The Sub-Text Blog

The Gut-Mood Connection: What’s Driving Consumer Demand for Digestive Wellness Beverages

Written by Margaret Fletcher | Jan 27, 2026 12:28:43 AM

Gut Health Is Expanding into Emotional Wellness 

Beverages designed to support gut health are taking on a new role: emotional balance. 

As consumer awareness around the gut-brain connection grows, so does demand for products that offer both digestive function and mood support. This is showing up clearly in beverage aisles, where prebiotic sodas, probiotic shots, and fiber-enriched blends are being positioned for clarity, calm, and stress relief. 

According to recent studies, approximately 46% of consumers purchase beverages to support gut health, and 22% of U.S. consumers purchase food and beverages with calming, de-stressing, or relaxing benefits. 

This shift is happening in daily routines through drinkable formats that feel easy, accessible, and beneficial. 

 

Why Consumer Behavior Is Changing 

Along with digestive function, the gut microbiome is increasingly seen as a driver of mental well-being. A few key factors are fueling this perspective: 

  • Awareness is growing around the gut’s influence on serotonin and mood. With nearly 90% of the body's serotonin produced in the gut, the link between digestive and emotional health feels tangible and actionable.  
  • Ingredient literacy is improving. Prebiotics, probiotics, and postbiotics are being increasingly recognized in broader conversations about stress and mood management. 
  • Functional drinks are becoming easier to integrate into daily habits. Prebiotic sodas like Simply Pop (launched by Coca-Cola in 2025) pair familiar flavors with benefits like fiber, vitamin C, and zinc.  

Consumers are gravitating toward everyday beverages that do more, supporting both body and mind. 

 

Strategic Implications for Brands 

Digestive wellness is shifting. Brands that track the change will be ready to lead. 

To meet evolving consumer expectations, brands will need to think carefully about: 

  • Which claims to lead with, especially in a space where overpromising can quickly erode consumer trust 
  • Framing mood support benefits through messaging that’s credible and relevant to consumer health goals 
  • Positioning that aligns with consumer routines, such as morning invigoration, post-meal digestion, or evening wind-down

With competition increasing, brands will need to differentiate through the details: the way they talk about flavor, the functional cues they emphasize, and the product formats they use to deliver benefits. 

 

Key Questions For Brand Teams To Ask 

As consumers seek beverages that support both physical and emotional wellness, brands need clarity on: 

  • Which benefits drive trial, and which build long-term loyalty 
  • How different consumer segments interpret ingredient language, and what builds credibility 
  • Where gut-mood messaging enhances appeal vs. where it introduces confusion

These key insights empower brands to tailor positioning, messaging, and formulation around real consumer motivations.  

 

Looking Ahead 

In 2026, consumers are looking for beverages that support both emotional well-being and physical health. For CPG and beverage brands, the opportunity lies in combining credible ingredients with benefits that are easy to understand. 

Want more insight on how wellness trends are influencing beverage choices in 2026? Download MDRG’s Download MDRG's full 2026 Wellness-Beverage Trend report or contact us today! 

 

Sources
View full post