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Strategies to target the kidney health consumerStrategies to target the kidney health consumer

Kidney-friendly product launches remain niche but offer unique opportunities for supplements, as these “indispensable allies” can be used to support complex nutritional needs when traditional foods fall short, says Mintel.

Kirstin Knight, Senior Content Editor

January 29, 2025

3 Min Read
Strategies to target the kidney health consumer
© AdobeStock/PeakStock

Brands looking to be a part of the next wave of kidney health products should consider innovating around hydration and embracing the gut-kidney connection to appeal to longevity-conscious consumers, according to Michelle Teodoro, global food science analyst at Mintel.

“Future products can combine hydration with microbiome science, using gut-friendly ingredients (eg. probiotics) and botanicals to enhance kidney function and support personalised wellness,” she said.

Supplements can be ‘indispensable allies’ for kidney health

Optimal kidney health is key to overall wellbeing and longevity, thanks to the role these organs play in detoxifying the body, regulating blood pressure, and balancing electrolytes.

Rising rates of chronic kidney disease, along with increased consumer attention on preventive wellness and longevity, are driving demand for kidney-friendly products, such as those with low-protein or low-sodium claims, according to Mintel.

Its statistics show that almost one in three (32%) Chinese consumers are interested in nutrition management knowledge for kidney-related diseases, for example.

What’s more, while global kidney-friendly food, drink, and supplement product launches have remained niche over the past five years – primarily due to low awareness, strict regulations, and an industry focus on more mainstream health concerns – supplements have a unique opportunity, according to Teodoro.

She argued that these “indispensable allies” for kidney care can be used to support complex nutritional needs that traditional foods often cannot meet.

“Brands have the opportunity to create clean, functional products while educating consumers on proactive kidney care, setting themselves apart in a competitive landscape,” she added.

Hydration management essential for kidney health

Dietary approaches such as low-potassium, low-sodiumlow-protein, and high-fibre diet positioning are leading the way when it comes to kidney-friendly innovations, Mintel data suggests.

Teodoro highlighted key ingredients including omega-3s for inflammation, vitamin D for calcium balance, and coenzyme Q10 for oxidative stress. Future innovations could include “grape seed extract for fluoride nephrotoxicity and NRH to boost nicotinamide adenine dinucleotide (NAD+) and protect renal cells”, she added.

As adequate – and consistent – hydration is crucial for the kidneys to function efficiently, functional drinks enriched with electrolytes and kidney-supportive botanicals could hold promise for this category.

Mintel highlighted herbal teas incorporating dandelion and nettle as gaining recognition for their renal health benefits, while fruit- or vegetable-infused water and unsweetened cranberry juice support urinary tract health and, thereby, benefit kidney function.

“By combining advanced science with clean, sustainable, and personalised solutions, companies can drive growth and make kidney care more accessible,” Teodoro wrote.

The gut-kidney axis: A new frontier

Emerging research points to the gut-kidney axis as a new avenue of investigation, believed to play a role in the pathogenesis of some renal diseases.

The gut microbiota is thought to influence kidney health through a variety of pathways. Certain microbes reduce toxin production, thereby easing the burden on the kidneys, while probiotic-rich foods like yoghurt, kefir, and fermented vegetables nurture a healthy gut microbiome, indirectly supporting renal function.

Mintel suggested that this points to opportunities to develop functional foods and supplements that target the gut-kidney connection.

Brands could consider probiotic innovations that foster a gut environment to support kidney health or using functional botanicals such as rosemary that benefit both gut and renal function, Teodoro suggested.

“By leveraging microbiome science, brands can create solutions to prevent kidney-related conditions, promote longevity, and align with the growing demand for holistic wellness and personalised nutrition,” she wrote.

About the Author

Kirstin Knight

Senior Content Editor, Informa Markets

Kirstin Knight is Senior Content Editor for the Food Ingredients portfolio, with a particular focus on Vitafoods Insights. An experienced journalist with a background in news writing and production, she previously worked in the UK press for titles including the i newspaper, inews.co.uk and Metro.

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