Documenting Consumer’s Perspectives on ‘Gut Health’ and the Impacts of Nutrition

How Consumers Think About Gut Health

There is significant consumer, research, and industry interest in supporting ‘gut health’ although the specific effects that are desired, investigated, or targeted through diets, foods, and supplement products are highly variable. There is an opportunity to understand and document how consumers articulate ‘gut health’, the indicators they consider reflective of a healthy gut, whether they consider nutrition to be impactful, how this drives food and supplement choices, and their sources of information. This information would 1) guide healthcare practitioners communications by providing evidence around consumer/patient perspectives, decisions, and information sources, 2) support research directions, and 3) identify educational opportunities to inform evidence-based decision-making (including consumers). This project leverages qualitative and quantitative research approaches to better understand consumer thinking and how this drives dietary choices.