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GLOBAL GUT HEALTHUnderstanding Shopper Attitudes Towards
Digestive Health Around the World HealthFocus International 2018 Global Topic Report
REPORT EXCERPT
HealthFocus® International 2018 Global Gut Health Report | 2
BACKGROUND
The vast majority of shoppers around the world say their
digestive health is highly important. This 2018 report from
HealthFocus International takes a deeper look at the
topic of gut health: globally, regionally and across 22
individual countries to help companies better
understand shopper motivations & attitudes—allowing
them to connect more powerfully with their targets and
bring market solutions faster and more profitably.
HealthFocus® International 2018 Global Gut Health Report | 3
MARKETS COVERED
NORTH
AMERICAUSA
Canada
LATIN
AMERICABrazil
Mexico
Argentina
Colombia
EUROPEFrance
Germany
Russia
UK
WEST ASIA Saudi Arabia
Turkey
SOUTH ASIA India
Pakistan
EAST ASIA
PACIFICAustralia
China
Indonesia
Japan
Philippines
South Korea
Thailand
Vietnam
HealthFocus® International 2018 Global Gut Health Report | 4
INTEREST IN GUT HEALTH IS UNIVERSAL
8 out of 10 global shoppers say their
digestive health is extremely or very
important—and 99% find it at least
somewhat important.
Shoppers are proactive with over half
saying they always or usually choose
foods/beverages to improve digestion.
HealthFocus® International 2018 Global Gut Health Report | 5
#1 BENEFIT SHOPPERS ARE SEEKING FROM FOODS/BEVERAGES
Improving digestion is the top health
benefit shoppers are seeking from
foods/beverages—ranking #1 on a list
of nearly 30 health benefits.
Shoppers in Latin America and Asia
are the most active in seeking
improved digestion, while shoppers in
North America are the least proactive
with less than 30% of shoppers
selecting foods/beverages with
digestive benefits in mind.
Top 10 Benefits: Choose foods/beverages…Always/Usually
53%
52%
52%
51%
50%
50%
49%
49%
48%
48%
to improve digestion
for healthy and strong bones
to boost the immune system
to improve my overall daily performance
to manage my weight
to improve/increase my energy level
for healthier cholesterol levels
to help build resistance to common diseases
for heart health
specifically to help me age more healthfully
Global Total
HealthFocus® International 2018 Global Gut Health Report | 6
UNRESOLVED AFFLICTION
45% of global shoppers are extremely or
very concerned about digestive problems,
and 20% say they are personally affected
by digestive problems.
Digestive problems fall into the “Unresolved
Afflictions” category—indicating higher
levels of concern & incidence—along with
other health problems troubling shoppers
like stress and tiredness.
Gastrointestinal/Digestive problems Global Total
45%
20%
Extremely/VeryConcerned
Personally affected by
HealthFocus® International 2018 Global Gut Health Report | 7
THE KEY DRIVER IS OVERALL HEALTH — NOT TREATING SPECIFIC ISSUES
Despite higher concern & incidence for
digestive problems, shoppers are less
focused on treating specific issues and more
interested in holistic gut health benefits.
When selecting foods/beverages for a
healthy digestive system, shoppers are
primarily motivated by maintaining general
health and wellness rather than treating a
specific problem.
This is true even among shoppers who are
personally affected by digestive problems.
*When choosing foods/beverages for a healthy
digestive system, are you choosing mainly for: Global Total
85%
15%
Maintaining general healthand wellness
Treating a specific problem
*Base: Respondents who choose foods/beverages to improve digestion
HealthFocus® International 2018 Global Gut Health Report | 8
STRONG CONNECTION BETWEEN GUT HEALTH & OVERALL HEALTH
There is a clearly established connection
between gut health and overall health with
more than 70% of global shoppers saying their
digestive health plays an extremely or very
important role in their overall physical health—
and 6 out of 10 shoppers linking digestive
health to immunity, energy, weight
management, mood, healthy aging & stress.
Regionally, however, shoppers in North
America & Europe are less likely to connect
digestion to overall health benefits on average.
How important is the role your digestive
health plays in each of the following?Extremely/Very Important
71%
65%
64%
63%
62%
62%
60%
58%
Overall physical health
Immune function
Daily energy levels
Weight management
Mood
Aging well
Stress levels
Physical appearance
Global Total
HealthFocus® International 2018 Global Gut Health Report | 9
Immunity
Energy
Weight management
Mood
Healthy aging
Stress reduction
Physical appearance
35%
40%
45%
50%
55%
50% 55% 60% 65% 70% 75%
Digestive health plays an extremely/very important role in…
BENEFITS LINKED TO DIGESTIVE HEALTH
BEN
EFIT D
RIV
ER
S
Alw
ays/u
sua
lly c
ho
ose
foo
ds/b
ev
era
ge
s for…
KEY BENEFITS
SPECIFIC BENEFIT DRIVERS & GUT HEALTH CONNECTIONS
The top right quadrant includes
specific benefit opportunities that
have the strongest gut health
connection and are also the most
sought after by shoppers.
HealthFocus® International 2018 Global Gut Health Report | 10
90% INTERESTED IN GUT MICROBIMOME
Not only do shoppers believe in the link
between gut health & overall health, but
over half are extremely or very interested
in gut microbiome (how good and bad
bacteria in your gut impacts your overall
health)—and 9 out of 10 shoppers are at
least somewhat interested.
Regionally, interest is highest throughout
Asia and lowest in North America.
How interested are you in gut microbiome
(how good and bad bacteria in your
gut impacts your overall health)?Global Total
22%
29%28%
12%Extremely Interested
Very Interested
Interested
Somewhat Interested
Not Interested
10%
HealthFocus® International 2018 Global Gut Health Report | 11
KEY INGREDIENTS FOR DIGESTIVE HEALTH
When it comes to key ingredients for digestive
health—over 70% are interested in fiber and
whole grains, 6 out of 10 are interested in
probiotics, and around half are interested in
prebiotics, ancient grains & active cultures.
Of those interested, over 35% are willing to
pay a premium for products that include
fiber, whole grains and probiotics.
Nearly 30% are willing to pay more for
prebiotics—and around 20% would pay more
for ancient grains and active cultures.
Key ingredients for digestive healthGlobal Total
78%
72%
60%
51%
50%
49%
42%
36%
36%
28%
21%
19%
Fiber
Whole grains
Probiotics
Prebiotics
Ancient grains
Active cultures
Extremely interested/interested
Willing to pay up to 10% more for products that include this ingredient*
*Base: Extremely Interested/Interested in the ingredient
HealthFocus® International 2018 Global Gut Health Report | 12
DEMOGRAPHIC OVERVIEW
Demographically, parents stand out from
other shoppers with a stronger focus on
gut health. Not only are they more
concerned about digestive problems and
place more importance on their digestive
health, but they are also more proactive
with over 60% always or usually selecting
foods/beverages to improve digestion.
They also have a stronger belief in the
connection between gut health & overall
health and are more interested in gut
microbiome compared to other shoppers.
Choose foods/beverages to improve digestionGlobal Total
53%
52%
54%
57%
57%
52%
47%
61%
44%
Global Total
Male
Female
18-29
30-39
40-49
50+
HH with Children
HH without Children
Always/Usually
HealthFocus® International 2018 Global Gut Health Report | 13
DEMOGRAPHIC OVERVIEW
There are also key distinctions by age. While the importance of digestive health and
the incidence of digestive problems is similar across age cohorts, younger shoppers are
more concerned about digestive issues and are more proactive in selecting foods/
beverages to improve digestion. Younger shoppers also have a stronger belief in the
link between digestive health and overall health.
When shoppers are choosing foods/beverages for a
healthy digestive system all groups are primarily
focused on maintaining general health & wellness
rather than treating a specific problem; however,
younger shoppers do stand out with a higher rate of
saying they are choosing mainly for treating a specific
problem compared to older shoppers (18% of 18-29
year olds vs. 11% of 50+ year olds).
HealthFocus® International 2018 Global Gut Health Report | 14
Choose foods/beverages to improve digestion (Always/Usually)
ACTIVELY SEEKING
IMPO
RTA
NC
E
The
ir dig
estiv
e h
ea
lth is
extre
me
ly/v
ery
imp
orta
nt
Axes cross at median values
KEY MARKETS DRIVING GROWTH
POTENTIAL TARGET FOR
MARKET GROWTHHigher Importance/Lower Action
LESS MOTIVATED BY
DIGESTIVE HEALTH BENEFITSLower Importance/Lower Action
PROACTIVE
GROUPLower Importance/Higher Action
PURSUING DIGESTIVE
HEALTH BENEFITSHigher Importance/Higher Action
The following two slides highlight the key markets driving growth by
comparing importance & action towards digestive health benefits.
HealthFocus® International 2018 Global Gut Health Report | 15
North America
Latin America
Europe West Asia
South Asia
East Asia Pacific
50%
60%
70%
80%
90%
100%
20% 30% 40% 50% 60% 70% 80% 90%
Choose foods/beverages to improve digestion (Always/Usually)
ACTIVELY SEEKING
IMPO
RTA
NC
E
The
ir dig
estiv
e h
ea
lth is
extre
me
ly/v
ery
imp
orta
nt
KEY MARKETS DRIVING GROWTH
Axes cross at median values
POTENTIAL
TARGET
PROACTIVE
GROUP
PURSUING
GUT HEALTH
LESS
MOTIVATED
HealthFocus® International 2018 Global Gut Health Report | 16
USA
Canada
MexicoBrazil
Colombia
Argentina
France
Germany
UK
Russia
Turkey Saudi Arabia
India
Pakistan
Australia
China
Japan
Thailand
VietnamIndonesia
Philippines
South Korea
50%
60%
70%
80%
90%
100%
20% 30% 40% 50% 60% 70% 80% 90%
Choose foods/beverages to improve digestion (Always/Usually)
ACTIVELY SEEKING
IMPO
RTA
NC
E
The
ir dig
estiv
e h
ea
lth is
extre
me
ly/v
ery
imp
orta
nt
KEY MARKETS DRIVING GROWTH
Axes cross at median values
POTENTIAL
TARGET
PROACTIVE
GROUP
LESS
MOTIVATED
North America Latin America Europe West Asia South Asia East Asia Pacific
PURSUING
GUT HEALTH
