Verb Biotics, has released the results of its gut microbiome-focused consumer study.
The survey highlighted the general public's lack of knowledge in how the gut microbiome works, as well as their understanding of the gut-brain axis.
It also found that there was a knowledge gap on how biotics can benefit the gut, and — in turn — a person's mental health.
The US-based, nationally representative study gathered the perceptions and opinions of 2,018 consumers who declared their openness to taking supplements for better health.
According to Verb, the findings revealed three key insights:
- More evidence-based information on gut health needs to be available to consumers
- Mental health problems were reported in a majority of the participants (73%), so addressing these issues with a natural solution is highly important
- The demand for dietary supplements with greater efficacy and overall benefits is growing
Shockingly, the survey found that 65% of survey respondents struggle with poor gut health, and more than 70% face mental health challenges.
These statistics highlight the need for the industry to provide accessible solutions that target the gut-brain axis and can work to support overall wellbeing.
Lacking consumer knowledge on the gut-mental health axis
Although many people associated the gut microbiome with common unpleasant gastrointestinal problems such as bloating, only 10% of respondents were aware of the link between gut health and mental wellbeing.
While not all consumers directly link the state of their gut to their mental health, a strong majority do acknowledge that there's a connection between the two.
84% of consumers recognise that the gut microbiome plays a role in overall health, with 85% agreeing that the connection between the microbiome and the brain is important for overall wellbeing.
The CEO of Verb Biotics, Tood Beckman, commented: "The data reveals that consumers are confronting serious issues with their overall wellness, particularly in gut and mental health, but they remain unsure of how to address these concerns effectively. This offers a significant opportunity for brands to educate consumers about the gut's impact on mental health, and why it's important."
According to the survey, consumers are also more likely to buy supplements that offer multiple benefits.
Respondents' intent to purchase supplements rose by 15% when the number of benefits associated with a nutraceutical rose from one to three.
"Ultimately, consumers want biotic supplements that deliver benefits that go beyond digestive health, featuring scientifically-backed ingredients that deliver comprehensive results." Concluded Todd.