Gut Health Resolutions

TREND OVERVIEW

Gut health has become a hot topic in today’s wellness-obsessed world. As search data reveals a steady climb in interest over the last four years, the topic of digestive well-being has become hard to ignore with many modern consumers going about their quest for holistic health.

In the UK alone, searches for “gut health” have skyrocketed, going from 4.1k in November 2019 to a staggering 14.8k in November 2023, marking an impressive +236% growth.

TOP SEARCH TERMS

Consumers are actively exploring terms related with gut health (18k avg. monthly searches), with searches such as:

• gut bloating
• leaky stomach
• best probiotics
• supplement probiotics

It’s clear people are hungry for both knowledge and effective solutions.

BRAND SPOTLIGHT

Brands are seizing this opportunity. Keywords related to ZOE, the personalised nutrition brand, have experienced high YOY growth in UK (e.g. ‘zoe health’ +1038% YOY, ‘zoe nutrition’ +406% and ‘zoe gut health’ +233%). Volumes for other brand-related searches such as ‘bettervits probiotics’ (205%), ‘holland and barrett probiotics’ (9%) and ‘activia gut health’ (8%), have also increased.

SEASONAL INTEREST

But here’s the exciting part: gut health interest follows an annual seasonal pattern. After the indulgent festive season, we know many consumers embark on a health journey in January, and now, it appears gut health is increasingly becoming a must-have on their list of health kicks. In fact, last year this seasonal demand caused a 96% surge in searches related to digestive health from December to January.

Gut health is not just a passing trend; it has become an essential part of the health and wellness landscape. Countless individuals are genuinely concerned about their digestive well-being, presenting brands with an exciting opportunity to meet this increasing demand. While there are already various probiotic options available, including powders, juices, cereals, chocolates and even baked goods, the question remains: which products will truly become must-haves for consumers?

As we step into the new year, it’s the perfect time for brands to capitalise on this trend and make their mark in the booming industry of gut health.