Mental wellness has found a powerful — and unexpected — partner: the gut. While science has long acknowledged the gut-brain axis, it’s only now entering mainstream awareness. Consumers are reshaping how they talk about clarity, mood, and emotional balance through the lens of digestion and increasingly linking gut health and mental health in the process.
Our latest report, The Gut Shift: The Rise of Holistic Digestive Wellness, explores the emotional side of gut health with insights gathered from Leger’s Health and Wellness Community. From brain fog to anxiety, consumers are no longer seeing digestion as just a physical concern — it’s emotional, mental, and deeply personal. And that opens new doors for brands ready to meet this emerging need.
Gut Health and Mental Health: From Science to Self-Care
The science behind the gut-brain connection is still developing, yet consumers are moving ahead — guided by personal experience and growing cultural awareness. 85% said they believe their gut health affects their mood and mental clarity. While 19% linked gut issues to anxiety or depression and 15% pointed to brain fog as a related concern. These insights highlight a clear connection in the public mind between gut health and mental health.
These aren’t abstract associations. They reflect real, daily disruptions — to productivity, to focus, to emotional balance. For brands, the message is clear: consumers now see digestive wellness as integral to emotional health—and they’re drawn to solutions that are both credible and personally resonant.
Women Are Leading the Emotional Wellness Shift
Our findings reveal a distinct gender gap. Women are not only more likely than men to associate gut health with emotional well-being (88% vs. 82%), but they also report higher instances of anxiety and brain fog tied to digestive issues.
This group is not only responsive but also informed, vocal, and often at the forefront of adopting new wellness frameworks. For brands aiming to build credibility and emotional resonance, aligning with the female holistic mindset offers a powerful opportunity.
Psychobiotics and the Social Media Effect
While awareness of gut-brain health is rising, most consumers are still unfamiliar with specific solutions. Only 7% have heard of psychobiotics, and just 2% have tried them. At the same time, social media is fueling curiosity. The vast majority of consumers say social media platforms, like TikTok and Instagram, have increased their awareness of the connection between gut health and mental well-being, and more than half have tried gut-related products they discovered on social media.
As curiosity around gut health grows online, social media is playing a bigger role—not just in what consumers learn, but in how they feel, share, and act on that information. This presents a dual opportunity: brands can both educate consumers on emerging gut-brain solutions and do so in a way that feels accessible and human — supporting both gut health and mental health journeys.
Mental Wellness Starts in the Gut
As the science of the gut-brain connection becomes more visible, consumers are starting to redefine what mental wellness looks like, and where it begins.
With awareness rising and solutions like psychobiotics still in their infancy, brands have a chance to lead with purpose. Those that connect gut health to the broader landscape of mental wellness will not only meet demand, and they’ll help define the next frontier of self-care.
Want to lead the conversation on gut-driven emotional wellness?
Partner with us to explore consumer sentiment, validate emerging trends, and shape innovation roadmaps – all through direct access to real, lived experiences. With Leger’s Health & Wellness community, you can quickly tap into a ready-made ecosystem of engaged, health-conscious consumers.
Looking for something more tailored? We also build custom insight communities designed around your unique target – giving you ongoing access to the voices that matter most to your brand. Contact our team to learn how we can support your next move.
