Products aim to support digestive health among older Europeans

As Europe’s population ages, supporting digestive health in older consumers is becoming a focus for product innovation. Gut health is now recognised as central to overall wellbeing – influencing immunity, nutrient absorption and even mood. However, age-related changes to the microbiome mean older adults often have fewer beneficial bacteria and more harmful ones, raising the risk of inflammation and chronic disease.

For food manufacturers and retailers, this creates an opportunity to respond through formulation and positioning. Fibre and polyphenols are especially important. Fibre from beans, oats, wholegrains, and fruits like berries and bananas helps regulate digestion and nourish beneficial microbes. Polyphenols – found in cocoa, berries, nuts, olives and even red wine – offer anti-inflammatory and antibacterial benefits, while supporting cognitive health.

These ingredients are gaining traction with consumers. High-fibre and gut-friendly product claims are increasing across Europe, while social media trends such as “fibremaxxing” are driving wider awareness.

Positioning products around microbiome support and digestive wellness can help capture loyalty in one of Europe’s fastest-growing and most health-conscious demographics.