Provide convincing evidence that your product helps intestinal comfort, in accordance with EFSA guidelines
Around 40% of the Western population experiences digestive discomfort, such as constipation, bloating or abdominal pain. That has made intestinal health a big – and growing – business. In 2018, for example, there was a 21% increase in the launch of food and beverages making a digestive or gut health claim, in the Asia-Pacific region1.
But to make those claims, you need evidence. Through a carefully designed and performed clinical study, you can demonstrate that your fibre, prebiotic or probiotic improves intestinal comfort. Or, alternatively, that your healthy fibre does not cause gut discomfort.