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CATEGORY BREAKDOWN

GUT HEALTH DRINKS

Take a look at what’s happening in the Gut Health Drinks category with our global insights, opportunities and our predictions for the future.

šŸ“™ CATEGORY SNAPSHOT

The Gut Health Drink category is growing at a fast rate, likely thanks to COVID-19 and general gut health worries. More people are wanting to make a change to their diet and boost their immune system.Ā 

  • The global category value is expected to reach around USD 31.4 billion by 2029Ā 
  • Thereā€™s more opportunity for sugar-free and/or dairy-free gut health drinks in the market
  • Gut health products arenā€™t just limited to drinks, but potentially foods as well

šŸ“ŠĀ Ā THE NUMBERS

  • Gut Health Drink Category ValueĀ 
    • Global: $16.1 billion in 2021
    • US: $8.4 billion in 2022
    • UK: Ā£1.4 billion in 2023
    • EU: $12.4 billion in 2022

    • Ā 
  • Gut Health Drink Forecasted Growth / CAGR
    • Global: $31.4 billion by 2029 / CAGR of 8.70% from 2022-2029
    • US: $16.4 billion by 2030Ā  / CAGR of 13.5% 2023-2028Ā Ā 
    • UK: Ā£1.7 billion by 2028 / CAGR of 3.62% 2023-2028
    • EU: $18.3 billion by 2027 / CAGR at 6.1% 2022-2032

āŒ›ļø CATEGORY LANDSCAPE

  • COVID-19 set off a health-awareness changeĀ – more people are becoming aware of how the foods and drinks they consume impact their general health and immune system. There is a larger desire than ever to eat natural ingredients and maintain good gut health.

    Ā 

  • This is reflected in sales – with the Gut Health Drinks category growing quickly. Global sales are expected to reach more than $30 billion by 2029. The growth could be fueled by a worry of poor diets, incorrect food consumption or gut health problems.

    Ā 

  • In FMCG Gurus – Ā Probiotics Survey 2022, 7 out of 10 surveyed said they had used a probiotic product to boost their immune system.

    Ā 

  • Asia is the – current dominant country when it comes to the probiotics and gut health drinks market. Itā€™s thought that the first probiotic drink originated from Japan in 1930, and the popularity of such consumables has only grown.

  • The Gut Health Drinks market – can be segmented into dairy-based varieties and plant-based varieties. Itā€™s also segmented by flavour.

šŸ’”Ā WHAT’S IN STORE FOR GUT HEALTH DRINKS?

  • An increase in the variety of gut health drinks – more flavours than ever before and with a wider variety of ingredients. Brands have the opportunity to experiment with both.

    Ā 

  • More dairy-free options – currently, those who are dairy-free might struggle to find a probiotic drink that they can have.

    Ā 

  • An opportunity to replace general carbonated drinks – like Coca Cola and sparkling water, with fizzy gut health drinks instead. Itā€™s a small swap for the consumer that could benefit their gut health.

    Ā 

  • A growing popularity – for ā€˜on the goā€™ probiotic drinks

šŸĀ  SOME CATEGORY PLAYERS

šŸ”®Ā  3 PREDICTIONS

  1. More probiotic options available for – children and young adults to protect their gut health and improve their overall microbiome. There is a rising tide of demand and itā€™s backed by science, which is becoming more mainstream.

  2. Future products may not just be limited to – drinks but to foods too, particularly if itā€™s possible to create a heat-resistant probiotic that doesnā€™t kill the bacteria. Ice cream may be another option, marketed as more of a ā€˜treatā€™ thatā€™s also beneficial for your gut.

  3. More specialised probiotic drinks depending on – the problem a consumer is experiencing. One product might aim to improve the skin, another might help with bloating, etc. It would be a more targeted approach instead of generalised.

šŸŒˆĀ Ā 3 OPPORTUNITIES

  1. Offer a subscription service for – the people who regularly consume a gut health drink. It can be pre-delivered so they never run out.

  2. A reduced-sugar product – many gut health drinks have added sugar, or naturally contain a lot through the fruits theyā€™re made from. There may be a gap in the market for a sugar-free or reduced-sugar drink.

  3. A combination food and drink plan – provide the gut health drinks but also advise a bespoke diet based on the consumerā€™s gut problems. Encourage them to take the drink while also suggesting other dietary changes they can make.

All data is correct at time of writing.Ā 

BRAND SPOTLIGHTS

Check out some of our Brand Spotlights in theĀ Gut Health Drink category!

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