In the past gut health was always a topic that was only discussed behind closed doors, but in recent years sentiment has shifted, and consumers have become more open to discussing bodily functions that were once considered embarrassing.
Gut health’s surge in popularity aligns with an increase in research and understanding around the function of the gut and the role it plays in our overall health and wellbeing. 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. It is responsible for 70% of the immune system and it produces over 90% of the serotonin in our body, meaning if it’s in a bad way your overall health will suffer.
New research from Holland & Barrett revealed that the UK is having a gut health moment with more than 55% of people now more actively aware of their gut health than last year. This is a trend that has taken social media by storm with #guttok content now attracting more than 7 billion views, and #gutmicrobiome clocking over 730k views every week on TikTok.
However, with over a third of consumers not knowing what proactive measures they can take to look after their gut microbiome and Tik Tok littered with influencers providing advice that doctors wouldn’t necessarily recommend, it can be incredibly hard to know what advice to follow.
So how can legitimate brands in the space cut through the noise and position themselves as reliable sources of information in an industry that is saturated with false and suspicious claims?
Showcase quality and expertise
Working with a reputable third-party spokesperson, such as a registered nutritionist, lends credibility to your brand and helps to build trust with both journalists and consumers. Having a third-party spokesperson highlight the best practice production processes you follow will draw attention to the quality of your product against others in the market.
Highlight your unique selling point
When the market starts to become saturated with players all providing differing advice, as we’ve already established it can be tricky to gain cut-through. It’s also difficult to promote and communicate the health benefits of kombucha when there’s limited scientific evidence to back claims.
Having an effective communications strategy that’s focused on plugging potential benefits or differentiators against the competition – whether it’s taste, the expertise of your founder, the well-known fans of the product – ensures you stand apart from the rest of the market.
Working with a PR agency that’s well-versed in the nuances of the wellness markets and what we can and cannot say about the product in the public space allows you to effectively develop a comms plan that still helps to promote the benefits of your product, whilst following regulatory guidelines.
Advocate for best practices
Recognising the need for the market to do better and aligning with other UK companies to encourage best practices could help position your brand positively and highlight the superiority of your product.
An effective PR strategy can amplify this activity, through announcements, interviews, and drafting comments on the topic. An agency partner would also help to guide the direction of the campaign, ensuring your brand’s voice isn’t lost, or giving you a clear standpoint that helps to differentiate you from other participating companies or influencers.
If you would like to find out more about how an impactful PR campaign could help your brand cut through the noise and be positioned as a credible business, speak to one of our Consumer PR specialists.