Educational Resources
For consumers, digestive health can be confusing, with many non-professionals touting products and purported benefits. An online roster of the top 60 U.S. online influencers in probiotics, for example, included doctors and nutritionists as well as self-proclaimed workout and health food gurus (https://www.influencer-hero.com/top-influencers/top-60-probiotics-influencers-in-the-us).
“Digestive health isn’t easily understood,” said Jennifer Nadelson, senior director marketing and category lead, digestive health, Haleon. “There’s lots of content and misinformation.”
Probiotics can be particularly baffling. “People still don’t understand what they’re supposed to do,” said Chris Czech, senior director of sales, Nature’s Way. “They’re tough to shop. Information on how much live culture products contain is confusing. Many people want a quick fix. It takes 30 days for products to work.”
Digestive health requires comprehensive education by professionals. “Social media is definitely a key piece,” Nadelson added. “We lean into influencers who have credibility in the scientific space and the roles products play, like medical professionals, dieticians and nutritionists.”
Some suppliers are initiating proprietary educational programs. Last summer, Nestle Health Science launched www.glp-1nutrition.com, a nutrition support platform that talks about weight loss medications like Ozempic and Wegovy. It discusses specific digestive health products and how fiber and prebiotics promote gut health and support digestive comfort during weight loss. It also explains micronutrients and offers articles by medical professionals.
“The market for anti-obesity medications is expected to expand, with a substantial increase in numbers of users over the next decade,” Brian Groves, President, Lifestyle Nutrition, Nestle Health Science US. “Nestlé is leveraging its expertise in nutrition and health to position itself in the GLP-1 market. This involves developing products that support weight management and overall health, ensuring that consumers have access to a holistic treatment approach.”
Online awareness, coupled with young adults’ interest in natural products, is furthering the category’s growth in traditional channels. “It’s definitely getting bigger in mass,” said Lou Machin, president, Lifelab. “Gen Z is very interested in organic products. Millennials almost equally. They want safe products without dyes and artificial ingredients.” Added Chuck Tacl, senior advisor of customer and trade relations, Mason Vitamins, “social media is driving digestive health interest among younger generations. There’s more awareness of what’s going on in the gut among millennials and Gen Zers.”
Digestive health supplements, particularly those with natural ingredients, have historically been the bastion of health-oriented retailers, not mass, grocery, drug and club. “In Whole Foods or Fresh Thyme, you’ll see 50 probiotics,” said Tacl. “There’s fewer in mainstream channels.” Tacl noted that regional grocers like Hy-Vee, Meijer and Wegman’s in particular “are doing more from an assortment standpoint.”
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