Developments in Digestive Health

Distinct customer segments are purchasing different products for their digestive health needs, while keeping an eye on specific ingredients

By Patrick Williams

In the more than three years since the arrival of the COVID-19 pandemic, digestive issues have become more common.

Studies show that digestive health can be influenced by various infections, mental stress, diet and lifestyle changes. Companies in the digestive health space are aware, expanding medicine and supplement options to address gastrointestinal problems for multiple demographics. At the same time, baby boomers are dealing with age-related digestive problems or hoping to stave them off.

Growing categories in the digestive health space include those that address chronic conditions, such as simethicone for gas and bloating and antacids for heartburn, said entrepreneur Noah Kraft. He and his brother, Lucas Kraft, co-founded Wonderbelly, a clean digestive health medicine company with an antacid product line.

“The pandemic and sedentary work from home has been a big factor,” Noah said. “There are articles that say that even COVID has had some sort of effect on our digestive health systems. But there’s definitely growth in people either needing more chronic help, or more specifically, now knowing that there are options.”

As consumers gravitate more toward clean food and beauty and wellness products, there is an opportunity for the digestive health market to provide them with clean medicine, Noah said.

That type of product demand has shaken out in focus groups conducted by Lifelab Health, a maker of organic and natural products. “It’s pretty consistent,” said Louis Machin, managing director of consumers. “They want a better, healthier, better-foryou product without added dyes, chemicals, ingredients.”