Digestive health diversifies – gut health as a holistic approach
Digestive health has moved far beyond digestion alone. Today, consumers increasingly see gut health as a foundation for overall well-being.
It is now linked to:
- Vitality and overall wellbeing
- Sleep and energy
- Immune function and resilience
The rise of the term “fibermaxxing” on social media reflects this shift. Fibre is no longer seen only as a digestive health ingredient, particularly among younger and more health-engaged consumers. It is increasingly associated with everyday well-being and preventive nutrition.
As awareness grows, gut health is evolving into a central health platform rather than a specialised concern. Consumers are starting to see digestive health as something that supports how they feel, think and function every day, making it relevant across many categories.
44%
of consumers globally agree with: “When I improve my gut health, I notice benefits in areas like energy, skin, or immunity.”
77%
of consumers globally say they are (extremely) interested in fibre.
Listening to your gut feeling:
“If your gut isn’t feeling good, then you don’t feel good and that can impact work, life and relationships. I believe a healthy gut leads to a longer life.” (UK)
“It is very important to keep the gut healthy, because if it is not healthy we will not get the nutrients from the food. I keep it healthy by eating natural fibres.” (Mexico)
“The gut is an important factor for health… What we consume will affect our health in the future, so I should be able to choose foods that are good for my gut health.” (Indonesia)
Delicious microbiome momentum concepts
Good inside bar
Here’s a cereal bar full of flavour, fibre and function. Its recipe is reduced in sugar, while the prebiotic fibre adds up to the recommended daily intake and keeps your gut in balance. That’s gut stuff!
Keep your belly in balance
Balance in a bottle! Stay hydrated with Coconut Breeze while enjoying naturally sourced plant fibres for your digestive wellbeing. Supporting your gut while savouring a delicious coconut flavour has never been so easy!
Nourish your day
Wellbeing starts with everyday choices.Combining dairy protein, prebiotic fibre fromchicory root supporting gut health andPalatinose™ for balanced energy release,this yoghurt delivers both great taste andpurposeful nutrition. It’s a delicious way tonourish your day.