09 Jun 2017 --- Consumers increasingly self-diagnose and experiment with diets that they believe will improve gut health. These personalized diets are creating new opportunities for free from and fortification. Innova Market Insights has reported +25% CAGR from 2012 to 2016 for food & beverage launches with a digestive health positioning, with probiotics benefiting. In fact there was a +30% CAGR in new products featuring the word “probiotic” during this period, despite the term currently not being allowed in EU markets.
