Digestive health is a well-established category with a high market share in supplements – globally and in the CEE region. While interest in gut health continues to grow, most consumers still take a reactive approach, turning to digestive support only once symptoms appear. At the same time, innovation in biotics is expanding rapidly. Beyond probiotics, brands are increasingly exploring postbiotics and synbiotic combinations that offer greater formulation flexibility and new opportunities for product development.
Key points:
- globally and in the CEE region, digestive health has consistently been among the largest dietary supplement categories in recent years, and in 2025 it held an 18,5% market share in Eastern Europe (Euromonitor)
- not only market share, but new product launches are growing as well: the share of new products with digestive/liver health claims grew by 17,8% from 2024 to 2025 in CEE and represented 13,5% of the total dietary supplement market (Innova Market Insights)
- consumers still use gut health supplements reactively, not proactively: in 2025, 52% of UK consumers in stated that they only started taking digestive treatments after the symptoms began (Mintel)
- 45% of global Gen Z consumers state, they plan on improving their digestive health in the following 12 months (FMCG Gurus)
- 34% of Polish consumers would most likely address their digestive issues with probiotics (Mintel)
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