Danone North America recently conducted a survey that revealed a growing interest among Americans in foods and products that support gut health. The survey found that 84% of Americans have become more interested in gut health in recent years, aligning with the rapid growth of the global probiotics market, which is projected to reach $199.5 billion by 2030. Despite the increased interest in gut health, the survey also highlighted that 41% of consumers are still unaware of the gut microbiome and 50% do not realize its impact on gut health, indicating a need for further education in this area.
As a pioneer in the biotics space, Danone North America has been committed to providing research-informed products that support gut health and the gut microbiome since the launch of Activia in 2006. The company aims to empower consumers with the information they need to make informed decisions about food and beverages that best support their individual needs. The survey conducted by Danone served as a follow-up to a previous survey commissioned in 2021, revealing that while awareness of the gut microbiome has slightly increased, there is still significant work to be done in educating consumers.
Key findings from Danone’s survey include the fact that many Americans are unaware of how the gut microbiome can impact various health and wellness priorities beyond gut health, such as immune health, mental well-being, healthy aging, and sleep quality. Additionally, the survey showed that consumers struggle to identify eating habits and diets that promote gut health, with only a small percentage correctly identifying a Flexitarian eating pattern as beneficial for gut health over more restrictive diets like keto and paleo.
The survey also indicated that more consumers are becoming familiar with biotics, including probiotics, prebiotics, and postbiotics, which have been shown to support gut health and the gut microbiome. Despite this increasing awareness, there are still common myths surrounding gut health that may make it challenging for consumers to choose the right products. Kristie Leigh, registered dietitian and director of nutrition and scientific affairs at Danone North America, shared information to debunk these myths and guide consumers towards making informed choices.
To further advance the field of gut health and the gut microbiome, Danone North America has implemented initiatives like the Danone North America Fellowship Grant program, which has awarded over $500,000 to support research on probiotics and human health since 2017. The company’s commitment to research and education in this area is evident through programs like the Fellowship Grant, which supports groundbreaking studies on probiotics and prebiotics.
In 2024, the Fellowship Grant program awarded grants to researchers at the University of Wisconsin-Madison and Baylor College of Medicine to support research on probiotic and prebiotic development. These studies aim to explore the effects of probiotic consumption on metabolism and immunity, as well as the influence of gut microbes on blood cell production. Miguel Freitas, PhD, vice president of nutrition and scientific affairs at Danone North America, emphasized the importance of research in unlocking the potential of the gut microbiome and addressing knowledge gaps to empower consumers with science-backed information for their health goals.
Overall, Danone North America’s survey highlights the growing interest in gut health among Americans and the need for continued education and research in this area. By providing research-informed products and supporting groundbreaking studies, the company is dedicated to advancing the field of gut health and empowering consumers to make informed decisions for their well-being.
