North America Digestive Health Supplements Market

North America Digestive Health Supplements Market Analysis

The North America Digestive Health Supplements Market is expected to register a CAGR of 7.5% during the forecast period.

The consumer shift toward preventive digestive health management practices, owing to the rising healthcare costs and the increasing burden of lifestyle diseases, is the major factor driving the digestive health supplements market in the region. Further, a significant prevalence of gastrointestinal problems, such as heartburn, constipation, and diarrhea, resulted in an increasing number of consumers seeking digestive supplements regularly. For instance, a recent study published by the American College of Gastroenterology states that in the U.S., around 10-15% adult population suffers from IBS (Irritable bowel syndrome) symptoms and it is the most common intestinal disorder diagnosed by the nation's gastroenterologists.

Probiotics are a driving force within the booming digestive health supplement category, followed by enzymes. Probiotics and enzymes are being consumed by people of all age groups. However, the major consumption is observed among millennials, due to the growing awareness regarding health and wellness through multi-channel publicity, which has influenced their consumption pattern to a large extent.

North America Digestive Health Supplements Market Trends

Rise in Awareness about Digestive Health

The rising consumer awareness regarding gut health is anticipated to propel the demand for digestive health supplements, especially probiotics or prebiotics. Millennials, being technologically advanced, update themselves with the facts related to health and, thereby, try to amend their routines and consumption habits accordingly. This is inflating the demand for probiotic supplements, and it is therefore expected to drive the market for digestive health supplements. In response to the shift in consumer behavior, major firms are also actively marketing prebiotic and probiotic supplements. For instance, in April 2021, Bausch Health Companies Inc. launched its novel daily over-the-counter probiotic supplement, Envive. The company claims that Envive helps to reduce the severity and frequency of five occasional gastrointestinal symptoms such as diarrhea, constipation, gas, bloating, and discomfort, and helps strengthen and protect the digestive system by strengthening the gut barrier. The growing trend toward healthy living and the rise in healthcare costs in the North America region, particularly for the older population, are influencing consumer spending on digestive health supplements.

United States holds the Prominent Share

The high prevalence of obesity, digestive disorders, and lifestyle-related diseases on account of poor eating habits and high consumption of processed, high-sodium, and ready-to-eat foods are expected to drive the demand for digestive health supplements in the United States. Moreover, digestive health supplements are increasingly positioned as beneficial not only for digestion but also for immunity, allowing wider use scenarios for the prevention of lifestyle disorders. Manufacturers in the region are permitted to use health claims for digestive health supplements such as gut health, immunity, or heart health among others. Thus, probiotic supplements represent the largest condition-specific category for mass-market retail sales in the United States, and it is the second-fastest-growing condition-specific supplement category. This shows the awareness among people regarding the benefits of probiotic supplements. Some of the leading players in the probiotic supplement market are Amway, Pfizer, NOW Foods, and Herbalife Nutrition, owing to their greater market penetration and robust product portfolio.

North America Digestive Health Supplements Industry Overview

The North America digestive health supplements market is highly fragmented, with global and regional players operating in the market, including Koninklijke DSM NV, General Nutrition Centers Inc., and NOW Health Group Inc., among others. The key strategies adopted by the industry participants are product innovation, geographical expansion, mergers & acquisitions, and enhancement of distribution capabilities. For instance, in March 2021, PanTheryx acquired TruBiotics, a daily probiotic supplement brand, and its trademarks from Bayer HealthCare LLC. The company is focused on accelerating growth through acquisitions of synergistic brands in fast-growing product categories.

North America Digestive Health Supplements Market Leaders

North America Digestive Health Supplements Market News

• In August 2022, Megalabs USA, a subsidiary of Megalabs Inc., that manufactures, markets, and distributes pharmaceutical products and nutritional supplements throughout the Americas, launched Glutapak R, a probiotic glutamine supplement for gut health and intestinal healing.
• In September 2021, FrieslandCampina Ingredients, a global innovator in healthy and functional prebiotic ingredients and solutions, and Lallemand Health Solutions, specialists in the research, development, production, and marketing of probiotic yeast and bacteria, have partnered to launch two brand new gut health products PRO-Digest Health Shot and PRO-Digest Bowel Support.
• In September 2021, Wedderspoon announced the launch of its newest product line, Manuka Honey Digestive Gummies. The product offers two distinct formulas, namely Tropical and Berry. The Tropical Gummies are made with a proprietary mix of prebiotics + DE111 Probiotic plus premium chamomile and ginger, while the Berry Gummies are made with Elderberry and DE111 Probiotic for digestive and immune support