Consumers are no longer approaching gut health as a one-time fix. They’re building it into their everyday lives through supplements, foods, beverages, and personal care products that support their overall well-being.
Our previous report, The Gut Shift: The Rise of Holistic Digestive Wellness, found that seven in ten consumers say they’re familiar with the term gut microbiome — a sign that this once-niche concept has entered the mainstream.
Our new publication, Inside Out: Embracing the Gut Microbiome Revolution, explores this transformation from a one-off interest in probiotics and digestive relief to a series of intentional, recurring behaviors that are now part of everyday habits. Gut health isn’t just something consumers think about – it’s becoming something they do.
From Moment to Ritual: How Gut Health Shapes Daily Life
From morning supplements to afternoon sodas and evening teas, microbiome-supportive choices are becoming embedded in daily routines. These emerging rituals are reshaping expectations across the entire CPG landscape.
- Morning: Products like Seed’s DS-01 Daily Synbiotic and Ritual Synbiotic+ are designed to kickstart digestive support as part of a consistent morning supplement ritual.
- Midday: Brands like Poppi and Olipop are redefining the soda experience with prebiotic sodas that make gut health an appealing, accessible lunchtime habit.
- Evening: Options like Traditional Medicinals’ Probiotic Teas and Culture Pop bring calming, gut-friendly ingredients into wind-down routines. Additionally, skincare brands such as Gallinée and TULA Skincare are incorporating prebiotics and probiotics into cleansers, serums, and moisturizers, positioning skin health as an extension of the gut-skin connection.
As functional intent blends into lifestyle, brands have a clear opportunity: move from delivering benefits to becoming part of consumers’ wellness rituals.
The Supplement Surge
Gut health supplementation is quickly evolving from reactive use to proactive routine. 53% of consumers currently take supplements for gut health, and an additional 35% express interest but have not yet entered the category, highlighting a sizable opportunity to engage the gut health curious.
Consumers are navigating the space through a combination of self-education and trusted recommendations. Key decision drivers include:
- Online research and reviews
- Medical recommendations
- Friends or family recommendations
This behavior signals that gut health is being built into the foundation of broader wellness routines, moving beyond occasional symptom relief to daily, preventative care.
Eating and Drinking for Inner Wellness
As gut health becomes more deeply woven into wellness culture, consumers are expanding how and where they expect support. Increasingly, they seek out food and beverage options that nourish the microbiome in ways that feel natural, enjoyable, and easy to integrate into everyday routines.
From fermented snacks and fiber-rich bowls to sparkling herbal tonics, gut wellness is no longer a trend – it’s becoming a lifestyle standard. For brands, this shift creates a growing opportunity to deliver functional benefits in craveable, convenient formats that align with modern routines.
However, true understanding and engagement remain limited. Most of those who claim familiarity report only surface-level knowledge, and 30% acknowledge they “don’t know much” about it at all. This gap between recognition and real comprehension is shaping how consumers navigate the space, and where they hesitate to act.
This surface-level familiarity is reflected in how few consumers are actively engaging with the space. Take microbiome testing: while it can offer varying levels of analysis on diet, digestion, inflammation, and overall gut balance, very few people are using it. According to our study, among those who are aware of the microbiome, only 25% know that testing exists, and just 4% have tried it. This is a space that has captured attention but hasn’t yet earned meaningful action. For many consumers, it may feel scientific, abstract, or simply out of reach. For brands, this is the moment to help bridge that gap and move people from recognition to action by making science approachable and the experience personal.
A Market Ready for Innovation
This is a moment for brands to lead with innovation. By simplifying the science, offering intuitive and personalized solutions, and connecting with both gut health loyalists deepening their daily rituals and the gut health curious seeking credible, accessible entry points, brands can make gut health feel more approachable. This shift can help consumers move from curiosity to meaningful action.
IDEAvate360 helps brands test early-stage ideas with real consumers and influencers, quickly and efficiently. Whether you’re exploring new gut health products, positioning or refining your value proposition, IDEAvate360 provides rapid feedback to shape solutions that resonate in a fast-moving category.
Ready to move faster on your next gut health innovation? Contact our experts today about IDEAvate360.
