Gut health is not just about digestive issues.

When it comes to gut health, people usually first think of digestion (or conversely, indigestion). We often associate the gut with a healthy digestive system, and most people know that indigestion can lead to bloating, gas, or incontinence. However, research shows that the gut not only affects our stomach but is also a key area for improving overall health.

The gut is home to our enteric nervous system, which is similar to our central nervous system and includes a network of nerves, neurons, and neurotransmitters. Therefore, the gut is referred to as the 'second brain,' and studies have shown that the gut can transmit signals to the brain in just a few seconds. As our second brain, the importance of the gut cannot be underestimated—especially in its connection to our overall physical and mental health. An increasing number of studies affirm the many links between the gut microbiome and health, and consumers are more eager to seek effective solutions related to physical health.

Consumers in the Asia-Pacific region are also becoming increasingly aware of gut health. As a niche area, only 2% of APAC food, beverage, and supplement products previously claimed to have digestive health benefits, but the release of such products has grown by 23% in the past five years. In addition to widely recognized product categories that contribute to gut health, such as drinkable yogurt and liquid cultured milk, other categories like vitamins, minerals, and tea are also common claims for digestive health benefits. Additionally, there are seasonings, cold cereals, and meal replacements, which have seen significant growth in the Asia-Pacific region.

Addressing gut health through food as a growth area is a great starting point. According to a global consumer survey by Mintel, an average of 71% of consumers in the Asia-Pacific region say they put a lot of thought into their diet. Consumers are placing more emphasis on their diet, and they will pay more attention to foods and beverages that can address health issues and seek healthier options.

As the popularity of health claims related to digestion continues to grow, there are many products available for consumers to choose from, but what benefits do these products offer? General consumers lack understanding of gut health, and brands can take this opportunity to take action and raise public awareness. When consumers better understand and recognize the importance of gut health for overall health, brands will have greater space to innovate functional foods and beverages around gut health and improving overall health. To effectively tap into the potential related to gut health, brands can focus on tested and proven areas that even the least health-conscious consumers will be interested in—skin health, immunity, and mental and emotional health.

Promoting skin health through gut health

In recent years, there has been much discussion around the skin-gut axis or the impact of the gut microbiome on the skin (achieved through complex immune mechanisms). Relevant scholars have conducted extensive research, but the skin-gut axis is still not fully understood. However, consumers in the Asia-Pacific region may already understand that our gut and diet affect our skin—an average of 76% of consumers in the region agree that a healthy diet may be more beneficial for skin/hair than topical products.

Probiotics and prebiotics can support a healthy gut microbiome (the population of microorganisms living in the gut). A recent study from the forefront of microbiology found that probiotics and prebiotics can prevent or treat inflammatory skin diseases, such as common acne and rosacea. Similarly, one study indicated that the gut can influence psoriasis, and oral probiotics can improve psoriasis symptoms. Psoriasis often causes skin cells to reproduce faster than normal, leading to uneven patches on the skin.

While consumers are very familiar with probiotic and prebiotic-rich foods (such as yogurt and kefir), we can create more direct connections between these products and gut health, positively impacting people's skin.

A healthy gut microbiome has considerable potential in promoting immune health.

Gut health is not only beneficial for skin health but can also significantly enhance the body's immunity. Many studies have shown that the gut environment can affect immunity, but these studies are not yet sufficient to convince consumers.

Now is a great time to emphasize the benefits of gut health for the immune system. The COVID-19 pandemic has made people acutely aware of the importance of maintaining a strong immune system. It is well known that pre-existing health issues, such as hypertension or obesity, make individuals more susceptible to COVID-19. Therefore, consumers want to stay healthy to enhance their immunity and resist diseases that weaken bodily functions.

The gut environment can also be improved through diet to enhance immunity. Based on this, consumers are focusing on using supplements to improve the probiotic (i.e., gut) environment and are looking for more food and beverage formulations containing probiotics, fermentation, and prebiotics to enhance physical health. Many consumers still vividly remember the impact of COVID-19, and their demand for various probiotics will increase—more diverse probiotic foods and beverages (such as soy milk, juice, etc.) will emerge in the market, and probiotics will appear in more usage scenarios, such as specific strains targeting various health needs, like weight management and skin improvement.

The potential of the gut/brain connection

As discussed in Mintel's consumer trend 'Overall Health,' various emerging scientific studies and improved health tracking technologies are continuously emerging, encouraging consumers to seek solutions that complement their natural biological clock. The human ecosystem is not limited to physical health. Cognitive functions, including learning, memory, and perception, also depend on the brain and body, which requires us to maintain a healthy gut/brain axis.

The gut/brain axis is the link connecting the brain, digestive system, and emotions, which is crucial for protecting our cognitive and physical health. This is why we feel gastrointestinal discomfort when we are excited, nauseous, anxious, or fearful. Therefore, when discussing mental and cognitive functions, gut health should also be taken into account.

The increasing number of patents applied for by global research institutions, healthcare companies, and food and beverage companies reflects the growing awareness of the gut/brain axis and the beginning of exploration. We can see from the registered patents that mental health disorders can be alleviated by the intake of a specific bacterium, and there are also suggestions linking gastrointestinal symptoms with autism spectrum disorders. The scientific field is engaging in more discussions around the microbiome, indicating that the gut microbiome has a very broad impact on human health (including mental health), and the public is gradually becoming aware of this knowledge, which may lead to a series of new claims in the future.

To meet the needs of ordinary consumers, brands can once again highlight the prebiotic and probiotic ingredients in their products—some prebiotic fibers or bacterial strains may affect cognitive function and help balance emotions. Foods in forms such as yogurt, pickles, and juice have already been widely accepted, and brands can seize the opportunity to explore the uses of prebiotics and probiotics in gut and cognitive health.

In addition, postbiotics are also gaining popularity. Postbiotics are non-viable bacterial products or metabolites of probiotics that can regulate gastrointestinal health, help reduce inflammation, and enhance brain function. Forms of postbiotics include organic acids or short-chain fatty acids, peptidoglycans, and polysaccharides. Their growth environment is noteworthy, as they are generally found in foods fermented by live bacteria—such as fermented soybeans and sauerkraut. One major advantage of postbiotics is that they can replace environmental dairy products or snacks, and can also substitute for other probiotic products of interest to consumers, which are limited by technical issues (such as heat treatment, environmental storage, lack of moisture in products, etc.), making it difficult for producers to maintain their viability. These emerging ingredients can serve as alternatives, delivering the health benefits of live microorganisms to consumers with relevant needs. Postbiotics also have the potential to become functional components of the gut microbiome, complementing existing prebiotics and probiotics, and providing consumers with comprehensive gut and brain health solutions.

Focus on the gut

In summary, the gut is more important than we think. Research shows that gut health is intricately linked to other parts of the body and significantly affects our skin, immunity, and cognitive function. Many consumers are aware of the importance of maintaining gut health for overall well-being—but there is still a need to further explore and emphasize the connection between the gut and other parts of the body, as well as to strengthen the role of consuming prebiotics and probiotics (and other research, such as postbiotics) in ensuring gut health.

Source: Mintel Official Website

https://china.mintel.com/boke/boke-jiankangbaojian/changdao-jiankang-2021