The increasing interest in improving gut health reflects a significant shift within the health, wellness, and fitness industry towards a more holistic and preventative approach to overall well-being. Gut health is recognised as a central component of good health, with implications for immunity, digestion, mental health, and even weight management. This trend highlights the industry’s evolving focus on the inter-connectedness of various aspects of health and the role of the gut microbiome in maintaining optimal health. As consumers become more educated about the significance of their gut health, they seek out products, supplements, and practices that promote a healthy digestive system. This trend not only diversifies the market but also encourages the development of science-backed solutions, contributing to a more comprehensive and informed approach to health and wellness.