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Back to Basics: Digestive Health Supplements on the Rise

Industry by Rosemary Tambini on April 12, 2021

Back to Basics: Digestive Health Supplements on the Rise

“Listen to your gut,” they said. And they were right all along. From a test question to digestive health, this tip rings true in so many ways. But today we are focusing on how more and more people are paying closer attention to what their gut is trying to tell them about their digestive system and how that tuning in is impacting the digestive health supplements market.


Here’s something: over the past five years, the number of Google searches for “Gut Health” has more than quadrupled as of December 2020. This increase corresponds with consumers’ raised awareness of ingredients that aid in digestive health and their willingness to take supplements such as probiotics.

According to Kevin Krail, business development manager of Marinova Pty Ltd., Australia, “recent market research indicates that nearly half of all consumers now believe that a healthy gut is key for overall wellbeing, and in the U.S. alone the digestive health market is reported to have nearly tripled in size over the last decade.” Consumers’ proactivity and interest should be a HUGE HINT that now is the time for your brand to enter the digestive health realm.


During the pandemic, consumers have come to understand there are two types of bacteria: good and bad. They have also understood that the gut can be balanced with the help of anti-inflammatory phytonutrients, prebiotics, and probiotics. Taking such supplements can help reset and build a stronger digestive system, which you may choose to claim on your label.


With postbiotics gaining traction as well, consumers will soon be looking for ingredients that go beyond the pre- and probiotic properties. Postbiotics include microbial cells, cell constituents, and metabolites. They are formed during a fermentation process, when probiotics consume prebiotics. Postbiotics provide you something new to list on your label that is science-based and helpful for gut and immune health. In an ever-evolving, highly competitive market, your private label brand could maximize its success with something as simple as a new ingredient. Speaking of maximization, it has also been discovered that a certain strain of Bacillus coagulans may help regulate immune system responses in children… pointing to only more potential for your private label supplements and the chance to cast a wider net over target consumers.

The Design Degree

Makers Nutrition has seen a shift in client attention to detail. Our clients understand the value in quality packaging and label design. If a consumer must choose between two products with virtually the same ingredients, chances are they will go with the more attractive exterior. Trust us, it makes a difference. While we are manufacturing your private label dietary supplements, our expert graphic designers will be working diligently on a new or current design you have in mind. Unlike pushy third-party graphic designers, ours welcome your input and ideas. We go above and beyond to achieve absolute client satisfaction. Call us for more information at 1-844-625-3771.


  • Lisa Schofield. “Something to Chew On: Revitalizing the Digestive Health Category.” Nutrition Industry Executive, Jan./Feb. 2021, pp.26-30.
  • John Quilter. “Demand for Digestive Health Solutions Continue to Rise.” Nutrition Industry Executive, Jan./Feb. 2021, pp.39-40.

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