In recent years, consumer interest in the digestive health sector has increased, resulting in fiber and probiotics becoming a hot topic in the beverage industry

In recent years, consumer interest in the digestive health sector has increased, resulting in fiber and probiotics becoming a hot topic in the beverage industry.

"As modern consumers increasingly look for ways to actively support their short - and long-term overall health, digestive health is coming to the fore." 76% of global consumers recognize the link between digestive health and overall health. 68% of global consumers say they are interested in products that address digestive health issues. At the same time, consumers recognize the importance of gut bacteria and how it can help achieve physical and mental health goals, especially as consumers focus more on balanced health."

Improved digestion is one of the most important health benefits that consumers seek when they consume.

"As consumers learn more about the gut microbiome and its role in overall health, their interest in digestive health is on the rise. Research by FMCG Gurus found that nearly 80 percent of consumers recognize this connection, up 10 percentage points since 2018. With this in mind, it's no surprise that high fiber is one of the most desirable labels for consumers to see on product labels."

Experts say fiber claims on packaging can give beverage manufacturers an advantage. "Since the digestive system is involved in 70 percent of our immune system, it's important to have a healthy digestive system. More and more consumers are waking up to the fact that beverages are an easy way for them to get active ingredients that support digestive health. The more easily accessible information about fiber on the packaging, the better, as this helps consumers make purchasing decisions. Manufacturers who can put nutrition and health claims on the front of the package have a distinct advantage."