The Netherlands-based Innova Market Insights reports that 19 percent of functional drinks launched in 2017 had a digestive/gut health claim.

“This is a statistic we expect to grow,” says Ilana Orlofsky, marketing manager at Imbibe, Niles, Ill. “In addition to hearing about ingredients that support digestive health and balance in general, namely fiber, probiotics, ginger and apple cider vinegar, we have started to see even more products make a digestive health claim or call attention to the benefits these products may deliver. A tea brand, Teasäne, recently launched a line of 26 wellness teas … and one herbal blend is aptly named Digestive Health for optimal digestion.

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