In Peacock’s gameshow “The Traitors,” one of the memorable daily missions featured players mimicking bird calls over a walkie talkie as other team members searched in the castle for a taxidermy version of that same bird to add to the prize pot. Consumers today are doing their searches, not for stuffed birds, but for better-for-you beverages that can help power them through their day.

June Lin, vice president for global innovation marketing at ADM, Chicago, explains that digestive health has become a priority for consumers as more become aware of the role gut health plays in long-term wellness, with beverages serving as a natural vessel for that delivery.

“Digestive health and gut microbiome support are emerging as highly sought-after attributes for beverages, with nearly 40% of consumers interested in products offering these claims,” Lin says, citing ADM Outside Voice. “When looking at demographics, we see that digestive health benefits over-index with female consumers, indicating specific opportunity with this consumer group. A key driver of this demand is the growing recognition of prebiotic dietary fiber’s role in supporting diverse wellness goals, including digestive health, weight management, and satiety.

“Nearly 80% of consumers acknowledge the importance of fiber, yet over 95% fail to meet the recommended daily intake,” she continues, citing a 2010 article from the Journal of the American Dietetic Association. “This gap presents a major opportunity for beverage manufacturers to create high-fiber drinks that cater to health-conscious consumers.”

Kyle Krause, BENEO’s regional product manager of functional fibers and carbohydrates for North America, Parsippany, N.J., also highlights consumers growing awareness of the importance of digestive health.

Citing a survey of One Inch Whale on behalf of BENEO, Krause explains that eight in 10 consumers agree that their digestive health influences physical well-being. Meanwhile, three in four respondents see the connection of digestive health and the level of energy, and the link to immune systems also is recognized by three in four respondents.

“With beverages being a convenient format to consume better-for-you products, we see huge demand for drinkable digestive health products,” Krause says. “You can think of functional drinks such as fiber-enriched smoothies or yogurt-based drinks. Especially considering weight management and GLP-1 journeys, products such as meal replacers, high protein beverages, and similar nutritionally fortified beverages are getting more popular.”

Krause adds that as consumer awareness increases, they are pursuing products that marry health with desirable refreshment.

“Consumers are particularly looking for beverages that balance wellness with enjoyment, and gut health claims are becoming more common in this category, resulting in a growing availability of such products,” he says.

The rise of gut-healthy beverages also has come as consumers have become more conscious of the amount of sugar they consume, notes Thom King, chief innovations officer at Icon Foods, Portland Ore.

“Consumers are more educated about how fiber supports digestive health and contributes to overall well-being,” King says. “The demand for fiber-packed drinks is rising, fueled by growing awareness and policy shifts like the Health and Human Services’ focus on the negative health impacts of sugar, artificial colors, and preservatives found in traditional soft drinks.

“This shift has led to a demand for beverages that are not only lower in sugar, but emphasize functional ingredients that provide health benefits beyond hydration,” he continues. “These include prebiotics, probiotics, and, particularly, fiber, which supports digestive health and overall wellness.”

Becca Henrickson, head of beverage strategy at Tate & Lyle, Hoffman Estates, Ill., points to the more recent establishment of better-for-you carbonated soft drinks (CSDs) as its own segment as an example of beverage-makers delivering on this need.

“In today’s beverage market, ‘healthy sodas’ ― or more accurately, carbonated functional beverages with a ‘better-for-you’ health halo ― have become a category of their own,” she says. “There is clear demand for lower sugar beverages that offer targeted health benefits. Poppi originally gained traction by promoting itself as a ‘gut healthy’ soda containing apple cider vinegar and a small amount of prebiotic fiber. Consumers were drawn to its taste, and the gut health claims added a feel-good reason to purchase. Olipop has taken a more science-forward approach with its proprietary prebiotic fiber blend, emphasizing gut health benefits in a better-for-you soda format.”

Yet, Henrickson highlights that despite all the attention gut health and beverages have received more recently, this amalgamation is not new for the beverage market.

“Kombucha has long been known for its probiotic benefits, and globally, fermented milk and juice drinks have been popular for supporting gut health,” she says. “What’s interesting about the rise of prebiotics is that for years the industry questioned whether consumers were ‘ready’ for prebiotic or postbiotic claims. The success of prebiotic sodas shows that when the format is approachable and tastes great, consumers can overcome knowledge gaps, helping to expand the market in new and exciting ways across categories.”

To support the increasing demand for digestive health beverages, manufacturers are turning to a variety of ingredient solutions to craft these functional beverages.

“In the world of prebiotic fibers, we have seen an upward surge in agave inulin, chicory root inulin, and soluble tapioca fiber,” Icon Foods’ King says. “Many brands stack these fibers strategically — their varied chain length means they metabolize at different rates, so combining them can abate those ‘less than desirable’ digestive side effects that can come with fiber. These fibers do more than just provide digestive support, they add mouthfeel and slight sweetness without adding sugar.”

King explains that FDA’s code of federal regulations recognizes fibers like inulin and soluble tapioca fiber as types of carbohydrates that our bodies can’t fully digest.

“These types of prebiotic fibers selectively stimulate the growth and activity of beneficial gut bacteria,” he says. “By providing a food source for these bacteria, prebiotics can help maintain a healthy gut microbiome, which is crucial for digestion and overall health.”

BENEO’s Krause also calls attention to chicory root fiber as a popular digestive health solution for beverage formulations.

“Proven prebiotics such as BENEO’s chicory root fiber (inulin and oligofructose) are a good fit for those kinds of products as they provide both nutritional and technical benefits,” he says. “Thanks to chicory root fiber’s neutral taste profile, it does not affect sensory profiles and in fact, provides a creamy texture and can help reduce sugar content in formulations.”

Krause explains that among the health benefits of prebiotic chicory root fiber includes nourishing beneficial bacteria at very low doses as well as fighting pathogens by feeding the good bacteria. Chicory root fiber also can help regulate gut health.

“Prebiotics help regulate the gut by promoting a balanced gut ecosystem by feeding good bacteria and promoting the production of SCFAs, which are key to gut health,” Krause says. “This includes functions like nutrient absorption, immune system support, and protection against pathogens.”

Rebecca Frapasella, senior scientist for beverage applications at Tate & Lyle, explains that dietary fiber is a go-to solution for digestive health products as these ingredients offer a strong nutritional profile and have minimal impact on flavor.

“Ingredients like PROMITOR Soluble Fiber and STALITE Polydextrose offer gut health benefits and can be easily incorporated into beverage formulations without affecting taste, making them ideal for this space,” she says. “Additionally, keeping added sugar levels low is a priority in this health-forward subcategory. Stevia, a non-artificial sweetener from the leaf, offers a natural way to reduce sugar content while maintaining great taste. Whether used alone or alongside other functional ingredients, both fiber and stevia play important roles in developing beverages that support digestive health.”

Noting that consumers often find themselves in a “fiber gap,” Frapasella adds that high-fiber diets can deliver on a variety of health benefits, including cardiovascular support, weight management, and a healthier gut.

“While fiber is widely recognized for its digestive benefits, it also delivers other important advantages,” she says. “For example, PROMITOR Soluble Fiber promotes the growth of beneficial bacteria and supports the production of short-chain fatty acids (SCFAs), which aid in calcium absorption. This is especially valuable for adolescents and postmenopausal women. As research continues to reveal more about fiber’s role in overall health, this remains an exciting area of innovation.”

ADM’s Lin notes that the use of prebiotic, probiotic and postbiotic ingredients by beverage manufacturers has been progressing over the years. Yet, ADM Outside Voice research found that “many consumers also associate fiber with digestive discomfort, and nearly 70% of consumers say they would not repurchase a product if they associated it with GI discomfort,” she says.

“Monash University classifies Fibersol as a low-FODMAP ingredient, making it more suitable for individuals with digestive sensitivities. It’s also well-tolerated at a total of 68 grams per day, supporting consumers looking to add more fiber to their daily diets,” Lin says, citing J. Nutr. Sci. Vitaminol (Tokyo).

“Fibersol also ferments more slowly in the large intestine, causing less gastric discomfort compared to dietary fibers that ferment more rapidly,” she adds, citing J Nutr.

As formulators work with digestive health solutions, Lin notes that they must consider some factors.

“For formulators, digestive health ingredients may present formulation challenges,” she says. “Some prebiotic fibers can impact taste, aroma, and texture, making it crucial for beverage brands to select ingredients that minimize sensory issues. With its high solubility, low viscosity, and clarity, heat-, acid-, shear-, freeze-, and thaw-stability, Fibersol is an incredibly versatile solution, supporting fiber-fortified product innovations.

“We can further help beverage brands support digestive health by integrating resilient biotic ingredients into their formulations,” Lin continues. “Postbiotics are the next frontier of nutrition because they can withstand harsh formulation conditions such as high heat, making them easy to incorporate into beverage applications.”

No matter what type of ingredient beverage-makers turn to for digestive health solutions, experts agree that the beverage category is sure to see more innovations on the market.

“Overall, the future of digestive health ingredients and beverages looks to be characterized by innovation, personalization, and a broader integration into various food and drink categories, aligning with consumer trends towards holistic and personalized health solutions,” BENEO’s Krause says.

He further notes that weight management trends, particularly in relation to GLP-1 medications for weight loss, has consumers seeking nutrient-dense food and beverages.

“GLP-1 users, who lack appetite to consume enough nutrient rich beverages and foods, need products that are high in fiber that support their digestive health, and even better if they provide prebiotic benefits,” Krause says. “Additionally, consumers coming off GLP-1 drugs are looking for solutions to help maintain the weight they lost. For both groups, and of course also for those losing weight without GLP-1 medications, BENEOs toolbox of functional fibers offers versatile approaches to help brand manufacturers to develop appealing products.”

Meanwhile, ADM’s Lin highlights how research and advancements in the space are deepening the opportunities for digestive health in the beverage space.

“Ongoing discoveries and advances in research will identify the range of targeted support prebiotics, probiotics, and postbiotics can offer,” she says. “A growing body of evidence demonstrates the interconnection between the gut microbiome and other areas of wellness, including skin health, muscle health, women’s health, stress, sleep and more. This could drive the development of multi-functional beverages that offer digestive support alongside other highly sought-after benefits.

“Postbiotics are set to transform and expand innovation possibilities within the wellness beverage arena, maintaining functionality throughout formulation and shelf life and, ultimately, enabling convenient, delicious and efficacious digestive health offerings,” Lin continues.

Tate & Lyle’s Henrickson explains that prognosticating the future of this space is tough, noting that five years ago, no one expected prebiotic sodas to be where they are today.

“Looking ahead, I think digestive health will continue to be shaped by two things: accessibility and nutrition science,” she says. “As gut health becomes even more central to consumer well-being, we’ll see more product development focused on gut-friendly ingredients. With the growing understanding of the microbiome and its role in overall health, demand for these types of beverages will only continue to grow.”

In terms of digestive health beverage innovations, Icon Foods’ King notes that kombucha is fairly played out, while ready-to-drink (RTD) high protein beverages have superseded smoothies, and many of these don’t contain a lot of fiber, probiotics or postbiotics.

“There is a definite opening for a high protein RTD that delivers 10-20 grams of fiber,” he says. “Getting that much fiber in will require deft experience and the perfect ratio in a stack of various fibers to prevent the customer from experiencing an overload. The better-for-you sodas are blowing up right now. There are many newcomers to the market. Some will succeed, others will fail, but the category isn’t going away anytime soon.”