In recent years, there has been a growing interest in gut health, with many people seeking ways to improve their digestive health. But the beginning of 2023 has seen a sharp rise in search for gut health and related search terms.
This trend has been driven by a variety of factors, including an increased understanding of the role that gut health plays in overall health and wellness, as well as a growing interest in natural and holistic approaches to health.
Consumers Taking More Interest in Their Gut Microbiome
The gut, which includes the stomach, small intestine, and large intestine, is responsible for digesting food and absorbing nutrients. It is also home to trillions of microorganisms, collectively known as the gut microbiome, which play a crucial role in maintaining gut health.
There is rising interest in search lately to understand further what the gut microbiome is and how to improve as shown in the table below:
| Top Related searches for Gut Microbiome | Index |
| Gut health | 100 |
| Gut Microbiome test | 66 |
| Microbiome test | 59 |
| How to improve gut microbiome | 32 |
One of the key reasons that gut health is becoming an increasing health trend is that researchers are discovering more and more about the importance of the gut microbiome in overall health. Studies have shown that a healthy gut microbiome is essential for a strong immune system, healthy digestion, and even mental health.
Shift Towards Dietary Management of Gut Health
People are looking for natural and holistic ways to improve their health. Rather than relying on medications and other conventional treatments, many people are turning to natural remedies like probiotics and prebiotics to support gut health.
Probiotics are live bacteria and yeasts that are good for you, especially for your digestive system. Probiotics are often found in fermented foods like yogurt, kimchi, and sauerkraut, and can also be taken in supplement form.
As such, we are seeing an increase in search for fermented foods in general.
Prebiotics, on the other hand, are types of fibre that feed the good bacteria in your gut. They are found in many plant-based foods, including fruits, vegetables, and whole grains.
With the rise in interest for such foods content marketers should focus on topics around the benefits of fermented foods, probiotics and prebiotics for gut health. There is also a rise for terms like “benefits of prebiotics for gut health” and “supplements that improve gut health” for example.
Trends Shaping a Personalised Approach to Gut Health
The rise of brands like Zoe has also contributed to much of the positive media towards gut health. However, consumers are increasingly wanting to take a personalised approach to managing their health. Although, personalised nutrition has yet to be established as a pillar search category.
Brands and companies that offer dietary and nutritional advice are perfectly placed to be able to offer personalised services, particularly with the improvements in home testing kits.
Consumers Increasingly Aware of the Link Between Gut Health and Mental Health
Finally, gut health is becoming an increasing health trend because of the many ways that poor gut health can impact overall health and well-being.
People are becoming more aware of the connection between the gut and the brain, and are seeking ways to support both their gut health and their mental health.
How Marketers Can Leverage Gut Health Trends
Gut health is linked to many other health and wellbeing issues. For example gut health and depression, gut health and immunity or gut health and weight loss. Identifying these links that are relevant to your business can provide opportunity to develop topic clusters around your business. These examples are also relevant keywords that your business can build content to rank for and increase organic traffic.
Also, identifying search terms that people are searching for to help improve their gut health. We’ve identified some for lower difficulty and competition that still have over 100 estimated search volume per month:
- ‘superfoods for gut health’
- ‘smoothies for gut health’
- ‘best kombucha for gut health’
Also, don’t forget social media. On Instagram #guthealth has over 4 million posts and niche terms such as #guthealthdiet has over 50,000 posts. This presents an opportunity to adopt both organic social and paid advertising strategies to attract new customers who are looking to improve their gut health.
