1. How to build and maintain good gut health
In theory, we want good gut health, but what does that look like in practice? A few key ways to improve gut health and maintain a healthy gut microbiome include:
- A diet with a variety of fiber-rich foods like fruits, vegetables and whole grains
- Proper sleep and exercise
- Reduced intake of processed foods, sugar, and alcohol intake
- Providing prebiotics through diet that help healthy gut bacteria flourish
Diet is at the top of our list for a reason. Eating a diverse diet filled with fruits, vegetables, and whole grains is one of the most important ways to support a healthy gut microbiome.
That’s because fruits and vegetables contain critical dietary fiber. Not only does the dietary fiber help improve digestive health, but it also protects and carries antioxidants called polyphenols that are uniquely bonded to fiber intact to the gut.1
Dietary fiber and fiber-bound polyphenols also act as prebiotics, which can help improve overall healthy bacteria abundance and diversity.
Once in the gut, dietary-fiber bound polyphenols are slowly fermented in the colon, where they release “several bioactive and absorbable metabolites” known as postbiotics.1 This leads to a positive impact on the gut microbiota and overall gut health.
2. What consumers are looking for in their gut health support products
- Convenience
- Gentler forms of fiber that don’t lead to harsh side effects
- Clear communication about gut health benefits
It’s easy to say just eat more fruits and vegetables for better gut health. But for many consumers, that’s hard to do in practice, especially given the amount of time it can take to shop for and prepare fruits and vegetables. So, we’ve put convenience at the top of the list of what consumers are looking for in gut health products.
Convenience
Innova Market Insights reports that a desire to eat more fruits and vegetables is driving convenient food choices. When asked if they have bought any convenience products in the last 12 months, 8% of respondents reported purchasing more prepared vegetables and, 9% reported purchasing more prepared fruits.
We anticipate that the desire for convenient products with multiple benefits will continue to grow as consumers look to address their gut health concerns.
Gentler Forms of Fiber
Consumers are also looking for gentle forms of fiber that won’t negatively impact their everyday routines.
According to Brendan Kesler, Research and Innovation Director at FutureCeuticals, “Typically, isolated fibers that are not a part of the standard human diet can have harsh, laxative side effects. Fiber from common fruits and vegetables, on the other hand, can work more gently and naturally. You really are what you eat! The body produces digestive enzymes and bacteria in response to our dietary habits. So, we believe getting our fiber from food sources instead of isolated sources outside of our diet will create a more gentle fermentation experience.”
Clear Communication
Last, consumers are looking for clear communication about gut health benefits. According to Innova, 67% of survey respondents stated that it’s important to them to be informed regarding healthy foods and nutrition.2
3. How you can develop products that help consumers achieve their gut health goals
- Use familiar ingredients from real, wholesome, nutrient-dense foods
- Formulate with convenience in mind
- Educate and clearly communicate about your product’s gut health benefits
Consumers know eating more fruits and vegetables will support their gut health. Mintel reports that 49% of consumers are trying to eat more produce to include more fiber in their diet.3
Using familiar ingredients from real, nutrient-dense foods will appeal to your customers who don’t want to sacrifice authentic, wholesome ingredients for convenience. For example, dried fruit and vegetable powders and pieces where nothing has been removed but moisture can be ideal for easy-to-eat gut health support products.
Speaking of convenience, finding ways to incorporate the benefits of dietary fiber into on-the-go products is a great way to appeal to gut-health-conscious consumers. Include dietary fiber from fruits and vegetables into products like yogurt, ready-to-mix smoothies, and functional bars, among others, to help your customers overcome any dietary fiber consumption barriers.
Last but certainly not least, be a teacher. Dietary fiber and food sources of prebiotics can significantly impact health, giving product developers and marketers the opportunity to educate and communicate on packaging and in marketing content.
Take advantage of your communication platforms and spread the word to your customers that maintaining good gut health isn’t as challenging as it sounds. Just a bit of effort can have a big gut health impact.
You have influence! With the right product and communication, you can help make healthy eating easier.
