Gut health: Why it’s more than just a consumer trend

Gut health may be having a moment, but it definitely isn’t a fad. As you can see from the Google Trends graph below, the search term ‘gut health’ has been on a upward trajectory over the last twelve months.

gut health trendline

The significant increase in research and understanding around the function of the gut and the huge role it plays on our overall health and wellbeing has not only sparked conversations amongst health experts but has also inspired a shift in consumer behaviour.

Research has shown that the gut is the focal point for our health and should be one of the first places to address when we want to maximise our health. We’re now aware that if your gut health is in bad shape, then it is likely your overall health is suffering too. Not only does the gut play a critical role in digestion, but it has also been proven to be essential for immune function, weight regulation and brain function.

We’ve also learned that the gut is responsible for 70% of the immune system and it produces over 90% of the serotonin in our body. Equally, nutritionists have made us aware that if our gut is in bad health, our body isn’t able to absorb nutrients and vitamins as easily from the food we’re eating – no matter how healthy they are.

It’s no wonder that gut health has become a key talking point amongst nutritionists and health experts who are eager to educate and raise awareness of how to maintain a healthy gut. This increased understanding has also driven consumer appetite for gut-health products over the past few years which has translated into a booming probiotics market and it is showing no signs of slowing down.

Brands offering consumer products with health at their core have also witnessed the highest growth in sales over the past year. With health at the forefront of consumers’ minds, particularly during the pandemic, this will no doubt continue to rise for the foreseeable.

Here we’ve included a roundup of some of our favourite brands who are leading the way in product innovation and raising awareness to put gut health firmly on the agenda:


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A post shared by Bio&Me (@bioandmeuk)

Created to bring both clarity and credibility to the world of gut health, Bio&Me is the UK’s first evidence-based gut health food brand, that is on a mission to make good gut health deliciously easy. Or as they like to call it #DeliciousDiversity

The brand oozes credibility within the health sector, starting with both of their co-founders. Firstly, Dr Megan Rossi BSc PhD RD who is a registered dietitian, nutritionist and research fellow at King’s College London with a PhD in gut-health. Whilst Jon AKA ‘the boss man’ has amassed 25 years of experience within the food and drink industry under his belt.

From their vast granola selections to tasty porridge dishes, Bio&Me is your one-stop-shop for all things gut-health and we’re predicting 2022 to be a big year for the brand.


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A post shared by Symprove (@symproveyourlife)

A leader in the probiotic category and popular with various celebrities and influencers, Symprove is a liquid food supplement that contains four unique strains of live and active bacteria to help boost gut microflora.

Each 70 ml cupful of Symprove delivers 10 billion bacteria to the gut and can be taken every morning, ten minutes before you eat or drink. Symprove also offer customers a subscription service and recommend a 12-week programme to ensure a long-lasting happy, healthy gut.


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A post shared by Zooki (@zooki)

Whilst in a pursuit to find an easy-to-swallow alternative to chunky Omega 3 capsules that had been prescribed to him for a rugby injury, Co-Founder Marcus Mollinga happened to stumble upon the concept for Zooki supplements.

Since those initial conversations and meetings with friend, and fellow co-founder Jack Morrison the brand has gone on to be stocked around the world and has replaced over 30 million capsules with tasty and effective sachets.

What separates Zooki supplements from other nutritional products on the market is that they contain nutrients in natural lipids, this helps to shield, protect and deliver the nutrients straight into your system.

Recently the brand has released its ‘Gut Biome Zooki’ product which contains 3 hand-picked strains of live bacteria. These live bacteria help to maintain a healthy balance in your gut’s microbiome, an important role as our gut’s microbiome plays a role in our mood, energy, skin, immune system and brain.

Wild Dose

Wild Dose, provides a rapid relief remedy to beating bloating and aid gas relief quickly, meaning no-more uncomfortable meals. Bloating has finally met its match.

Even though they’re still relatively new as a brand, the future looks bright for Wild Dose who’s first secured retail location is no other than, John Bell & Croyden. One of the most recognised Pharmacies in the world, and holder of the Royal Warrant as Pharmacists to Her Majesty Queen Elizabeth II.

Watch this space, as we’re predicted big things to come in the coming months for Wild Dose!

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A post shared by Wild Dose (@wild.dose)

If you’re looking to find out how your brand can maintain a consistent presence within the gut-health conversation, get in touch with us today to find out how our Consumer PR or social media team could help you.

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