The global digestive health market is experiencing significant growth, with increased consumer awareness driving the demand for gut modulation products. Much of this consumer awareness can be attributed to celebrities and influencers driving interest on TikTok.
So how can brands turn this information into actionable insights?
Market research firm Spate has its finger on the pulse of health and wellness trends thanks to its proprietary Popularity Index, which combines Google and TikTok data to show how popular a category or trend is.
By analyzing over 20 billion search signals and more than 60 million TikTok videos across the globe, Spate is able to expose what types of gut health products consumers are actively searching for and watching.
The rise of prebiotics
One category that is performing well is prebiotics. Williams said consumers are looking to prebiotics for multiple benefits.
“Rising interest in gut health (+390.7K YoY popularity increase), UTIs (+86.7K YoY popularity increase) and yeast infections (+51.0K YoY popularity increase) alongside prebiotics show growing connections to whole-body and intimate health,” Williams said. “I’m also fascinated by TikTok’s influence (83.7% of popularity) in driving discovery and shaping the conversation.”
Williams, who will be speaking at Probiota next month in Vancouver, said she is looking forward to presenting some of the findings from Spate’s 2025 Supplement Trends Report as well as digging into more gut health-specific data points.
“I’ll be sharing insights into how consumers are discovering prebiotics through social content but turning to Google for answers—highlighting a gap between awareness and understanding," Williams said. “I’ll also cover opportunities in emerging formats like prebiotic drinks (+28.5% YoY Popularity growth) and supplements (+28.9% YoY Popularity growth) as consumers seek approachable, functional options.”
Meeting curiosity with trusted information
Williams highlighted the opportunity for brands to bridge discovery and education by meeting consumers with trusted information as they navigate curiosity sparked by social media.
“Brands can also tap into growing interest in non-digestive benefits alongside prebiotics like PH balance (+11.0K YoY popularity increase) and holistic wellness (+23.9K YoY popularity increase), creating products that address broader health goals,” Williams said.
“Consumers are eager to experiment but still need guidance. Brands that combine credible education with innovative, lifestyle-friendly products will be best positioned to lead in this fast-growing space.”
Probiota Americas
The 10th anniversary edition of Probiota Americas is just around the corner. Taking place in Vancouver, Canada, the leading event for the probiotics, prebiotics and microbiome community in North America will be held June 9-11. Click here for more information and to book your place.
In addition to Spate, other affiliations for our speakers include The Gates Foundation, Rothschild & Co., Zbiotics, Viome, University of Sherbrooke, University of California San Diego, Joint Genome Institute, Lawrence Berkeley National Laboratory, Gowling WLG, Amin Wasserman Gurnani LLP, the International Probiotics Association, Beneficial Microbes Consultancy, Tiny Health, USP, AnaBio Technologies, NPCS International, Eurofins, Lumina Intelligence, GenBiome, Slimbiotics, University of South Florida, Novonesis, IFF, Vidya, Morinaga, BioGrowing, ADM, Wecare Probiotics and many more.