using the term ‘leaky gut’ for a decade—it
was almost seen as quackery,” Warady says.
“But now people understand that ‘leaky gut’
leads to autoimmune diseases and other
digestive issues, [so] it totally makes sense.
With average consumers, it’s still very early,
but they’re starting to understand that what
happens to our gut affects our whole being.”
And that means now is the time for retailers
to seriously consider how they’ll make their
mark in the gut-health arena—especially
considering its upside potential. According to
Technavio’s Global Probiotics Market 2017-
2021 report, the global probiotics market is
projected to grow steadily during the next
four years, with a compound annual growth
rate of 7% during the forecast period. “This
market research analysis identifies the health
benefits of probiotics as one of the primary
growth factors for this market,” according to
Technavio, which has U.S. headquarters in
Offering a wide variety of cultured and fer-
mented foods—think everything from kefir to
kimchi—is a start, those on the front lines say.
“Consumer awareness of probiotics is at an
all-time high, presenting a great opportunity
to enter the personalized nutrition space with
products that feature unique and targeted
benefits,” Quilter says.
“Introducing people to nutritious, whole
People are more and
foods that are even tastier than fast foods
and artificially flavored snacks will give retail-
ers the chance to show how vital they are to
their communities,” says Miller of Lifeway.
“It goes beyond the transactional; food and
nutrition are the cornerstone of good health.
The retailers who lead the way will be seen as
an indispensable part of consumers’ plans for
more aware of the
food and overall
wellness.” —J.C. Hanley, Forager Project