Prebiotic sodas made fiber mainstream. Immunity in a can could be next.

The functional beverage shelf has shifted fast: what started as a niche promise (fiber, better-for-you bubbles) is now mainstream, with major beverage players launching their own prebiotic options. But beverages are the hardest format for functional ingredients. You can't hide a bitter note behind a capsule, and you can't fight solubility, sedime

The gut is no longer just about digestion — and 2026 is the year the market caught up.

Recent consumer data shows 64% of North American shoppers now prioritize immune health claims when choosing supplements, and the gut is increasingly understood as the hub connecting digestion, immunity and everyday energy. That shift is rewriting formulation briefs. Brands aren't asking for "a probiotic" anymore — they're asking for ingredien

Older adults supplement more than any other age group — and immune health sits near the top of their list.

WHO projects the global population aged 60+ will nearly double by 2050. That's not just a demographic shift; it's a formulation brief for supplement brands. As we age, immune function naturally changes, and seniors are actively looking for daily support that fits their routine. For product developers, this segment asks for something specific: ✅