What Do Consumers Know About the Gut Microbiome?
Brands have an opportunity to build trust by bridging a substantial knowledge gap.
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.
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 sens
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