As we look ahead to the new year, it’s an ideal opportunity to explore how emerging trends are set to influence the health and nutrition market, and how formulators approach product development.
With demand for gut health solutions continuing to rise, it’s vital that brands can meet evolving consumer needs and create next-generation products that connect with an increasingly engaged health audience. As a result, understanding these shifts in the market – and how they can be integrated into product formulations – will be crucial.
Microbiome awareness reaches new heights
The gut microbiome is moving firmly into mainstream consciousness, as consumers get more engaged with gut health and proactive with their learning. What was once confined to scientific discourse is now a regular topic across media channels, from television features to social platforms.
This heightened awareness is particularly pronounced among younger demographics, with platforms like TikTok, which hosts a dedicated ‘GutTok’ community, driving important conversations around gut health and its connection to overall wellness.
For nutrition brands and their formulators, this represents an opportunity to create products that speak directly to a more educated and proactive consumer base seeking evidence-based solutions for better everyday health. Around the world, the health audience is conducting their own research into products available and the benefits of specific functional ingredients, which puts proven efficacy at the top of the priority list.
Prebiotic fibre takes centre stage
While protein remains a dominant force in nutritional product development, particularly while the sports health category continues to expand, 2025 will likely see growing emphasis on prebiotic fibre intake. This change reflects mounting evidence for the role of prebiotic in supporting overall wellbeing through the gut microbiome. The latest gut health science shows that in addition to gastrointestinal and digestive health, beneficial bacteria in the gut can play a role in numerous non-digestive areas of health, including immunity and cognitive function.
Fibre is an important area of focus in nutrition, and despite its importance, organisations such as the Food and Drink Federation report that consumers are still falling short of recommended intakes. For brands, this creates opportunities to develop products that not only help bridge the ‘fibre gap’, but through incorporating scientifically backed prebiotic ingredients, formulators can build in additional benefits to health and wellbeing.
Ready-to-drink innovation accelerates
The ready-to-drink (RTD) category continues to evolve, with prebiotic beverages emerging as a significant growth area. This format appeals to consumers seeking convenient ways to support their gut health on-the-go. For formulators, success in this category requires selecting ingredients with proven stability in liquid formats – an area where galactooligosaccharides (GOS) particularly excel and where other prebiotic fibres experience challenges via degradation over time.
Scientific substantiation remains paramount
With the global health product market expanding at speed, consumers are rightly becoming more discerning about their health choices. As a result, the importance of scientific backing in product development cannot be overstated.
Today’s proactive health audience seeks products with proven efficacy, making robust research portfolios more valuable than ever. Brands that can demonstrate clear scientific evidence for their products’ benefits will be better positioned to build consumer trust and maintain market share. This is particularly relevant in the prebiotic category, where the strength of scientific validation can be a key differentiator.
Pet nutrition mirrors human trends
The humanisation of pet care continues to influence product development, with pet owners increasingly seeking gut health solutions for their companion animals. This trend represents a natural extension of human gut health awareness, as ‘pet parents’ look to provide their animals with the same level of scientifically supported nutrition they seek for themselves. For formulators, this opens new avenues for innovation in pet nutrition, particularly in the development of prebiotic-enhanced pet foods and supplements. As such, it’s likely that we’ll see a great deal of ‘biotics’ innovation throughout the pet food market through the coming year.
Looking ahead, these trends underline the importance of working with proven ingredients that can meet evolving market demands. For formulators seeking to develop products that resonate with tomorrow’s consumers, selecting ingredients with demonstrated efficacy, stability and versatility will be crucial. This is where partnering with experienced suppliers who understand both the science and commercial aspects of gut health becomes invaluable.
Ready to capitalise on converging market trends through 2025? Get in touch with the Clasado team today to learn more about Bimuno® GOS.
Our versatile award-winning prebiotic ingredient stands out as the most comprehensively validated prebiotic of its kind, supported by over 120 scientific publications, including more than 20 clinical trials. It’s an ideal choice for formulators looking to develop future-ready gut health products or reformulate existing health and nutrition products to better match today’s evolving consumer needs.
