Although gut health has been in the spotlight for several years, the digestive health dietary supplement category continues to grow in the CEE region. Consumers are increasingly aware of the connection between digestive and overall health and are searching for ways to address it.
Key points:
- globally and in the CEE region, digestive health has consistently been among the largest dietary supplement categories in recent years, and in 2024 it held an 18,5% market share in Eastern Europe (Euromonitor)
- although digestive health is a large category, it’s still seeing high growth – for example, in 2024 digestive health supplements grew by 8,5% in Poland (total dietary supplements growth was 8,1%) and by 7,5% in Romania (total dietary supplements growth was 6,9%) (Euromonitor International)
- in 2024, 49% of global consumers had intent to improve their digestive health (FMCG Gurus)
- 72% of Polish consumers recognize the link between digestive and overall health (FMCG Gurus)
- for more market differentiation in this large segment, brands are communicating additional benefits of their digestive health products, such as immunity
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