All dietary supplements are ingested. That’s a regulatory requirement, and, as such, the gastrointestinal system is the gateway to nutritional health for all targeted health conditions, not just digestive ones. Paired with the growing awareness of the microbiome and growing number of gut axes, gastrointestinal health is increasingly viewed as a fulcrum of health—even before we consider the impact of a vast universe of bacterial collaborators (or challengers) known as the microbiome.
As the gastrointestinal system plays a crucial role in determining whether a supplement delivers on its intended benefits, no condition can be addressed without cooperation of the gut. The stomach, small intestine and their associated microbiomes all serve as the gatekeepers of absorption, metabolism and bioavailability—all of which can make or break the effectiveness of a well-tested formula. If a supplement is only as effective as the body's ability to digest, absorb and utilize it, gastrointestinal health quickly begins to look like the most important of the 22 conditions that NBJ tracks.
And that’s not far off. At $4.18 billion in 2024 sales, the condition comes in at number five in the NBJ model, with one of the four leaders being the non-condition of “general health.” Still, there is significant white space in this market. In a 2025 survey conducted for our Gut Health Report, 39% of respondents claimed they are not actively addressing their gut health. A parallel survey found that a stunning 44% of respondents are unaware of probiotics, the top ingredient in the gastrointestinal health category. The opportunity for brands to educate potential consumers on the benefits of prioritizing gut health is notable.
And the flipside of that opportunity is the 61% of consumers who are addressing gut health, with most of them doing so to support overall health, not specific to digestive discomfort. These so-called gut optimizers are primarily seeking improvements in immunity, hair, skin, and nails, weight management, and mood as a byproduct of a healthy gut. It’s clear that consumers are looking to the gut as an avenue to improve their overall health, and this is a growing market—over half of gut optimizers became aware of their gut health in the last two years. Furthermore, 61% of gut optimizers use supplements, and a whopping 88% claim to notice a difference in their health from gut supplements. It gets better when we compare those conditions consumers sought to improve with those conditions that have improved. Notably, more than one-third claim improved immunity, and 16% and 15% claim improved heart health and improved mood and mental health, respectively.
The gut isn’t everything. But it comes close. Gastrointestinal health, already one of the cornerstones of the dietary supplement industry, is poised to grow.
Get the data behind these insights and more in the Gut Health Report, coming out tomorrow. | 
