• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    A Clearer Path to Weight Management: The Ozempic Factor

    Under Pressure: Stress and Mental Health Have Taken Center Stage

    Sustainable Business Development: Principles and Strategies for Progress

    Beauty IO MarketWatch: L’Oréal to Define the Next Era of Beauty Tech in CES 2024 Keynote

    Introducing the Happi & Nutraceuticals World Wellness Conference & Tabletop Exhibition
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Glossary
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    PLT Health Solutions Granted Claims for Botanical Ingredient in Canada

    CRN Files Petition with FTC For Clarity on Health Products Compliance Guidance

    Vitafoods Europe Relocates to Barcelona Starting 2025

    GOED Releases Sustainability Report for Omega-3s Industry

    ABC’s Journal HerbalGram Celebrates 40th Anniversary
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    Charlotte’s Web COO Jared Stanley Discusses the State of Play for CBD

    Prescription Probiotics and Microbiome Modulation

    PLT Health Solutions Granted Claims for Botanical Ingredient in Canada

    Video: Natural Products Expo East 2023 in Pictures

    GOED Releases Sustainability Report for Omega-3s Industry
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    Charlotte’s Web COO Jared Stanley Discusses the State of Play for CBD

    Prescription Probiotics and Microbiome Modulation

    Bioiberica to Unveil Scientific Findings on Hyaluronic Acid Matrix Ingredients

    IFF to Showcase Plant-based Supplement Solutions

    Balchem to Showcase New Product Concepts at SupplySide West
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Bioiberica to Unveil Scientific Findings on Hyaluronic Acid Matrix Ingredients

    Kyowa Hakko to Celebrate 20 Years of Cognizin Citicoline

    PLT Health Solutions Granted Claims for Botanical Ingredient in Canada

    Video: Natural Products Expo East 2023 in Pictures

    Curcumin May Be As Effective as PPI for Indigestion
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    Bioenergy Life Science, Inc. (BLS)

    American FlexPack

    JRS Pharma

    BGG World

    Xsto Solutions
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    Bioenergy Life Science, Inc. (BLS)

    American FlexPack

    JRS Pharma

    BGG World

    Xsto Solutions
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Features

    What Do Consumers Know About the Gut Microbiome?

    Brands have an opportunity to build trust by bridging a substantial knowledge gap.

    What Do Consumers Know About the Gut Microbiome?
    By Mike Montemarano, Associate Editor07.18.22
    Understanding about the role bacteria in the gut plays in influencing health continues to advance, but consumers still have a lot to learn. In the world of nutritional ingredients, probiotics are a relatively nascent category with strong consumer recognition. Even newer to the scene are prebiotics and postbiotics, terms that consumers overall are less clear about.

    Growing prevalence of gut-related conditions, and demand for products that may offer gut-health benefits, will drive knowledge about the differences among these ingredients and how they work, according to Will Cowling, marketing manager of the consumer research company FMCG Gurus.

    At Vitafoods Europe, held in Geneva, Switzerland in May, Cowling offered insights from global consumer surveys on gut health, the microbiome, and nutritional ingredients.

    Gut Feelings

    Globally, digestive health complaints among consumers are on the rise, according to FMCG Gurus surveys. Between 2018 and 2020, the proportion of consumers complaining about gas increased from 15% to 21%. Similar trends were seen in gluten sensitivity/intolerance (up from 10% to 20%), bloating (up from 12% to 19%), stomach aches (up from 12% to 28%), and constipation (up from 13% to 18%).

    “The fact that society is aging is resulting in higher rates of problems such as difficulty digesting food,” Cowling said. “Poor dietary habits, like over-indulgence and unhealthy meal timing, is also contributing to the prevalence, resulting in both immediate and long-term health problems. Time scarcity is a key barrier to digestive health. People are skipping meals, and turning to confectionery and convenience foods, and there are also financial challenges associated with leading healthy lifestyles.”

    For most consumers, satisfaction with their gut health is declining, according to a 2022 survey by the market research firm. As a result, 56% of global consumers, of all ages, said they plan to address their digestive health over the next 12 months.

    Terminology

    When it comes to defining key terms related to gut health and the microbiome, brands have an opportunity to build trust by bridging a substantial knowledge gap.

    Globally, only 15% of consumers have heard of the “gut microbiome.” Of the consumers who believe they know what the gut microbiome is, 50% have made changes to diets or lifestyles to improve their own gut microbiome, mostly through diet modification.

    Among consumers who have heard the term “gut microbiome,” the top changes consumers have made to address their gut health is to eat more fruit (72%), increase fiber intake (64%), and reduce intake of sugar (61%).

    Only 67% of consumers are aware that bacteria exist within the digestive system, Cowling added. Of these consumers, 65% said they are aware that bacteria within the digestive system may be beneficial to health.

    “It’s very important not to overestimate the awareness of probiotics and the gut microbiome. Consumers don’t know the difference between various strains, or how prebiotics, probiotics, and postbiotics function differently,” Cowling noted.

    The knowledge gap for prebiotics and postbiotics is significant, especially compared to probiotics. According to FMCG Gurus surveys, only one in five consumers have heard of prebiotics and purchased them within the last year. Meanwhile, only one in 10 consumers said that they’ve heard of the term “postbiotics” in 2022.

    “Most consumers don’t know the difference between these terms, and brands should explain how they differ and complement each other. Especially for postbiotics, claims might not be overly-influential,” Cowling said.

    Driving the Category Forward

    On that note, consumers are more likely to take generalized steps rather than specific actions to address their digestive health, mostly turning to overall dietary patterns and exercise. “They tend to turn to food and drink over supplements due to ease of daily use, and concerns about the safety and side effects of supplementation,” Cowling said, noting that the onus will be on the industry to demonstrate the safety of supplement products.

    Globally, the portion of consumers that said they’ve purchased digestive health products went from 15% in 2020 to 24% in 2022, mostly due to the fact that probiotic claims are more popular in dairy products, breakfast cereal, snacks, and plant-based foods.

    Skepticism about digestive health products persists, according to Cowling, who noted widespread beliefs that brands use misleading health claims in order to drive prices and sales. “Brands need to lead with science in order to establish trust. Claims must be fully supported by science, but still simple enough for consumers to understand and make decisions with.” 


    Mike Montemarano has been the Associate Editor of Nutraceuticals World since February 2020. He can be reached at MMontemarano@RodmanMedia.com.
    Related Searches
    • Probiotics & Prebiotics
    • Digestive Health
    • Consumer Trends
    • Healthcare Trends
    Related Knowledge Center
    • Healthcare Trends
    • Dietary Supplements
    • Probiotics & Prebiotics
    • Consumer Trends
    • Digestive Health
    Suggested For You
    PLT Health Solutions Granted Claims for Botanical Ingredient in Canada PLT Health Solutions Granted Claims for Botanical Ingredient in Canada
    Dyna-Tabs, LLC Dyna-Tabs, LLC
    CRN Files Petition with FTC For Clarity on Health Products Compliance Guidance CRN Files Petition with FTC For Clarity on Health Products Compliance Guidance
    Vitafoods Europe Relocates to Barcelona Starting 2025 Vitafoods Europe Relocates to Barcelona Starting 2025
    Medical Sales Representative – Riverside, CA Medical Sales Representative – Riverside, CA
    Medical Sales Representative – Columbus, OH Medical Sales Representative – Columbus, OH
    Video: Natural Products Expo East 2023 in Pictures Video: Natural Products Expo East 2023 in Pictures
    GOED Releases Sustainability Report for Omega-3s Industry GOED Releases Sustainability Report for Omega-3s Industry
    ABC’s Journal HerbalGram Celebrates 40th Anniversary ABC’s Journal HerbalGram Celebrates 40th Anniversary
    Adding Human Milk Component to Formula Linked to Long-term Cognitive Benefits for Babies Adding Human Milk Component to Formula Linked to Long-term Cognitive Benefits for Babies
    Women in Nutraceuticals Launches Pilot Mentorship Program Women in Nutraceuticals Launches Pilot Mentorship Program
    What’s Up With Supps to Host SupplySide West Closing Party What’s Up With Supps to Host SupplySide West Closing Party
    Weight Loss Products Sold as Supplements Adulterated with Toxic Yellow Oleander Weight Loss Products Sold as Supplements Adulterated with Toxic Yellow Oleander
    ODSP Director Highlights Agency Priorities Amid Proposed Reorganization ODSP Director Highlights Agency Priorities Amid Proposed Reorganization
    CHPA Petitions FTC to Withdraw Notice of Penalty Offenses Sent to Hundreds of Companies CHPA Petitions FTC to Withdraw Notice of Penalty Offenses Sent to Hundreds of Companies

    Related Breaking News

    • Breaking News | Certifications, Approvals & Patents | Herbs & Botanicals | Immune Function | Inflammation | Supplier News | World Markets
      PLT Health Solutions Granted Claims for Botanical Ingredient in Canada

      PLT Health Solutions Granted Claims for Botanical Ingredient in Canada

      The Boswellia and Aegle marmelos extract, marketed as Alviolife, can now be marketed in Canada with respiratory support claims.
      09.26.23

    • Dyna-Tabs, LLC

      ...
      HAROLD BAUM, MANAGING DIRECTOR 09.26.23

    • Breaking News | Industry & Market News | Regulations | Regulatory News
      CRN Files Petition with FTC For Clarity on Health Products Compliance Guidance

      CRN Files Petition with FTC For Clarity on Health Products Compliance Guidance

      The guidance, issued this year is a departure from common marketing practice of dietary supplements and food, and misrepresents the state of the law, CRN said.
      09.25.23


    • Breaking News | Dietary Supplements | Industry & Market News | World Markets
      Vitafoods Europe Relocates to Barcelona Starting 2025

      Vitafoods Europe Relocates to Barcelona Starting 2025

      The annual convention is heading to Spain after 26 years in Geneva, Switzerland.
      09.25.23

    • Medical Sales Representative – Riverside, CA

      Medical Sales Representative – Riverside, CA

      We are seeking a highly motivated and pro-active Medical Sales Representative to join our team.

    Loading, Please Wait..
    Trending
    • Soviets Took Probiotics To The Next Level
    • Todd Spear Joins Protein Research As VP Of Sales And Marketing
    • New Technology Converts Sugar In Juice To Fiber
    • Shiitake Mushroom Extract Appears Helpful In HPV Infections
    • HMB And Vitamin D Supplementation Linked To Reduction In Fat Stores
    Breaking News
    • PLT Health Solutions Granted Claims for Botanical Ingredient in Canada
    • CRN Files Petition with FTC For Clarity on Health Products Compliance Guidance
    • Vitafoods Europe Relocates to Barcelona Starting 2025
    • GOED Releases Sustainability Report for Omega-3s Industry
    • ABC’s Journal HerbalGram Celebrates 40th Anniversary
    View Breaking News >
    CURRENT ISSUE

    September 2023

    • A Clearer Path to Weight Management: The Ozempic Factor
    • Under Pressure: Stress and Mental Health Have Taken Center Stage
    • Sustainable Business Development: Principles and Strategies for Progress
    • BIOHM Health Targets ‘Digestive Plaque’ with Probiotic, Fungus, and Enzyme Formula
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    PLT Health Solutions Granted Claims for Botanical Ingredient in Canada
    CRN Files Petition with FTC For Clarity on Health Products Compliance Guidance
    Vitafoods Europe Relocates to Barcelona Starting 2025
    Coatings World

    Latest Breaking News From Coatings World

    Hugh Grant to Retire from PPG Board of Directors
    BASF Recognizes Hard Work with Five Prestigious Awards at SEMA
    Arkema Will Decarbonize Acrylics Production at its Carling, France Site
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Steven Goetz Joins Motif Neurotech as Chief Technology Officer
    ZAP Surgical Wins Two More IP Battles with Elekta
    3D Systems Partners with Klarity to Expand Distribution of VSP Bolus Solution
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Sartorius, SPARTA Biodiscovery Partner on Nanoparticle Analysis Platform
    Ono, Admid Partner on Novel Antibody Drugs in Oncology
    Theradaptive Awarded DOD Clinical Trial Award of up to $7.4M
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Taramar Unveils Skincare Solution Powered by Kelp
    NYX Professional Makeup Partners with the New York Liberty
    BASF and StitchCrew Introduce Educational Bootcamp for Indigenous Beauty Brands
    Happi

    Latest Breaking News From Happi

    Black Girl Ventures Foundation, Rare Beauty Brands and JCPenney Reveal 2023 National Competition Finalists
    Catch Partners with Rare Beauty, Introduces First Mobile App
    Haircolor Company oVertone and Franzia Wines Create Limited Edition Hair Conditioners
    Ink World

    Latest Breaking News From Ink World

    Arkema Will Decarbonize Acrylics Production at Carling, France Site
    Micro Powders Showcases New Natural, PTFE Alternative Additives at 2023 WCS
    Roland DG Direct-To-Film Printer Ink, Powder Receive ECO PASSPORT Certification
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    INX brings inkjet and sustainable packaging to PRINTING United Expo
    Schreiner MediPharm introduces Freeze-Light-Protect syringe label
    Kodak launches PRINERGY 10.0
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Ed Thomas Receives INDA Lifetime Technical Service Award
    ExxonMobil Works with JL Goor to Help Drive Growth in Ireland and U.K. Healthcare Sector
    Lee C. Stewart Resigns from Glatfelter Board
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    FDA Clears 4WEB Medical's New Integrated Cervical Plate
    CTL Amedica Granted ECAT Approval from Defense Logistics Agency
    Intech Acquires Lenkbar LLC
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Emerson Ventures Invests in First Resonance
    Nearly Six in 10 Warehouse Leaders Plan to Deploy RFID by 2028: Zebra
    Wiliot to Show Enhanced Version of Wiliot Cloud, IoT Pixels, at MWC Las Vegas 2023

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login