Gut health is a popular topic for consumer and continues to become a product attribute in more and more consumer packaged goods items. 

In an April 2024 Trend piece from Innova Market Insights titled “Fiber and Prebiotic Trends in the US,” the market research firm explains the benefits that prebiotics deliver to consumers. 

“Prebiotics work in tandem with probiotics to improve gut functioning,” it states. “Probiotics are bacteria that benefit the intestinal tract, and these microbes feed on prebiotic fibers. Effectively, prebiotics act as food for probiotics.”

The insights also highlights that carbonated beverage have become one of the top categories integrating prebiotics, but notes there are more opportunities beyond this format.

“Beverages are emerging as important categories for fiber and prebiotics,” Innova states. “Brands can leverage prebiotics’ benefits beyond just fiber ― including texture, fat replacement, and sweetness ― to add value in functional beverages such as electrolyte drinks and drink packets, kombucha, and seltzer. The use of prebiotics can also broaden the spectrum of health benefits to include highly desirable sugar reduction.”

In a conversation with Beverage Industry, Mike Lombardo, co-founder of Halfday, a better-for-you, gut-healthy iced tea brand, joins the podcast to discuss creation of the brand as well as its recent evolution.