Verb Biotics: Consumers understand importance of gut-brain axis, not how it works

11-Sep-2024 - Last updated on 11-Sep-2024 at 13:57 GMT

84% of consumers recognize the gut microbiome's role in overall health. @ Meeko Media / Getty Images

Americans acknowledge that the gut-brain axis is important, but they may not fully understand how the connection works between these regions of the body, especially when it comes to mental well-being.

This is according to the second annual consumer survey by Verb Biotics, a biotech company that focuses on improving health through microbiome innovation.

"The data reveals that consumers are confronting serious issues with their overall wellness, particularly in gut and mental health, but they remain unsure of how to address these concerns effectively," said Todd Beckman, CEO at Verb Biotics.

Some 84% of consumers recognize the gut microbiome's role in overall health, and 85% agree that the gut-brain connection is crucial for overall well-being.

The survey, which polled 2,018 U.S. participants, showed that although consumers often link the gut microbiome with common gastrointestinal symptoms, only one in 10 people associate gut health with mental health. According to Verb Biotics, 65% of consumers struggle with gut health, while 73% face mental health challenges.

“[The gut-brain axis] is a relatively new topic, it’s only been around for 10 years,” said Brooke Burditt, senior sales and marketing coordinator at Verb Biotics. “There’s not enough scientifically-backed education for consumers. This is where we’d like to come in.”

A synergy

Only two in 10 people can recognize the correct definition of the microbiome. This knowledge gap tracks with consumers who often choose easy-to-adopt solutions for their specific gut health symptoms, such as walking or drinking water, while biotics are often lower on the list of potential solutions, according to the survey.

However, people are likely to consider biotics when their symptoms greatly affect their daily lives. This includes mental well-being where more than 70% of respondents reported experiencing mental health symptoms such as anxiety, stress or sleeplessness. Among them, 40% indicated that these symptoms significantly impact their daily lives, rating the severity at 4 or 5 on a 5-point scale.

"The synergy between gut health and mental well-being is a central focus for us," said Noah Zimmerman, PhD, chief technology officer at Verb Biotics. "We are dedicated to developing solutions that support both digestive and mental health, reinforcing our belief that true wellness is deeply interconnected."

Getting consumers on board with biotics is not an unrealistic task. Of those polled, 40%said they would consider purchasing a biotic if it addressed immune health; 54% said they would purchase one if it factored immune health and stress relief; and 65% wanted biotics to include immune health, stress relief and indigestion relief.

Verb Biotics said consumers are gravitating toward science-backed, multi-benefit supplements and that the intent to purchase supplements rises by 15% when the number of benefits increases from one to three.