22 Sep 2025
Why gut health is rising… in your oven
Not so long ago, gut health was a niche topic, something for yoghurts and supplements. But in 2025, it’s becoming mainstream, and baked goods are surprisingly taking center stage.
Why? Because the science is clear: our gut microbiome impacts far more than digestion. It plays a key role in our immunity, mental well-being, metabolism, and even our skin[1]. More and more consumers are becoming aware of this invisible ecosystem inside them… and are expecting their daily food to do more than just fill them up.
The bakery aisle is now becoming a space for smart, gut-friendly innovation.
A growing trend backed by data [2]
Innova Market Insights reports that in 2025, bakery product launches with digestive health claims have risen by +22% globally. That includes everything from fiber-rich sourdoughs to snacks enriched with prebiotics and even probiotic cookies.
Meanwhile, the digestive health market as a whole is now worth over $51 billion, with baked goods emerging as a new delivery format for gut-boosting ingredients. The signal is loud and clear: consumers are not just eating for taste, they’re eating for health impact.
What science says in 2025
How can baked goods actually support gut health?
The good news is that 2025 brings some game-changing discoveries:
1. Versatile biotics: postbiotics are the new frontier
Forget probiotics that can’t survive the oven. Postbiotics, the beneficial compounds produced by bacteria, don’t need to be alive to be effective. And they’re versatile in application.
2. Sourdough: old tradition, new potential
We’ve known for centuries that sourdough bread feels better to digest. In 2025, research is catching up. A Belgian NMR study[3] showed that sourdough fermentation breaks down complex fibers (like arabinoxylans), potentially making them easier for our microbiome to use.
3. Citizen science takes the stage
Projects like HealthFerm are shaking up the field. This European initiative is gathering over 800 sourdough starters from home bakers to map out their microbial diversity, and to see how it connects to human health in clinical trials. A beautiful mix of tradition, science, and community.
What does this mean for bakers and food professionals?
Let’s make it practical. Whether you’re in R&D, product marketing or craft baking—here’s how to take action:
- Formulate smarter: Postbiotics can be added to crackers, breads and more, without worrying about oven temperatures.
- Revalue fermentation: Sourdough isn’t just about flavor or shelf-life. When communicated well, it becomes a story of fiber transformation and gut-friendly fermentation.
👉 At Puratos, our long-standing expertise in fermentation and sourdough science can support you in developing products that meet both functional and sensory expectations.
- Educate & differentiate: Consumers are looking for gut healthy foods but most of them still confuse prebiotics, probiotics and postbiotics. Be the brand that explains it clearly, and gain trust.
- Join the narrative: Align your products with initiatives on gut health trends.
👉 Our Taste Tomorrow consumer research and Health & Well-Being platform are here to help you anticipate expectations and build your innovation pipeline.
Final thought
We’re entering an exciting era where bread doesn’t just nourish the body, it supports our inner ecosystem. And this shift is not just scientific. It’s emotional. When consumers hear “Happy gut, happy you”, it resonates. It’s time for baked goods to be part of that story.
👉 At Puratos, we believe that gut-friendly innovation in bakery is not just a trend, it’s a transformation.
Want to explore how your brand can bring this to life? Get in touch with our experts or check out our latest solutions in gut health & fermentation.
References
[1] More info here
[2] https://www.puratos.com/blog/bread-and-digestibility0
[3] Study here
