Only ~35% of large portfolios sit in >7% growth categories
>50% of private label and insurgents win in yogurt and functional beverages
— Peter Horsley, Bain (Jan 2026)

70% rank health and wellness as a top-three driver
— IFT Consumer Trends Survey (2026)

Clear functional claims can increase purchase intent by up to 30%
— Tastewise, KLR (CPG Innovation 2026)

Prebiotic sodas show rapid expansion, acquisitions, and retail saturation
— Euromonitor, Nik Allen (Apr 2025)

Closing the fiber gap is not about adding more fiber, but about translating balance into products. While innovation has focused on soluble, prebiotic fibers, evidence still highlights the critical role of insoluble fiber. The brands that align formulation, functionality, and consumer understanding of this balance will define the future of gut health.

The next phase of the GLP-1 wave will be defined by how ingredient portfolios guide consumer choices. While many companies focus on adding fiber or protein, few translate complex science into clear decisions.

Prebiotic fibers are becoming essential, but adding layers (pre, pro, post) often increases confusion. Without clear integration across formulation, claims, and portfolio structure, consumers struggle to choose. In gut health, success depends on translating biological complexity into clear, balanced, and credible product systems.