With smartphones never far from reach, consumers now have more health and nutrition information available than at any point in history.
Awareness of the gut microbiome has grown enormously and so too has consumer appetite for products that support everyday well-being.
According to the 2026 International Microbiota Observatory, 63% of global consumers have heard of gut microbiota (up six points from 2025).
That creates a real opportunity for the gut health category, but attention also attracts noise — and the nature of that noise is changing in ways the health and nutrition industry cannot afford to overlook.
Steven Riley, Head of Marketing at Clasado Biosciences, takes a deeper dive.
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