Gut health education means communicating with consumers about holistic wellness, not individual supplements, according to health and wellness retail giant Holland & Barrett.
The Gut Stuff, an education brand founded by sisters from the Zoe TwinsUK microbiome study cohort, is working to spread microbiome science knowledge by cutting through the noise on and offline with an ethical approach to shock factor tactics.
The biotics industry is undergoing a transformation, largely directed by customer reviews, proprietary and generic ingredients, synbiotics, and personalisation, according to ecommerce insights service Lumina Intelligence.
The costly nature of microbiome testing to provide personalised recommendations means brands should ensure added value with effective translation and follow-up services to support users to reach health goals.
Communicating science and supplement benefits is particularly tricky within the microbiome health arena, but there are some companies and individuals who have achieved great success after mastering how to simplify this science and jargon-laden space.