Lisa Olivo, Associate Editor03.01.13
From common ailments like indigestion and constipation, to more serious conditions like irritable bowl syndrome (IBS) and celiac disease, digestive troubles can easily motivate consumers to look for relief. The number of individuals affected by gut health issues is huge; according to the National Digestive Diseases Information Clearinghouse (NDDIC), Bethesda, MD, digestive disease affects 60-70 million people each year, with 104.7 million people in the U.S. seeking the care of a physician, and 13.5 million hospitalized. With gut health a major concern for so many, these digestively distressed consumers are looking for ways to improve their gastrointestinal function and manage existing illnesses.
Surveys show that “digestive health consistently registers in the top five health concerns of consumers,” stated Anke Sentko, vice president of regulatory affairs and nutrition communication for Belgium-based BENEO. And this concern translates to big bucks. Nutrition Business Journal, Boulder, CO, estimated the gastrointestinal health supplement category brought in $1.4 billion in consumer sales in 2011, growing 14% over 2010 sales levels.
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Surveys show that “digestive health consistently registers in the top five health concerns of consumers,” stated Anke Sentko, vice president of regulatory affairs and nutrition communication for Belgium-based BENEO. And this concern translates to big bucks. Nutrition Business Journal, Boulder, CO, estimated the gastrointestinal health supplement category brought in $1.4 billion in consumer sales in 2011, growing 14% over 2010 sales levels.
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