not dictate the course of their day,” said Anderson. “In other words, the best digestive experience may be the one consumers barely notice.”

How Does This Connect to NXT USA's Recent Vitafoods Asia Presentation?

This announcement follows NXT USA's news release for Vitafoods Asia 2026, held September 2–4 in Bangkok, with the company highlighting human clinical research on four proprietary ingredients spanning digestive health, healthy aging, women's hormonal health, and joint support.² Among them was Digexin, NXT USA’s botanical ingredient—a proprietary extraction of okra and ashwagandha—studied for digestive regularity and comfort. The company cited a separate ex vivo study using human colon simulation models, which reported that the ingredient increased production of short-chain fatty acids, including butyrate, without relying on fermentable fiber or live bacteria. The company has described some effects of Digexin as observable within seven days of use. New research on the ingredient examined microbial function.

“We continue to invest in human clinical research that gives formulators meaningful data, practical formulation options, and compelling points of differentiation in categories that matter to today’s consumers,” Anderson stated in the company’s prior news release.

References

1. NXT USA. The Microbiome Isn’t Enough: New Consumer Research Points to a Shift Toward Digestive Performance.September 8, 2026. Accessed September 8, 2026.
2. McEvoy E. NXT USA brings digestive health and NAD+ preservation innovation to Vitafoods Asia 2026. Nutritional Outlook. August 25, 2026. Accessed September 8, 2026. https://www.nutritionaloutlook.com/view/nxt-usa-nad-preservation-digestive-health-vitafoods-asia-2026