Market Watch: Digestive Health

Hippocrates said all disease begins in the gut. Fact is, what’s in the gut governs most aspects of our health.

That’s why every health food retailer knows that a good probiotic is right up there when talking to customers about their digestion, and for that matter, the immune system, brain health, cognition and “whole body wellness”.

A shame, then, that the EU’s Nutrition and Health Claims Regulation hasn’t allowed justifiable claims to pass muster while the American market, free from such restrictions, has rocketed by a staggering 138% in a global market expected to hit $100bn by 2020.