Verb Biotics survey reveals need to bridge consumer knowledge gap on tangible benefits of probiotics

13 Nov 2023 --- Microbiome innovator Verb Biotics commissioned its 2023 Consumer Gut Health Survey to understand the public’s perception of biotics and found three major themes — US consumers are experiencing gut health issues, the gut microbiome is poorly understood and consumers are seeking out education on biotics.

With gut health issues on the rise, consumer interest in biotics is increasing, yet there is a gap in understanding how the gut microbiome impacts health, according to Verb Biotics. The company conducted an unbiased research study of 2,157 randomly selected US citizens to understand key gut health issues better.

“Gut health, a barometer of health and well-being, remains one of the most misunderstood facets of human health,” says Peggy Steele, chief commercial officer of Verb Biotics.

The survey found that consumers link the benefits of biotics to reducing inflammation and improving sleep and mood, but few link the benefits to the gut microbiome. “The gap in understanding of how to use biotics for gut health results in many consumers failing to reap the full advantages of these beneficial microorganisms.” 

Straight to the gut
The survey found that while 61% of consumers believe maintaining a healthy microbiome is essential for good physical health, only two out of 10 can identify the correct definition for the gut microbiome. Surveyed respondents claim that too much scientific jargon causes them to disengage.

According to Verb Biotics, consumers increasingly seek straightforward solutions that require less mental load to alleviate symptoms, such as drinking water, walking and taking antacids. Probiotics, on the other hand, are often a 5th or 7th choice. Probiotics need to feel easy and targeted to gut symptoms.Verb Biotics says more awareness is needed about probiotics to get consumers interested in gut health.

In addition, while seven in 10 consumers are familiar with probiotics, only 49% have used any form of biotics. About seven in 10 US citizens experience gut health-related symptoms, including stomach aches, bloating and acid reflux. Roughly 40% of those claim it impacts their daily lives. 

One in 10 gut health sufferers turn to probiotics when symptoms arise. “Probiotics offer a compelling opportunity to enhance people’s daily lives with the potential to improve overall well-being, which is why we are so passionate about our metabolite-delivering solutions,” says Todd Beckman, CEO of Verb Biotics.

The company also emphasizes that  there is a need to bring a deeper understanding of the gut microbiome into the common lexicon, as more than half of people have heard the gut microbiome is important to overall health, but very few know what it is. 

What do consumers need
The tangible benefits of the everyday functioning of biotics resonate most with consumers. Awareness and education on the benefits of biotics could help spark interest among non-users, who claim that not understanding them is a key barrier to use. 

Nearly eight in 10 users are open to trying pre-, pro and postbiotic products made through genetic engineering if it means increased benefits. Six out of 10 people believe the gut microbiome is important for physical health. Four out of 10 claim to understand the gut microbiome, and only two 10 recognize the correct definition.

Consumers link biotics to immune health, stomach pain, bloating, inflammation, women’s health, sleep and mood rather than the gut microbiome. After learning what biotics do in the body, people’s interest in using them increases significantly. Verb Biotics says there’s an opportunity for more consumer education, especially at point-of-purchase.

Once consumers learned the benefits of biotics to specific health states, 29% of non-biotic users expressed interest in it. Consumers are seeking biotic solutions with benefits they can feel that are backed by science.

By Inga de Jong