The following is a closer look at a trend called Gut Health from quench’s 2025 Food & Beverage Trends report. Visit the Trends page on the quench website to request a customized presentation of the report for your brand’s team.
Health isn’t just about how you look—it’s about how you feel. And increasingly, it all starts in the gut.
Digestive wellness has moved beyond yogurt cups and kombucha bottles. In fact, today’s consumers—especially Gen Z and Millennials—are reaching for everything from probiotic granola to gut-friendly coffee and even ice cream laced with prebiotics. Why? Because they’re making the connection: a healthy gut supports immunity, mood, energy, and even clearer skin.
This isn’t a fringe wellness trend anymore—it’s foundational. The gut microbiome is now seen as a gateway to whole-body health, and shoppers are embracing ingredients that help them feel balanced, energized, and resilient. For this reason, fermented foods, plant fibers, and science-backed strains of probiotics are showing up across the grocery aisle in formats that are tasty, familiar, and far from clinical.
Consumers are curious and open-minded, willing to try new things if it means supporting their wellness routines. And they’re hungry for transparency. They want to know how a product aids their digestion, which strains it includes, and why it works. So, clear communication and real functionality go a long way in earning trust.
Gut health isn’t just about fixing a problem anymore—it’s about fueling daily vitality. And for brands, that’s a powerful proposition.
NEXT STEPS FOR BRANDS
Incorporate gut-supporting ingredients like probiotics, prebiotics, and fiber into products that feel fun and approachable—not medicinal. Moreover, educate consumers with simple, benefit-focused messaging and clear ingredient callouts. And don’t be afraid to get creative with formats—snacks, drinks, and even indulgent treats can all carry a functional edge. Wellness should feel good in every bite.
