Gut health in Asia: An AI perspective on key trends that brands should take note of

From 2019 to 2023, the marketing experts at Bangkok-based Bibliosexual used its AI-based market research platforms to study more than 80 wellness issues. It found that gut health consistently ranked as the top wellness trend that brands in food and wellness can tap into.

“Gut health trends have never gone away. They are now hot topics, and good marketers will figure ways to use it interestingly,”​ said Bibliosexual founder Dave McCaughan, speaking at our Growth Asia Summit.

McCaughan quotes brands like Japanese oral healthcare brand GUM and probiotic beverage Yakult, which have successfully leveraged gut health trends to their advantage.

He emphasised that the secret to marketing success is understanding “what matters” to people – and “what matters” changes with age.

Gut health is trending across all ages  ​

Consumers in their 20s to early 40s are looking for ways to support their well-being through preventive measures.

This demographic is largely driven by preventive care, seeking products that help them maintain balance in their busy lives. With stress, poor diets, and lifestyle changes, many in this group are turning to gut health solutions to support digestive balance, enhance energy levels, and prevent chronic diseases.

Gut health has been a critical part of the wellness conversation for years, but it’s now re-emerging as a major trend in response to new scientific findings about the gut microbiome.

These discoveries have spurred interest among both young adults and older generations, who are becoming more aware of how gut health impacts various aspects of their lives, from immune function to mental clarity.

As this age group becomes more educated about the gut-brain axis and the benefits of probiotics and prebiotics, brands can respond by developing products that cater to these wellness goals. This can be used to promote brand loyalty and following as consumers age.

Ageing Asian populations are the future​

The rapidly aging population in Asia is driving significant demand for products and solutions that support healthy aging. Gut health plays a pivotal role here, as it impacts digestion, immunity, and mental clarity – all crucial factors for ageing gracefully.

Older adults are seeking targeted solutions that help mitigate these effects.

There is a strong interest among older adults to maintain their gut health because they realise how closely it's tied to their immune health and longevity. They are aware that the gut can influence everything from digestion to preventing chronic diseases as they age, so the demand for products addressing these concerns is rising.

Therefore, gut health products aimed at older adults should focus on digestive support, immune strengthening, and addressing conditions like inflammation. Ingredients such as prebiotic fibres, bifidobacteria-based probiotics, and collagen peptides are highly appealing to this group, particularly when paired with scientific backing that demonstrates their benefits.

Additionally, even brands not in the food space are capitalising on gut health trends.

Wellness real estate and gut health​

The rise of wellness real estate – properties designed with health and well-being at their core – offers a unique opportunity for businesses to integrate gut health into everyday living.

As people seek homes that promote healthy lifestyles, products that enhance digestive wellness can be featured as part of the amenities, aligning with the concept of holistic well-being.

McCaughan quotes examples from home furniture and automobile brands that have promoted how their products can improve posture, which they claim affects gut health.

Poor posture and slouching can compress the abdomen, restricting the digestive organs and leading to slower digestion and issues like bloating or acid reflux. Over time, this can disrupt gut motility and impact the balance of gut bacteria, affecting overall digestive health.

Maintaining good posture helps ensure the digestive system functions properly by allowing organs to operate without unnecessary pressure.

On a related note, having a good posture is part of self-care, which has also gained traction in recent years.

Self-care and gut health​

Despite increasing awareness of the importance of self-care, McCaughan feels it is not receiving enough support or differentiation in the marketplace.

For both younger and older consumers, gut health products can actually offer a clear path to supporting self-care routines, allowing them to prioritise digestive wellness as part of their overall health strategy.

"Self-care is of great interest, but the industry hasn’t fully capitalised on it yet. Gut health is one area where self-care can be more differentiated, especially with products that target specific life stages,” said McCaughan.

Gaming – a new frontier​

Lastly, though it might seem unrelated at first glance, gaming is becoming one of the largest mediums for communication, offering brands a unique way to engage younger audiences with health and wellness messaging.

Gut health brands could tap into this trend by promoting products that support energy, focus, and mental clarity – key concerns for both gamers and young professionals.

Gaming is communicating and is now the biggest medium for brands to reach consumers.

Brands that understand this can leverage it to connect with younger consumers, using gaming as a platform to talk about gut health in a relevant way.

McCaughan concludes that gut health is the backbone of longevity and wellness.

With an aging population driving the demand for digestive wellness and new mediums like gaming opening doors for engagement, gut health will remain relevant.