In 2023, many alternative brands across the health, beauty, and wellness sphere added digestive supplements to their product portfolios, aligned with the ongoing trend of category blurring, all united under a “health halo”. New 2023 entrants to the ingestible beauty space included clear skin probiotic supplements from Codex Labs, which delivers key antioxidants and anti-inflammatory ingredient strains to the gut microbiome, and seeks to balance hormone production for oily and acne-prone skin.
According to 2023 research by MDVIP, a network of physicians that practices preventative and personalised primary care medicine, about two thirds of US consumers currently suffer from digestive health issues, such as flatulence, bloating, indigestion, and abdominal irritation. The trajectory of increased gut challenges faced by consumers after COVID-19 is further supported by Euromonitor International’s Voice of the Consumer survey, which indicated a 7% jump from 2019 to 2023 in US respondents who reported experiencing upper digestive tract issues, and perceived them to severely impact their current health.
Self-managing digestive problems via changes to lifestyle and diet is expected to gain traction over the forecast period, thanks to social media insights from “healthfluencers”. Online lifestyle content creators are encouraging the consumption of fermented foods, for instance, as they contain a high level of probiotics, have a long shelf-life, and are often considered to be “super foods”, with multiple benefits, such as boosting immunity, improving the gut barrier, and leading to higher cognitive function.
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Understand the latest market trends and future growth opportunities for the Digestive Remedies industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Digestive Remedies
Includes remedies designed and marketed to treat gastrointestinal problems.
See All of Our DefinitionsThis report originates from Passport, our Digestive Remedies research and analysis database.
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