G
ut instincts are guiding consumer choices
Consumers today aren’t just eating better, they’re eating with a plan. Yep. Food and beverage consumption has gotten intentional. With 92% of consumers using food and beverages to achieve at least one health and wellness goal,1 the relationship between nutrition and daily well-being has never been clearer. Data has been revealing where the good stuff truly is—and surprise, it’s in the gut. And with social media driving discovery2, gut health has quickly risen to the top of the wellness conversation.
Flavor is important, but there’s more at play
Consumer interest in gut health is translating into measurable behavior changes with 80% of consumers having adopted at least one strategy to improve gut health in the past year.1 Paired with GLP-1-related eating habits and a growing food-as-medicine mindset, this shift is reshaping what consumers expect from their beverages. 85% believe diet can directly improve gut health.1 Winning in 2026 means delivering options that blend function and flavor, without compromise.
Did you know?
The gut is now understood to contain more than 70% of our immune system.3
The gut-brain axis is a bidirectional communication system between the gastrointestinal tract and the central nervous system—demonstrating the importance of good gut health on good brain health.3
And consumers are acting on this insight: As this awareness grows, so does interest in pro-digestion diets, prompting the beverage market to bottle up innovative ways to meet this rising demand.
What really is gut health?
Let’s break things down to make the topic itself a bit more digestible. Shall we?
Here are some important key words defined:
- Microbiome: The trillions of bacteria living in the gut that support digestion, immunity, and overall well-being.
- Prebiotics: Specialized fibers that nourish beneficial gut bacteria. Prebiotics continue to surge in popularity, driven by fiber-forward diets and interest connected to GLP-1. In fact, 22% of consumers increased prebiotic-rich foods in the past year for gut or digestive health.1
- Probiotics: Live microorganisms that support a balanced gut environment commonly found in fermented beverages like kombucha. 19% of consumers increased probiotic-rich foods for gut health last year.1
Fiber is front and center
For operators, keeping pace with gut-health trends means understanding which nutrients are driving real consumer demand—and fiber is quickly becoming one to watch. Nearly matching protein as a top nutrition callout with 54% of consumers are seeking out high-fiber foods (60% among Gen Z)—fiber is fitting right into the forefront.2
GLP-1s are influencing data, too. Fiber naturally supports GLP-1 hormone release, which plays a role in satiety and digestion.2
Despite this demand, only 22% of operators actively promote high-fiber items, even though many already offer them.2 This highlights a clear opportunity for foodservice operators to lean into fiber-forward beverages that deliver on both function and consumer interest.
Better-for-you beverages are top-of-mind
As the topic of gut health stays in the mainstream, consumers increasingly expect beverages that support daily wellness. This gives foodservice a powerful opportunity to differentiate with functional options aligned to today’s health-driven desires. PepsiCo’s portfolio offers operators a range of gut-smart solutions.
poppi, please
poppi is redefining what soda can be. It blends bold, fruit-forward flavor with real functional ingredients and prebiotics from fiber to meet today’s gut-health expectations. A modern, fiber-forward soda, poppi is the go-to choice for wellness seekers—especially Gen Z.
- poppi contains prebiotics from cassava root fiber and agave inulin which helps feed healthy gut bacteria.
- Apple cider vinegar provides poppi’s signature tang and digestive edge.
- With only 5 grams of sugar and 35 calories or less per can, poppi delivers craveable flavors in trending varieties across berry, citrus, tropical and more.
Keep it KeVita
KeVita remains a category leader in probiotic refreshment, offering multiple ways to support gut-conscious guests:
- Master Brew Kombucha®: Bold and smooth, brewed from a fermented kombucha tea culture and packed with billions of live probiotics.
- Sparkling Probiotic Refresher: Light and refreshing, made with a fermented water kefir culture and containing billions of live probiotics.
- Sparkling Prebiotic Lemonade: Zesty, sweet, and fermented with water kefir to support daily digestion.
Click here to discover how our full portfolio of products can benefit your operation today.
Sources
1 Datassential, Food as Medicine (April 2025)
2 Datassential, 2026 Trends Report (October 2025)
3 Food Navigator Europe, Gut health: Why this consumer trend is here to stay (May 2024)
