Loading tweets...
Insight by Gama Compass
MANCHESTER – 22nd July 2025: Consumer concern about the impacts of dietary choices on digestive health is sparking a notable rise in food and non-alcoholic drink launches that boast ‘gut-friendly’ benefits, the latest insights from Gama Compass reveal. The findings reflect a growing consumer perception of food and drink as central to overall health and wellbeing, with gut health – especially amid increasing awareness of food allergies and intolerances – playing a key role in that perception.
Read this Insight by Gama Compass in the next issue of Gama News.
Since the start of 2024, more than 1 in 20 new food and drink products tracked by Gama Compass have featured a gut health-related claim or ingredient. By comparison, only about 1 in 50 launches were positioned this way in 2018/19, and just over 100 products in 2014/15. The trend is especially strong in non-alcoholic beverages, where nearly 10% of launches are positioned for gut health, compared to just over 4% for food products.
Dairy & dairy alternative drinks and dairy foods – long associated with gut health due to their probiotic cultures – remain pivotal, with 17% and 9% of launches in these categories featuring gut health-related positioning, respectively, since 2014. However, the spread of such claims across a much broader range of categories is testament to a trend that is increasingly entering the mainstream.
“As with the plant-based and high-protein trends, alongside which it has risen in parallel, digestive health has evolved into a symbolic marker of physical wellbeing”, commented Gama insights director Tom Warden. “It embodies the broader ‘free from’ ethos and highlights how consumers increasingly view health-related product claims not just in scientific terms, but as part of a more holistic sense of wellness and dietary virtue”.
Source: Gama Compass
About Gama Compass
Take a more informed approach to product strategy, increase profitability and reduce costly mistakes with Gama Compass, Gama’s premium subscription service for the FMCG sector.
Developed with the industry’s leading names, Gama Compass offers powerful insights that allow you to unlock new opportunities and streamline your innovation pipeline.
To learn more about Gama Compass, contact Tom Warden, Gama insights director, at info@gamaconsumer.com.
About Gama
Gama is a global provider of business information and services specializing in product innovation and international trade. Through our worldwide network of over 100 experts in more than 50 countries, we offer high-quality news, research, analysis and partnering services. We deliver actionable insights, enabling you to make more informed decisions and supporting you to unlock new business opportunities.
– ENDS –
