Building a product that the gut-health-literate consumer will buy 

Speaking in the recent NI editorial webinar Matters of the Microbiome, dietitian Sophie Medlin highlighted how age-related declines in beneficial gut bacteria can be mitigated through targeted interventions.

Brands have a unique opportunity to meet increasingly knowledgeable consumers with credible, evidence-led products, she said.

The importance of midlife gut health

From midlife into later life, gut microbiome diversity typically declines, meaning fewer beneficial bacteria, Medlin explained. Chronic stress, reduced physical activity, and limited time for meal preparation all contribute to this decline, while budget constraints can further restrict access to nourishing foods.

“Midlife is really about protecting against that decline in microbial diversity, which may in turn help protect us from conditions we often think of as inevitable in later life, such as heart disease and diabetes,” Medlin said.

“It’s a key and crucial time to protect gut health, and by focusing on it during this stage, we can help support better health and wellbeing as we move into older age.”

Midlife consumers in particular are targeted by gut health and microbiome marketing, Medlin noted, but this also coincides with a life stage in which people naturally become more focused on their health.

“In early adulthood, unless someone has a diagnosed gut condition such as IBS or inflammatory bowel disease, gut function is often stable and not a major concern,” she said. “As people age, however, health becomes a higher priority, and gut health moves up the agenda.”

Consumers get gut-health literate

The rapid growth of scientific research over the past decade has fuelled consumer literacy around gut health and the microbiome, Medlin noted, as well as improved efforts of companies and practitioners translating that science for the public.

When she began practising as a dietitian nearly 20 years ago, Medlin said there was widespread belief that “most bacteria were bad”, whereas advances in microbiome research have fundamentally shifted scientific thinking and, in turn, public awareness.

Furthermore, companies like The Gut Stuff and Zoe have played an important role in helping people understand what gut health is and why it matters, Medlin noted. Such brands, she said, have seen the value of making complex scientific concepts accessible and relevant in order to support clearer consumer understanding.

“When it comes to education, the key is meeting people where they are,” she said. “In my clinic, some people have very little understanding of gut health, and others come in already very well informed.

“There’s a wide range in terms of public understanding and literacy, so the challenge and the opportunity here is identifying those gaps and tailoring education accordingly, rather than assuming everyone is starting from the same place.”

Consumer knowledge gaps

But there are clear knowledge gaps, Medlin said.

“I think one of the biggest areas of confusion is still around prebiotics and probiotics — simply understanding the difference between the two,” she said, noting that while consumers are becoming more gut-health savvy, many people still don’t realize that prebiotics nourish beneficial bacteria, while probiotics are the live microorganisms themselves.

“Furthermore, I think there’s still a real gap in understanding is what happens next — the whole point of combining prebiotics and probiotics is the production of postbiotics,” she said.

Postbiotics are produced by gut bacteria and are responsible for many of the body’s anti-inflammatory and health-promoting effects. They interact with the immune system and play a central role in maintaining overall gut health. However, Medlin still sees a “lack of understanding” among consumers.

“We need to help consumers understand the bigger picture,” she said. “When people grasp that the goal of supporting the microbiome is to improve the production of beneficial postbiotics, the whole concept starts to make much more sense, and I think that’s the missing link in helping people truly understand why gut health matters.”

Communicating gut health science

One of the hardest aspects of communicating microbiome science accurately is striking the right balance between clarity and oversimplification, the consultant dietitian said.

“I think the key is having a layered approach to information, starting from the very basics and gradually building on that knowledge, rather than expecting people to understand everything straight away,” she noted.

Communicating complex ideas through social media posts or short videos is particularly challenging. Medlin noted that she often acknowledges this tension by explicitly stating when an explanation is an oversimplification, while framing it as a helpful way for audiences to understand the concept within its proper context.

Another key challenge lies in the current state of microbiome science itself, Medlin added.

“Even among microbiome researchers, we know that we’ve probably only uncovered around 10% of what there is to understand about the microbiome,” she said. “It’s an incredibly exciting field, but it’s still early-stage research.”

The problems arise when companies present emerging science as definitive, or claim that a product will universally “fix” conditions, Medlin explained.

“For me, it’s about being clear and honest about both what we know and what we don’t know, while still communicating what’s exciting and promising,” she said.

Medlin said balancing her role as a clinician with her work alongside brands is difficult, particularly in a space where simplified narratives and exaggerated claims are common.

“Having strong scientific credibility built into a brand really matters, so that means credible experts involved in formulation and development, people whose presence alone signals trust,” she said. “That kind of expertise goes a long way in this space.”

She noted that when a brand loses credibility, healthcare professionals will no longer recommend it, and while consumers may purchase it once, they quickly recognise that it does not deliver on its promises.

“I could spend all day reporting misleading adverts to the ASA or other authorities, but it’s not a productive use of time, and there will always be bad actors in the space,” she said.

“Instead, the focus has to be on building credibility through education, transparency, and genuine expert involvement.

“People buy from people, and they want to hear from trusted experts, not from voices that clearly lack real understanding, so that’s how you compete in the long term.”

Building a successful solution

The consultant explained that what distinguishes a genuinely evidence-led microbiome supplement from one following the gut health trend is the choice of strains. Credible supplements are built around well-researched, evidence-based strains, ideally supported by studies on the specific combinations used, she noted.

“That level of evidence does require significant investment, and it’s not easy,” she added. “Many companies enter the space with good intentions, but if they’re using strains that haven’t been properly researched, aren’t sourced from credible facilities, or haven’t been robustly tested before being released to consumers, the product may simply do nothing.

“The key is speaking to experts before formulation and choosing strains that are designed to do something specific, rather than creating a vague ‘general gut health’ supplement. Consumers are increasingly ready for that level of specificity. But above all, it comes back to credibility: using strains with a strong body of research behind them.”

For brands operating in the space, Medlin says that communication around midlife gut health should focus on the fact that gut health is changeable and that negative changes are often reversible.

“Midlife should not be framed as a period of inevitable decline, but rather as a stage where meaningful improvements are possible. There’s so much that can be done to restore gut health to an optimal level, allowing people to enjoy the benefits for many years to come,” she said.