The global digestive health supplements market size was estimated at USD 8.67 billion in 2018 and is anticipated to expand at a CAGR of 8.8% during the forecast period. Favorable outlook toward medical nutrition on account of rising prevalence of digestive diseases coupled with the rising number of weight management programs is expected to propel the growth. Growing health awareness has resulted in increasing per capita expenditure on digestive health supplements in the developed markets. High prevalence of digestive disorders in Japan, U.S., and several European countries is anticipated to further fuel the product demand.
Factors, such as changing eating habits and increased consumption of high-sodium foods are likely to contribute to high prevalence of gastrointestinal disorders in the developed, as well as emerging economies. This factor is anticipated to boost the sales of digestive health supplements in near future.
Regulatory agencies demand scientific support and documented health effects before approving the claims made by companies. There have been cases of conflicts between the industry participants and regulatory agencies over such claims. Moreover, the need for different claim approvals for different countries, is expected to restrain the market growth over the forecast period.
Asia Pacific is expected to expand at the fastest CAGR of 8.7% over the forecast period. Increasing geriatric population coupled with the growing demand for digestive health products is expected to drive the regional market growth. Manufacturers focus on product innovation, incorporating sustainability measures, and providing human clinical trials and claims to gain greater customer base.
Rising consumer awareness regarding gut health is anticipated to boost the probiotic segment of the digestive health supplements market. Rising preference for supplements for controlling the healthcare costs, is also projected to bode well for the segment growth. Introduction of new delivery forms, scientific evidence to support the claims along with increased consumer awareness is expected to fuel the sale of probiotic supplements.
Fulvic acid replenishes the body with naturally occurring soil-based organisms which help improve the immune system response. These organisms are beneficial for the treatment of insomnia, allergies, fatigue, and chronic illnesses. The supplements are effective for the treatment of Small Intestinal Bacterial Overgrowth (SIBO), Irritable Bowel Syndrome (IBS), leaky gut, chronic constipation, and diarrhea. These factors are anticipated to boost the demand for fulvic acid over the forecast period.
The multi-functionality of digestive enzymes coupled with the growing demand of enzyme cultures from the food and beverage industry is expected to enhance growth of the digestive enzyme segment in near future as enzymes help in replacing the damaged enzymes in the body, which results in lowering the digestive problems.
Government initiatives in healthcare infrastructure development along with favorable policies are anticipated to drive the demand for OTC digestive health supplements. Market participants focus on improving the functionality of these supplements through product development and ingredient innovation, which in turn is anticipated to surge the demand over the forecast period.
Pharmacies and drugstores segment is anticipated to register a significant CAGR in spite of the external competition and stern regulations. Rise in geriatric population along with an increase in the prescribed supplements by medical practitioners is projected to create opportunities for drug stores and pharmacies in near future.
Strict government regulations along with less awareness about OTC drugs is anticipated to create opportunities for prescribed supplements over the forecast period. Rising R&D expenditure coupled with private and public sector funding is expected to boost the demand of digestive health supplements in the forthcoming years.
Awareness regarding the side effects of harmful chemicals coupled with rising popularity of organic ingredients is anticipated to drive the demand for powdered supplements over tablets and capsules. Hence, manufacturers are manufacturing powders that can be added to any drink or smoothie to gain all the benefits of the pills. This factor is anticipated to create growth opportunities for the manufacturers in near future. Powdered supplements are absorbed faster than pills, allowing the body to start reaping the health benefits as quickly as possible. All these factors are projected to drive the growth of digestive health powder supplements over the forecast period.
Growing demand for clinical nutrition products owing to rising awareness regarding prevention of malnutrition is expected to encourage nutraceutical manufacturers to develop liquids and syrups. The segment is anticipated to register the fastest CAGR over the forecast period. Liquid supplement particles are around 6000 times smaller than human cells, which enables the highest absorption of nutrients. They are highly effective and hence, are required in smaller quantities compared to the traditional pills. The product is also cost-effective compared to other products, which is expected to further boost the segment growth.
North America is expected to continue registering significant demand for digestive health supplements over the forecast period. High prevalence of obesity, digestive disorders, and lifestyle-related diseases on account of the poor eating habits and high consumption of processed, high-sodium, and ready-to-eat foods, is expected to drive the demand.
Many manufacturers are stepping up their efforts to increase their scale of operations within the developed regions such as North America and Europe. Rising consumption of of probiotic supplements among middle-aged adults is expected to favor the growth of the probiotics segment over the forecast period.
Asia Pacific is anticipated to witness high demand for digestive health products as key participants adopt strategies, such as the introduction of their brands in untapped economies of South East Asia. China, Japan, and India are among the largest regional markets for digestive health supplements, owing to the presence of a large consumer base. Rising product demand from countries, such as Japan and Australia is expected to strengthen the regional market growth over the forecast period.
Manufacturers focus on understanding consumer patterns to serve the changing demand patterns among millennials. The companies have started investing in the packaging and ingredient upgrades depending on whether the point-of-purchase is a club warehouse, natural specialty stores, or smartphones and computers. Manufacturers are creating omnichannel strategies to find out the products consumers are willing to spending their money on. Product marketing also differs on the basis of the channels used (online or offline) and the strategies are made accordingly.
Leading manufacturers focus on providing new products by investing in R&D and technological advancements, to provide superior quality products at affordable cost. The competitive landscape of the industry is characterized by the presence of various global and regional players. The key market participants include Amway, Bayer, Herbalife, Pfizer, NOW Foods, and Royal DSM.
Base year for estimation
Actual estimates/Historical data
2014 - 2017
2019 - 2025
Revenue in USD Million & CAGR from 2019 to 2025
North America, Europe, Asia Pacific, Central & South America, Middle East & Africa
Revenue forecast, company share, competitive landscape, growth factors and trends
U.S., Canada, Mexico, Italy, Germany, U.K., France, Spain, Sweden, Netherlands, Denmark, China, India, Japan, Hong Kong, Singapore, Australia & New Zealand, Brazil, South Africa and UAE
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This report forecasts revenue growth at global, regional, and country levels and provides analysis of the latest industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the global digestive health supplements market report based on product, form, distribution channel, and region:
Product Outlook (Revenue, USD Million, 2014 - 2025)
Form Outlook (Revenue, USD Million, 2014 - 2025)
Distribution Channel Outlook (Revenue, USD Million, 2014 - 2025)
Supermarkets/ Hypermarkets/Food Stores
Drug Stores & Pharmacies
Regional Outlook (Revenue, USD Million, 2014 - 2025)
Australia & New Zealand
Central & South America
Middle East & Africa
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The demand for nutraceuticals & functional foods is expected to witness an upward surge owing to consumers opting for immunity boosting supplements during the COVID-19 pandemic. Furthermore, a decline in the consumption of poultry, meat and seafood products across the globe is expected to increase the demand for plant and animal-based protein supplements in the near future. The report will account for Covid19 as a key market contributor.