INSIDE THE GUT BRAIN TREND
Every two years, the SIAL Insights Report analyses the major forces reshaping the global food industry, drawing on research from Kantar, ProtéinesXTC and Circana. Rather than predicting the future, it provides food professionals with a data-driven overview of the trends influencing innovation, consumer behaviour and purchasing decisions across international markets. Among the report's ten key insights, one stands out for the way it connects nutrition with everyday wellbeing: the emergence of the "gut brain".
Interest in the relationship between food, digestion and mental health has expanded rapidly in recent years. Scientists continue to investigate the gut-brain axis, the complex communication network linking the digestive system and the brain through nerves, hormones and the gut microbiome. While research continues to evolve, consumer awareness has already translated into changing expectations. Food is no longer viewed simply as fuel or indulgence. Increasingly, it is expected to contribute to better sleep, lower stress, improved mood and healthier ageing.
From digestive health to emotional wellbeing
The SIAL Insights Report describes this as a natural extension of the wider movement towards functional nutrition. Digestive health is increasingly recognised as a cornerstone of overall wellbeing, while food manufacturers are responding with products designed to support specific stages of life and targeted health concerns. Premenstrual syndrome (PMS), menopause, memory support, stress management, mood regulation and sleep disorders are all becoming visible on supermarket shelves rather than remaining topics confined to healthcare settings. The report notes that wellbeing is moving "beyond pharmacies and healthcare settings and into everyday grocery aisles."
This reflects a broader evolution in functional foods. Unlike the fortified products of the early 2000s, today's innovation combines health benefits with enjoyment. As ProtéinesXTC's Xavier Terlet explains in the report, medicalisation is appearing in everyday products, but without sacrificing pleasure, which has become an essential part of the proposition.
The market data suggests this transition is well underway. According to the report, global product launches positioned around "medical" benefits increased by 0.9 percentage points between 2021 and 2025, while France recorded growth of 1.1 points over the same period. Meanwhile, 37% of consumers globally, and 36% in France, express interest in food and beverage products that support emotional and mental wellbeing through benefits such as improved sleep, relaxation, stress management and mental balance.
Natural functionality gains momentum
Rather than relying solely on added ingredients, many manufacturers are increasingly highlighting nutrients that occur naturally within foods. Fish rich in omega-3 fatty acids, magnesium found in chocolate and other naturally occurring compounds are being promoted for their contribution to wellbeing without the need for extensive fortification.
The SIAL Insights Report identifies this as an important area of growth, particularly among older consumers. One in three consumers worldwide now express interest in products supporting healthy ageing and longevity. Instead of introducing entirely new formulations, brands are increasingly communicating the benefits already present in familiar ingredients, making functional positioning feel both accessible and credible.
Outside the report, scientific interest in the gut microbiome continues to accelerate. Researchers are investigating how diverse gut bacteria may influence inflammation, immune function and neurological processes, although many questions remain about exactly how dietary changes translate into measurable mental health outcomes. This growing body of evidence has fuelled innovation across fermented foods, fibre-rich ingredients and probiotic products, all of which are increasingly positioned around digestive wellness.
Women's health and changing consumer priorities
One of the report's most notable findings is the growing visibility of women's health within food innovation. Topics that were once rarely discussed in mainstream food marketing, including PMS and menopause, are now appearing across categories ranging from herbal teas and chocolate to flavoured beverages.
Globally, the number of new products communicating benefits linked to women's health doubled between 2021 and 2025, according to ProtéinesXTC. At the same time, nearly one in five consumers worldwide identify women's health as one of the benefits they seek when purchasing food and beverages.
The same shift is visible in attitudes towards alcohol. Among consumers aged 25 to 35, 50% report purchasing fewer alcoholic drinks, compared with 43% across the wider EMEA region. More than half of those reducing their consumption say they are doing so because they perceive health benefits or prefer products that better align with their lifestyle.
This growing focus on everyday wellbeing extends beyond individual products. Consumers increasingly expect food to contribute positively to both physical and mental quality of life while remaining enjoyable to eat.
Innovation centred on individual wellbeing
The SIAL Insights Report presents the gut brain not as a passing wellness trend, but as part of a broader transformation in how consumers think about food. Functional nutrition is becoming increasingly personalised, with products designed around individual lifestyles, life stages and wellbeing goals rather than broad demographic categories.
For manufacturers, this creates opportunities across multiple food industry sectors, from dairy and beverages to confectionery and grocery. Innovation increasingly lies in combining credible nutritional benefits with sensory pleasure, transparent communication and ingredients that consumers already recognise and trust.
These developments will continue to shape conversations throughout the global food sector. As the world's leading food innovation exhibition, Sial Paris provides the platform where these emerging trends move beyond research and into commercial reality, bringing together producers, retailers and innovators to explore how food continues to evolve alongside changing consumer expectations.
Image credits: Shvets Production