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Once a niche wellness topic, gut health has become a global obsession – but awareness isn’t the same as understanding. 🦠 Miguel Freitas, vice president of nutrition and scientific affairs at Danone North America, speaks to FoodBev about why confusion persists and how brands can help consumers turn gut health curiosity into real results.

In the early 2000s, gut health was largely considered a niche concern, and ‘gut microbiome’ was far from a mainstream term. Fast forward to today, gut health has become a cornerstone of how consumers think about overall wellness, with the global probiotics market alone expected to reach $119.5 billion by 2030. While the abundance of products claiming to support gut health gives consumers many different options, it can also make it challenging to discern which products truly deliver the benefits they seek.

For food and beverage manufacturers in the business of health-promoting foods, keeping a pulse on consumers’ understanding of this space is essential. This is especially true in light of the growing body of evidence that suggests gut health and the gut microbiome are linked not only to the function of your digestive tract, but also to immune health, mental wellbeing, sleep quality and more.

To that end, we recently commissioned a consumer survey to assess changes in interest and understanding over time and identify persistent gaps that represent opportunities for both brands and health care professionals to educate.

Survey snapshot

Interest is up while understanding lags

Our national survey of 1,008 US adults was conducted in December 2024 as a follow-up to a similar survey we commissioned three years prior. Overall, it found that while awareness is on the rise (Google searches for 'gut health' have more than doubled in that time), interest appears to be outpacing education and confusion remains.

Let’s start with interest. The survey revealed that a whopping 84% of Americans have become more interested in foods or products that support gut health, and the majority are familiar with probiotics (88%, up 4% from 2021), prebiotics (76%, up 11% from 2021) and postbiotics (60%, up 11% from 2021).

That said, it also revealed persistent knowledge gaps that must be addressed if consumers are to best leverage the science in pursuit of their individual health goals. For example:

• 41% remain unaware of the gut microbiome

• 50% don’t realise it influences gut health

• 56% don’t connect it to immune health

• 63% overlook its link to mental wellbeing

• 54% don’t associate it with healthy ageing

• 61% underestimate its role in sleep quality

• 73% don’t know it’s established early in life

Most people have difficulty identifying the eating patterns that best support gut health, with only one in ten able to correctly identify a Flexitarian eating pattern, which emphasises plant-based foods while also incorporating nutrient-rich animal foods, as a diet that best promotes gut health over more restrictive diets like keto or paleo.

Microbiome myths

How a cluttered landscape impacts decision-making

Our survey shed light on several persistent myths that could be making it difficult for consumers to navigate gut health-promoting products in an increasingly crowded category.

Myth #1: All 'live and active cultures' are probiotics

Fact: While 44% of consumers who are familiar with probiotics assume all 'live and active cultures' qualify (down just 3% from 2021), not all bacteria are created equal. Live and active cultures only qualify as probiotics if the specific bacterial strains included have been studied and shown to provide a health benefit.

Myth #2: All fermented foods and beverages contain probiotics

Fact: While 49% of consumers familiar with probiotics believe fermented foods and beverages like kombucha, sauerkraut or sourdough bread automatically contain them (down just 3% from 2021), that’s not always the case. The bacteria used to ferment these products may not be considered probiotics, and many undergo processes like pasteurisation and baking that kill the live microbes, probiotic or not.

Myth #3: Probiotic supplements are equivalent to probiotics in food

Fact: While 45% of consumers familiar with probiotics believe probiotic supplements are equivalent to probiotics in food (down just 2% from 2021), foods, like yogurt, are often considered a better vehicle for probiotics because they help buffer stomach acid, which can help probiotics reach the intestine intact.

Myth #4: Prebiotics and probiotics do the same thing for your body

Fact: While 71% of consumers familiar with probiotics think prebiotics do the same thing for the body (down just 4% from 2021), they actually support gut health in distinctly different ways. Probiotics are live microorganisms that have been shown to benefit health, whereas prebiotics are typically fibres that feed the good bacteria already in your gut. Both are important for gut health and gut microbiome support.

From interest to impact

How brands can help bridge the gap

The surge in consumer interest around gut health is more than a passing trend, it is a shift in how consumers define what it means to be well. Our survey proves that there is still work to be done in educating people about how to support the microbiome in meaningful ways and best unlock its potential for overall well-being.

For the food and beverage industry, the opportunity is clear: consumers are paying attention to gut health, and it is essential that, as we continue to respond to consumers’ desire for products to support gut health, we help them take informed action rather than add to the confusion.

To lead in this space, brands must prioritise both science-backed product innovation and claims rooted in research. With an emphasis on research, clarity and accessible, everyday solutions, we as an industry can help bridge the gap between interest and impact, empowering consumers with the knowledge they need to turn gut health awareness into lifelong, health-promoting habits.