Discover the rising trend of improving gut health among the British public and how it's fast becoming a national love story.
The Power of 'Love your Gut'.
Every day across the UK, more and more Brits are falling in love with their guts. With the probiotics market alone projected to be worth in excess of £2 billion by 2029, it's little wonder that we've seen a huge rise in gut health information based content and productised solutions in recent years.
Whilst we have seen many health based fads such as diet pills, apple cider vinegar and who could forget activated charcoal (yuck). Modern gut health information is largely backed by science and promoted by influencer heavyweights.
From Scientists such as Professor Tim Spector OBE with both books and the personalised data app Zoe, Doctors like Chris Van Tulleken with his writing on ultra processed foods and celebrities such as Davina McCall and Steven Bartlett all promoting gut health, there is a growing emphasis on the importance of maintaining a healthy microbiome. This same emphasis, has also shone a light on exactly how little the average person really knows about the role of gut health in their overall health and well-being and us Brits are paying attention!
In February 2024, we conducted nationally representative research among 2030 UK adults about gut health. This showed that just 20% of Brits know that 30 grams is the recommended daily intake of fibre, yet 33% reported experiencing gut health related issues such as gas, bloating, heartburn and gut pain and a further 28% believe their gut health could be better. Furthermore, 43% admitted they are taking steps to care for their gut health with an additional 41% admitting that there are things they should be doing to take care of theirs.
Interestingly, while women are 6% more likely to report experiencing gut health issues than men, they are 15% less likely to have sought advice about their gut health.
Our research also revealed that 'love your gut' is more than a mere marketing trope designed to elicit specific buyer behaviours, it's gotten beneath the skin of many a Brit. 13% of people that participated in our study made the statement 'I love my gut', with men 7% more likely to make this statement than women.
Personal awareness of Gut Health needs
Personal awareness of gut health needs has also played a crucial role in the growing love affair with gut health among the British public. 62% of the respondents to our study that take care of their guts, admit to taking more care now than five years ago and 49% had sought out advice on how to take care of their guts from Doctors, Pharmacists and Dieticians, as well as search engines and social media.
Brits also show good knowledge of the reasons why they had decided to take care of their guts with management of existing gut issues and improvement of immune system topping the list reasons, both at 42%. Other key reasons were, to improve heart health (30%) and to lose weight (24%).
Moreover, people are recognizing the connection between their gut health and other aspects of their well-being, such as mental health. Research has shown that the gut-brain axis plays a significant role in regulating mood and emotions. This understanding has motivated individuals to prioritize their gut health in order to enhance their overall quality of life.
The Proliferation of Gut Health comms
It is clear that exposure has played a crucial role in Brits adoption of gut friendly living. Gut health isn't just a national love story, it's a national conversation. Experts, creatives and marcomms experts have done their job well on the national psyche with Brits admitting to hearing gut health discussions in a wide variety of places including:
Naturally, paid advertising has played it's role with just 23% of Brits saying they have not seen a gut health related advertisement. Of the 77% that have, 27% say they see 1-2 per week, 15% say they see 3-4 per week and 8% say they see 5 or more per week. Top places that adverts are seen by the nation include TV (46%), social media (19%), magazines (16%) and YouTube (13%).
There is clearly a correlation between exposure to communications about gut health and uptake of gut friendly living, as demonstrated by those living in London. Respondents from our capital are 15% more likely to see three or more gut health related adverts per week and with the exception of TV, are more likely than any other area of the country to see advertising via social media, magazines, YouTube, waiting rooms, newspapers, search engines, emails, bus stops, train/tube stations billboards, in their post and in their chats.
Consequently, they are 9% more likely to listen to advertising, 7% more likely to listen to social media influencers and 5% more likely to listen to celebrities.
Despite not reporting a higher incidence of actual gut issues, those from London are 15% more likely to have sought advice for their gut, 10% more likely to say 'I love my gut' and .....wait for it.... a whopping 59% more likely to be using some kind of gut health related product.
The use of Gut Health products
With the increasing interest in gut health, there has been a surge in the use of gut-health products among the British public. Probiotics, prebiotics, and other gut friendly supplements have become popular choices for individuals looking to optimise their gut health. These products aim to restore the balance of good bacteria in the gut and support overall digestive health.
Additionally, there has been a rise in the consumption of gut friendly foods such as fermented foods, fiber rich fruits and vegetables, and whole grains. These dietary choices promote a healthy gut environment and provide the necessary nutrients to support gut health.
When exploring products used by those who are actively taking care of their guts, the top products respondents identified were:
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In conclusion, the British public is indeed developing a love affair with their gut health. The rise of influential gut health communication, personal awareness of gut health needs, the significance of gut health for overall health and well-being, and the use of gut health products all contribute to this growing trend. As more people prioritise their gut health, it is becoming a national love story that highlights the importance of a healthy gut for a happy and thriving life.
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Research conducted by OnePoll from the 9th-12th February 2024. A nationally representative sample of 2,030 UK took part in an online survey which was weighted using ONS mid-year population figures.
About OnePoll
Established in 2003 OnePoll is a leading provider of international market research and data communication solutions, powering online research with inspiring human insights. Collaborating with more than 550 organisations, OnePoll delivers market research consultancy, data visualisation and audience-ready insights to global brands and ambitious start-ups alike. As an MRS Company Partner, Corporate member of ESOMAR and member of the British Polling Council, OnePoll is one of the most mentioned market research agency across the UK press and media and has powered over 100,000 headlines in the last decade.
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