The digestive health renaissance: the growing demand for gut support. Gut health is shifting toward becoming a foundational pillar in the supplements landscape, where rising consumer education, attention to fiber, and the emergence of GLP-1 companion products are driving growth. Digestive health is increasingly a driver of overall wellness and is playing a more important role in integrative health. During this year's State of Supplements at Natural Products Expo West 2026 (Expo West), Scott Dicker, senior director of market insights with SPINS, noted that digestive health is among the top 5 health focuses among market growth categories. Digestive health is also among the top 3 health goals when purchasing supplements. A few factors are driving the increase in interest in this category: consumer agency in health choices, increased awareness and access to ingredients, and the influence of GLP-1 medication use. Rise in consumer agency in wellness. One trend noted by Nick McCoy, CEO of Whipstich Capital, at this year's State of Natural and Organic presentation during Expo West, is the rise of the consumer as the "CEO of their own health care." This shift in models of health involves the consumer taking direct agency over their diet and bodies, McCoy explains, removing, for example, a nutritionist as the primary provider of health recommendations and supplements. One tool used by consumers is the wearable health tracker. According to McCoy, 36% of US adults use a wearable, and individuals taking a GLP-1 drug are 1.6 times more likely to use wearable tech. The wearables, along with biomarker tests and AI analysis of data, provide the user with continuous measurement, affecting their health choices by enabling adjustments based on real-time data. "If you look at NIQ data, GLP-1 users are 23% higher in eating protein, they're 68% higher in supplement usage, and 49% higher in eating whole grains, looking for the fiber," says McCoy. "So that's great data supporting that when you make a choice like this, you are going to think about your food." As consumers take more direct charge of their health, their diets become a larger focus. In addition to consumers feeling they have more agency over their health, they also have a growing perception of the importance of digestive health, said Erica Craft, market research analyst, Nutrition Business Journal, during the State of Supplements. "[Digestive health] really is increasing in awareness with consumers, as it's positioned as a foundational pillar in health - a lot of our problems start within the gut. Education is becoming clearer and more apparent, [with the category] growing at around 6 and a half percent." She also highlighted the ingredients in the category, noting the production of fiber gummies. One of the main ingredients driving growth in the digestive health category is fiber, with others also showing interest and promise for innovative solutions. Fiber is becoming more front and center in the minds of US consumers, explained Kathryn Peters, head of industry relations with SPINS, LLC, during the State of Natural and Organic presentation. "Fiber, unsung hero, we know this is the biggest gap in American diets, and there's a gap in awareness, so there is going to be a significant fiber focus as we go forward," she stated. A study published in Frontiers in Nutrition in 2025 noted that 97% of men and 90% of women fall short of the recommended daily dietary fiber intake, which is associated with an increased risk of multiple diseases, including obesity-related complications.[1] According to SPINS data, in the 52 weeks ending November 30, 2025, fiber in the natural enhanced channel of the digestive health category increased 8.9% to reach $2,387,013. As Craft explained, fiber has been increasingly growing as a trend in 2025. She highlighted the market growth of fiber, as well as probiotics, prebiotics, and symbiotics, and noted a GLP-1 daily support fiber product from Vital Nutrients as a product of note. "I think more consumers are becoming aware of fiber...and you have that GLP-1 usage on top of that, really leading into that trend." The influence of GLP-1 medications. The rise in the use of GLP-1 medications has proven to be a significant driver of consumer nutrition and supplement choices, with signs of continued growth. The connection between digestive health and the use of medications by millions of individuals was highlighted at the State of Supplements, particularly the role of fiber. GLP-1 users can experience GI distress from the medication, and therefore turn to digestive health ingredients for support. As Sharon Leite, CEO of the Vitamin Shoppe, explained in a panel discussion, even though fiber has been around for a while, it shows promise for continued growth. "I think fiber is going to be the next big trend that we see in the industry," she states. "Based on what's happening with the consumer, because of what's happening with GLP-1s and the way that it's digested, and all the things that are needed there, you're starting to see that trend." Beyond fiber, probiotics are also a popular choice. Kerry's (Naas, Ireland) BC30 Bacillus coagulan probiotic, for example, offers digestive support and protein absorption advantages. "That is such a crosshair of what a GLP-1 user needs because there are [adverse] effects that affect your gastric digestion, and they need really high protein since they're losing a lot of [weight and muscle mass from] not eating as much," said. Due to these benefits, BC30 may also improve patient adherence to GLP-1 medications, contributing to their success. Postbiotics are another potential ingredient that consumers may gravitate towards, given their versatility. Kerry's Plenibiotic offers many benefits while also being rather format flexible, Kinsella explained. "[Postbiotic] is not necessarily in the consumer vernacular right now, but it's certainly coming," she says. "What's great about it is that it has skin health benefits as well as digestive support benefits." The probiotic meets the growing consumer need for ingredient stacking and can be formulated into a shelf-stable beverage, she added, highlighting its application options. AKK Probio, an Akkermansia ingredient from Maypro, launched at SupplySide Global 2025, can also support gut health for those on GLP-1 medications. "If you are taking semaglutides, AKK Probio can help support GLP-1 responsiveness, healthy blood sugar regulation, body composition improvements, and overall metabolic wellness," explained Lauren Clardy, senior director, scientific Affairs and strategy at Maypro, in. Consumers can choose between a probiotic and a postbiotic, and both formats have their advantages, Clardy explains. While the live form is added to capsules, the postbiotic can be added to foods, gummies, a bar, or coffee, for example, and is shelf stable. Other ingredients, such as Digexin from NXT USA, work through a different mechanism to support digestive function for GLP-1 users experiencing gastrointestinal issues. In an interview with Nutritional Outlook, Todd Runetad, chief storytelling officer at NXT USA, explains that GLP-1 medications affect the brain, reducing the "food noise" that tells people to eat, and Digexin works on peristalsis, the movement of food through the digestive system. "[Digextin] has okra, which hydrates and lubricates the GI tract to get things moving," he explains. "It has winter cherry, which cuts cortisol levels by 44% and elevates serotonin. It's really that gut-brain axis ingredient in motion, it's a bi-directional feedback loop that makes you happy in the head, and it makes you happy in the gut." Conclusion. In looking at the forces shaping the future of supplementation, Jack O'Leary, Director, eCommerce Thought Leader with NielsenIQ, explained that a "convergence of food and supplementation" is occurring in key areas such as digestive health, which is growing at a 9% year-over-year dollar growth rate in the US. Digestive health is increasingly recognized and invested in as a core factor in overall health. As consumers become more aware, informed, and agents of their wellness, more interest and growth may be on the horizon in the industry. * Lai S, Zeng Y, Lin G, Li Y, Lin Z, Ouyang X. Association between dietary fiber intake and obesity in US adults: from NHANES 1999-2018. Front. Nutr. 2025;12:1602600. doi:10.3389/fnut.2025.1602600

SPINS, a leading CPG data and insights provider, has acquired MikMak, a global commerce intelligence and omnichannel orchestration company. The deal expands SPINS' capabilities in shopper engagement across physical, digital and emerging AI-powered commerce channels. The acquisition addresses the growing complexity of consumer purchasing journeys, which now span social media, digital platforms and in-store experiences. With the rise of agentic commerce—AI agents that provide recommendations and facilitate purchases—brands face increasing pressure to deploy marketing resources strategically across multiple touchpoints. SPINS CEO Jay Margolis noted the company has been converting online buyers into offline purchases for over a decade, but modern shoppers present new challenges. The acquisition aims to help brands navigate this more informed, digital and complex consumer landscape by enabling measurement and engagement throughout the entire buying journey.