Times have certainly changed. Once
upon a time, gut health was thought
to be the straightforward act of
digestion alone.
In 2011, when I embarked on a gut
healing approach for my daughter,
the concept was poorly understood.
She had eczema, so why was I not
focused on her skin?
Fast forward to 2020, and there has
been a tremendous cultural food
shift towards supporting digestion
for health. Consumers have begun
to connect the dots between what
they eat and how they feel, and
no longer worry about low fat or
reduced calories. They are seeking
nutrient dense foods that are easy to
digest and/or contribute to a healthy
microbiome by promoting gut
friendly ‘good’ bugs.
As a clear example of the growth in
this category, we see now not only
DIGESTIVE HEALTH:
THAT GUT FEELING
one option in each range but several.
From pre-made bone broths, paleo
breads, probiotic cereals, collagen
powders and probiotic foods such
as coconut yoghurt and sauerkraut
to digestive focused drinks such
as kombucha, our shelves are
increasingly full of products with
claims of supporting gut health in
various ways.
Due to the incredible amount of
information exchange in social
communities such as the The
Healing Tribe or Real Food in New
Zealand, consumers are beginning to
realise they are increasingly influential
in new product development as well,
so what are the challenges going
forward?
With so many new players entering
the market, it will be interesting to
see how many new products the
category can withstand. Consumers
are becoming increasingly savvy
and are less likely to accept generic
claims that cannot be soundly
backed up, plus they want more zero
waste options - and all at a good
value price point. The opportunity for
brands to engage strategically with
wellness influencers also continues
to be significant as consumers
continue to seek word of mouth
recommendations based on stories
and experiences.
We can expect to see a stronger
focus on the digestive and health
benefits of eating less sugars and
starches, meaning consumers may
want to see ingredients like monk
fruit rather than coconut sugar,
especially alongside the rise of the
keto and carnivore movements
and their emerging stories of vastly
improved digestive and immune
health.
THEIR SAY
Maryana Lishman, Raised on
Real Food founder
Maryana Lishman is the
founder of Raised on Real
Food. She is a certified
integrative nutrition coach
and holistic eczema
strategist who is passionate
about empowering families
to build a solid nutrition and
lifestyle foundation so they
can thrive, and connecting
consumers with brands to
build the real food segment
from the ground up. You can
learn more about her work at
www.raisedonrealfood.com
18 ANNUAL DIRECTORY 2020
/www.raisedonrealfood.com
