Nearly half of U.S. adults are concerned about or treating digestive irregularities and more than one-fourth are turning to supplements for gut health, according to “Trust Your Gut? Pre-and Probiotics Breed Confusion in Digestive Health,” a new infographic by SMARTeam, Advantage Sales’ consumer goods insights team.
Still, consumers are uncertain about the benefits of gut-healthy foods and supplements, SMARTeam found. According to shopper insights research, 69% of those who’ve used digestive aids in the past year can’t differentiate between pre-, pro- and postbiotics. Nearly four in 10 consumers incorrectly look for prebiotics in yogurt and kefir. Nearly half incorrectly look for probiotics in fruits and vegetables and more than one-third wrongly believe they’ll find probiotics in breakfast cereals, oatmeal and nuts and seeds.
