Consumer Insights
on Gut Health &
Probiotics
April 2022
Methodology
One thousand interviews were conducted among adults
ages 18+ from March 4 to March 9, 2022 and were weighted
to ensure proportional results.
The Bayesian confidence level for 1,000 interviews is 3.5,
which is roughly equivalent to a margin of error ±3.1 at the
95% confidence level.
Statistical Significance
Something is statistically significant if the result cannot
be attributed to random chance. Statistical significance in
this presentation should be compared within each
demographic (e.g. age, race, gender, etc.).
For example, if the responses from female
respondents is considered to be significant, it is in relation to
male respondents and not necessarily other demographic
groups.
2
Nearly 1 in 4 say digestive health is the most important aspect of their overall
health
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
When thinking about your overall health, to what extent do you prioritize your gut health? n=1001
24%
48%
13%
15%
My digestive health is the most
important aspect of my overall health
My digestive health is important to me,
but other aspects of my health are
more important
My digestive health is low on my list of
health priorities
I don’t consider my digestive health to
be a priority at all
People under age 45, those making
>$80K/year and people with a college
degree were more likely to say that
digestive health is most important.
Over half consider themselves familiar with probiotics; fewer are familiar
with postbiotics and synbiotics
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
When thinking about the options below, which of the
following best describes your familiarity and consumption
habits? n=1001
51%
48%
32%
23%
22%
13%
10%
34%
38%
35%
35%
29%
22%
20%
11%
10%
23%
29%
32%
35%
33%
4%
4%
9%
13%
18%
30%
37%
Whole grains
Yogurt
Probiotics
Fermented
foods
Prebiotics
Postbiotics
Synbiotics
I consider myself familiar, and I actively try to consume them
I consider myself familiar, but I do not actively try to consume them
I do not consider myself familiar
I have never heard of this before
Most people are familiar with probiotics; 1 in 3 actively try to consume them
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
When thinking about the options below, which of the following best describes your familiarity and consumption habits? n=1001
51%
48%
32%
23%
22%
13%
10%
34%
38%
35%
35%
29%
22%
20%
Whole grains
Yogurt
Probiotics
Fermented
foods
Prebiotics
Postbiotics
Synbiotics
I consider myself familiar, and I actively try to
consume them
I consider myself familiar, but I do not actively
try to consume them
Familiarity with postbiotics and synbiotics is low; relatively even split on
familiarity with prebiotics
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
When thinking about the options below, which of the following best describes your familiarity and consumption habits? n=1001
35%
33%
32%
29%
23%
11%
10%
30%
37%
18%
13%
9%
4%
4%
Postbiotics
Synbiotics
Prebiotics
Fermented
foods
Probiotics
Whole grains
Yogurt
I do not consider myself familiar
I have never heard of this before
Supporting gut health, general health and wellness and immune health are
top reasons for consuming probiotics
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
[If consider self familiar and actively try to consume probiotics] Why do you try to consume probiotics? Select up to three reasons. n=330
51%
38%
33%
25%
20%
18% 18%
14%
13%
8%
1%
To support my gut
health
To support my
general health and
wellness
To support my
immune health
To support my
metabolic
health/metabolism
To reduce
constipation/help
me become more
regular
To help me lose
weight or maintain
my weight
To support my heart
health
To regulate my
blood sugar levels
To support my
mental/emotional
health
To improve my
sleep
Other
People under age 45 were more likely
to say they consume probiotics to
support their mental health (18%, vs.
8% ages 45-64 and 2% ages 65+).
Of those who try to consume probiotics, 3 in 5 do so at least once a day
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
[If consider self familiar and actively try to consume probiotics] How often do you try to consume foods, beverages and/or supplements with probiotics? n=330
24%
36%
27%
3%
7%
4%
Multiple times a day
Once a day
A few times a week
Once a week
A few times a month
Once a month or less
Consumers would most commonly know if a product contains probiotics
based on specific product labels
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
How would you know if a food or beverage contains probiotics? Select all that apply. n=1001
44%
31%
30%
19%
17%
16% 16%
15%
13%
10%
6%
21%
Label stating
that the product
“contains
probiotics”
Label stating
that the product
“supports
digestive/gut
health”
Label stating
that the product
“contains live
and active
cultures”
Label stating
the number of
colony-forming
units (CFUs) of
probiotic
bacteria
Seeing types of
bacteria listed
on the
packaging
Type of
food/beverage
Label stating
that the product
is “fermented”
Heard that it
contained
probiotics
Brand name Location in
grocery store
Sensory
attributes
I don't know
People earning $80K+/year and those with college
degrees were more likely to say they would know
about probiotic content by a label stating the number
of CFUs of probiotic bacteria and seeing types of
bacteria listed on the packaging.
Of those who are familiar with but don’t try to consume probiotics, about
three in 10 say this is because they have other food priorities
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
[If consider self familiar, but do not actively try to consume probiotics in Q2] You mentioned that you do not actively try to consume probiotics. Why not? n=359
29%
23%
22%
19% 19%
14%
4%
I have other, more
important priorities when
it comes to my food
choices
Products with probiotics
are too expensive
I’ve tried consuming
probiotics in the past and
I didn’t notice any health
benefit
I do not know which foods
or beverages are sources
of probiotics
I don’t feel like
consuming probiotics
would actually benefit my
health
I don’t know where to look
on food/beverage
packaging to find out if
they contain probiotics
Other
People ages 65+ were more likely to say
they don’t try to consume probiotics
because they don’t know which foods or
beverages are sources of probiotics
(32%, vs. 10% ages 45-64).
Consumers turn to the same top sources for probiotics and prebiotics
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
[If consider self familiar and actively try to consume probiotics] You
mentioned that you actively try to consume probiotics. Where do you most
commonly seek them out? Select all that apply. n=330 (probiotics), n=214
(prebiotics)
54%
47%
44%
35%
34%
33% 33%
27%
25%
19%
18%
13%
11%
2%
38%
37%
36%
23%
27%
29%
25%
19%
23%
15%
14%
10%
16%
1%
Probiotics
Prebiotics
Probiotics are not often found in fruits
and vegetables, yet nearly half of
probiotics consumers say that's where
they seek them out
Prebiotics are not consistently found
in yogurt or kefir, yet many prebiotics
consumers seek them out from these
sources
The same products are most
commonly sought-after for
probiotics and prebiotics
Those who try to consume probiotics most commonly seek them out in
yogurt or kefir, fruits and vegetables and supplements
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
[If consider self familiar and actively try to consume probiotics]
You mentioned that you actively try to consume probiotics.
Where do you most commonly seek them out? Select all that
apply. n=330
54%
47%
44%
35%
34%
33% 33%
27%
25%
19%
18%
13%
11%
2%
33% of probiotics consumers under
age 45 said they seek out probiotics from
wellness drinks, compared with 3% of
people age 65+
Probiotics are not often found in fruits
and vegetables, yet nearly half of
probiotics consumers say that's where
they seek them out
Those who try to consume prebiotics most commonly seek them out in yogurt
or kefir, fruits and vegetables and supplements
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
[If consider self familiar and I actively try to consume
prebiotics in Q2] Where do you most commonly seek out
prebiotics? Select all that apply. n=214
38%
37%
36%
29%
27%
25%
23% 23%
19%
16%
15%
14%
10%
1%
Prebiotics are not consistently found
in yogurt or kefir, yet many prebiotics
consumers seek them out from these
sources.
Most agree that hydration and plant-based foods are beneficial to gut health,
while many aren’t sure about specifics related to probiotics
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
Please state your level of agreement with each of the following statements. n=1001
Most people agree that hydration and plant-based foods are beneficial to gut
health, and that the gut microbiome can influence overall health
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
Please state your level of agreement with each of the following statements. n=1001
There is a higher degree of uncertainty about probiotics issues like strain-
specificity and their association with fermented foods
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
Please state your level of agreement with each of the following statements. n=1001
12%
5%
3%
4%
3%
2%
22%
13%
10%
7%
7%
5%
31%
50%
39%
19%
27%
13%
It is too soon to know how things
like probiotics and prebiotics
impact human health.
All fermented foods contain
probiotics.
The benefits of probiotics are
specific to the strain of bacteria.
Eating a variety of plant-based
foods is good for my gut health.
My gut microbiome can influence
my overall health.
Staying hydrated is an important
part of maintaining gut health.
Strongly Disagree
Somewhat Disagree
Not Sure
People are most likely to turn to health care providers to learn more about
prebiotics, probiotics, postbiotics and/or synbiotics
GUT HEALTH | APRIL 2022 | FOODINSIGHT.ORG
If you wanted to learn more about prebiotics, probiotics, postbiotics and/or synbiotics, which
information sources would you be most likely to use? Select your top 2 options. n=1001
43%
24% 24%
21%
17% 17%
15%
10%
2%
Your own health
care provider
Websites or social
media of U.S. gov
agencies
Registered dietitian Top articles shown
after an online
search
Websites or social
media of food or
beverage
companies
Friends and/or
family
Health or nutrition
supplement store
employees
Influencers who
discuss food or
nutrition
Other
People under age 45 are more likely
to turn to health/nutrition supplement
store employees or social media
influencers for this information.
Appendix
18
When thinking about your overall health, to what extent do you prioritize your gut health?
19
My digestive health
is
the
most
important aspect
of
my overall health
My digestive health is
important to me, but other
aspects of my health are
more important
My digestive health is low
on my list of health
priorities
I don’t consider my
digestive health to be a
priority at all
Total
24% 48% 13% 15%
Men
24% 45% 13% 18%
Women
23% 50% 14% 13%
Less than $40K
21% 44% 16% 19% ↑
$40K
-$79K
22% 53% 11% 14%
$80K+
32% ↑ 50% 9% 10% ↓
White
20% ↓ 49% 14% 16%
African American
30% 42% 11% 17%
Hispanic/ Latinx
28% 48% 13% 11%
Under 45
32% ↑ 44% 13% 12%
45
-64
19% 52% 12% 17%
65+
13% ↓ 50% 16% 21%
Non
-college
21% ↓ 45% 15% 19% ↑
College
29% ↑ 54% 9% 7% ↓
When thinking about the options below, which of the following best describes your familiarity and consumption habits?
% I consider myself familiar and actively try to consume them
20
Whole grains
Yogurt Probiotics
Fermented
foods
Prebiotics Postbiotics Synbiotics
Total
51% 48% 32% 23% 22% 13% 10%
Men
48% 40% ↓ 28% 24% 19% 15% 12%
Women
54% 55% ↑ 37% 22% 24% 12% 8%
Less than $40K
48% 45% 27% ↓ 18% ↓ 18% 11% 7%
$40K
-$79K
52% 49% 38% 24% 22% 12% 9%
$80K+
56% 53% 38% 32% ↑ 30% ↑ 21% ↑ 18% ↑
White
50% 45% 30% 22% 20% 12% 8% ↓
African American
51% 47% 37% 24% 24% 22% ↑ 16%
Hispanic/ Latinx
56% 53% 35% 24% 28% 15% 16%
Under 45
50% 52% 37% 27% 29% ↑ 19% ↑ 17% ↑
45
-64
53% 50% 33% 21% 19% 10% 5% ↓
65+
50% 33% ↓ 20% ↓ 20% 9% ↓ 6% ↓ 3% ↓
Non
-college
50% 44% ↓ 30% 21% 20% 11% 8% ↓
College
53% 54% ↑ 37% 27% 25% 17% 14% ↑
When thinking about the options below, which of the following best describes your familiarity and consumption habits?
21
Whole grains
Yogurt Probiotics
Fermented
foods
Prebiotics Postbiotics Synbiotics
Total
51% 48% 32% 23% 22% 13% 10%
My digestive health
is the most
important aspect of
my overall health
62% ↑ 62% ↑ 51% ↑ 38% ↑ 43% ↑ 31% ↑ 25% ↑
My digestive health
is important to me,
but other aspects of
my health are more
important
55% 49% 34% 19% 18% 9% ↓ 6% ↓
My digestive health
is low on my list of
health priorities
42% 39% 13% ↓ 20% 9% ↓ 5% ↓ 3%
I don’t consider my
digestive health to
be a priority at all
28% ↓ 28% ↓ 16% ↓ 15% 8% ↓ 8% 5%
[If consider self familiar and actively try to consume probiotics] You mentioned that you actively try to consume probiotics.
Where do you most commonly seek them out? Select all that apply.
22
Yogurt or kefir
Fruits and
vegetables
Dietary
supplements
Cereals or
oatmeal
Nuts and
seeds
Whole grains
Beans, peas,
or lentils
Total
54% 47% 44% 35% 34% 33% 33%
Men
49% 45% 40% 32% 41% 36% 39%
Women
58% 49% 46% 37% 29% 31% 28%
Less than $40K
50% 54% 36% 40% 32% 38% 34%
$40K
-$79K
57% 51% 46% 37% 32% 30% 31%
$80K+
54% 33% ↓ 50% 28% 37% 32% 33%
White
55% 42% 44% 33% 31% 31% 30%
African American
50% 53% 36% 38% 30% 41% 28%
Hispanic/ Latinx
48% 58% 44% 36% 45% 37% 42%
Under 45
56% 51% 42% 38% 34% 33% 29%
45
-64
53% 42% 46% 24% 34% 32% 35%
65+
49% 46% 46% 51% 33% 36% 44%
Non
-college
52% 49% 42% 36% 32% 32% 29%
College
57% 45% 46% 32% 38% 34% 39%
[If consider self familiar and actively try to consume probiotics] You mentioned that you actively try to consume probiotics. Where do you
most commonly seek them out? Select all that apply.
23
Wellness drinks
Kimchi or
sauerkraut
Pickled foods
Candy/confections
Fermented soy
products
Other
Total
25% 19% 18% 13% 11% 2%
Men
24% 23% 19% 16% 10% 2%
Women
25% 17% 17% 12% 11% 2%
Less than $40K
18% 18% 20% 17% 4% 3%
$40K
-$79K
27% 21% 18% 10% 13% 1%
$80K+
32% 20% 15% 15% 16% 1%
White
23% 16% 16% 10% 8% 1%
African American
27% 27% 18% 21% 18% 4%
Hispanic/ Latinx
27% 21% 20% 18% 9% 2%
Under 45
33% ↑ 20% 21% 18% 15% 1%
45
-64
22% 18% 11% 10% 7% 2%
65+
3% ↓ 21% 25% 4% 4% 7% ↑
Non
-college
22% 20% 19% 12% 10% 1%
College
30% 19% 16% 16% 12% 4%
[If consider self familiar and actively try to consume probiotics] Why do you try to consume probiotics? Select up to three reasons.
24
To support
my gut
health
To support
my general
health and
wellness
To support
my immune
health
To support
my
metabolism
To reduce
constipation
To help me
lose or
maintain
weight
To
support
my heart
health
To regular
my blood
sugar
To support
my mental
health
To
improve
my sleep
Other
Total
51% 38% 33% 25% 20% 18% 18% 14% 13% 8% 1%
Men
45% 37% 34% 25% 19% 25% 20% 20% 12% 9% 0%
Women
55% 39% 33% 24% 21% 13% 17% 10% 13% 7% 2%
Less than
$40K
52% 37% 33% 24% 23% 18% 20% 13% 13% 6% 1%
$40K
-$79K
53% 35% 33% 22% 20% 18% 17% 18% 14% 5% 1%
$80K+
44% 45% 34% 27% 18% 18% 19% 12% 12% 14% 3%
White
57% 40% 35% 20% 22% 13% 16% 13% 11% 6% 2%
African
American
47% 33% 38% 35% 19% 24% 26% 19% 12% 8% 0%
Hispanic/
Latinx
37% 36% 30% 30% 8% 32% ↑ 15% 17% 19% 13% 0%
Under 45
39% ↓ 33% 32% 28% 16% 22% 20% 15% 18% ↑ 9% 1%
45
-64
64% ↑ 43% 36% 22% 22% 13% 16% 13% 8% 7% 1%
65+
60% 46% 31% 16% 30% 16% 16% 14% 2% 4% 2%
Non
-college
53% 39% 33% 21% 20% 18% 21% 15% 11% 7% 1%
College
47% 37% 35% 31% 20% 18% 13% 14% 16% 9% 2%
[If consider self familiar and actively try to consume probiotics] How often do you try to consume foods, beverages and/or
supplements with probiotics
25
Multiple times a
day
Once a day
A few times a
week
Once a week
A few times a
month
Once a month or
less
Total
24% 36% 27% 3% 7% 4%
Men
29% 37% 26% 3% 3% 2%
Women
20% 35% 27% 2% 9% 6%
Less than $40K
18% 36% 27% 5% 10% 3%
$40K
-$79K
25% 37% 27% 0% 6% 5%
$80K+
31% 35% 25% 4% 2% 3%
White
19% 39% 26% 2% 8% 5%
African American
27% 41% 22% 2% 5% 3%
Hispanic/ Latinx
37% 32% 18% 2% 7% 3%
Under 45
30% ↑ 35% 24% 3% 6% 2%
45
-64
17% 33% 30% 3% 10% 7%
65+
15% 51% 30% 0% 0% 5%
Non
-college
25% 32% 30% 2% 7% 4%
College
22% 44% 21% 3% 5% 5%
How would you know if a food or beverage contains probiotics? Select all that apply.
26
Label stating
the product
“Contains
probiotics”
Label stating
that the
product
“supports
digestive/gut
health”
Label stating
that the
product
“contains live
and active
cultures”
Label stating the
number of colony-
forming units of
probiotic bacteria
Seeing types
of bacteria
listed on the
packaging
Type of
food/
beverage
Label stating
that the product
is “fermented”
Heard that
it
contained
probiotics
Brand
name
Location in
grocery
store
Sensory
attributes
I don't
know
Total
44% 31% 30% 19% 17% 16% 16% 15% 13% 10% 6%
21%
Men
42% 28% 27% 18% 19% 16% 15% 16% 13% 11% 8% ↑
23%
Women
47% 34% 32% 19% 15% 16% 16% 14% 13% 9% 3% ↓
19%
Less than
$40K
43% 30% 28% 13% ↓ 13% ↓ 13% 15% 15% 11% 9% 4%
25% ↑
$40K
-$79K
47% 34% 31% 21% 17% 20% 15% 10% ↓ 12% 8% 5%
17%
$80K+
46% 32% 34% 26% ↑ 23% ↑ 19% 17% 22% ↑ 17% 16% ↑ 10% ↑
14%
White
48% 32% 31% 18% 17% 17% 15% 14% 10% ↓ 10% 5%
22%
African
American
36% 30% 24% 14% 22% 17% 19% 18% 22% ↑ 14% 9%
21%
Hispanic/
Latinx
43% 30% 28% 22% 16% 15% 15% 13% 16% 10% 4%
15%
Under 45
35% ↓ 29% 27% 20% 20% 16% 19% 17% 17% ↑ 13% ↑ 9% ↑
17%
45
-64
52% ↑ 34% 32% 17% 15% 17% 14% 16% 13% 9% 3%
21%
65+
53% ↑ 33% 31% 20% 12% 14% 11% 9% ↓ 4% ↓ 5% ↓ 2% ↓
28% ↑
Non
-college
42% 28% ↓ 26% ↓ 16% ↓ 14% ↓ 14% 14% 13% 11% 10% 4% ↓
25% ↑
College
49% 38% ↑ 36% ↑ 24% ↑ 23% ↑ 19% 19% 19% 16% 10% 10% ↑
13% ↓
[If consider self familiar, but do not actively try to consume probiotics in Q2] You mentioned that you do not actively try to consume
probiotics. Why not?
27
I have other,
more important
priorities when
it comes to my
food choices
Products with
probiotics are
too expensive
I’ve tried
consuming
probiotics in
the past and I
didn’t notice
any health
benefit
I do not know
which foods or
beverages are
sources of
probiotics
I don’t feel like
consuming
probiotics
would actually
benefit my
health
I don’t know
where to look on
food/beverage
packaging to find
out if they
contain
probiotics
Other
Total
29% 23% 22% 19% 19% 14% 4%
Men
33% 19% 20% 23% 21% 20% 4%
Women
26% 26% 23% 16% 18% 9% 5%
Less than $40K
29% 21% 21% 16% 21% 15% 6%
$40K
-$79K
24% 21% 26% 19% 20% 10% 5%
$80K+
38% 29% 24% 24% 18% 13% 1%
White
32% 21% 23% 22% 21% 12% 4%
African American
37% 25% 10% 23% 13% 16% 4%
Hispanic/ Latinx
12% 30% 26% 10% 21% 20% 4%
Under 45
24% 27% 23% 20% 20% 16% 2%
45
-64
35% 23% 21% 10% ↓ 17% 16% 8%
65+
31% 14% 22% 32% ↑ 22% 6% 3%
Non
-college
25% 19% 20% 18% 20% 16% 6%
College
36% 28% 25% 20% 18% 11% 2%
[If consider self familiar and I actively try to consume prebiotics in Q2] Where do you most commonly seek out prebiotics? Select all
that apply.
28
Yogurt or kefir
Fruits and
vegetables
Dietary
supplements
Beans, peas, or
lentils
Nuts and seeds
Whole grains
Wellness drinks
Total
38% 37% 36% 29% 27% 25% 23%
Men
37% 38% 39% 34% 32% 30% 23%
Women
39% 36% 33% 25% 23% 21% 22%
Less than $40K
39% 38% 31% 29% 28% 29% 12%
$40K
-$79K
39% 33% 42% 25% 27% 22% 22%
$80K+
36% 41% 36% 34% 25% 25% 36% ↑
White
41% 41% 39% 30% 27% 24% 23%
African American
40% 35% 34% 37% 34% 34% 27%
Hispanic/ Latinx
33% 22% 29% 21% 22% 22% 18%
Under 45
34% 35% 33% 22% 22% 21% 26%
45
-64
47% 38% 43% 35% 31% 28% 14%
65+
44% 48% 34% 59% ↑ 52% 43% 25%
Non
-college
44% 36% 32% 29% 26% 28% 20%
College
30% 38% 43% 29% 29% 20% 28%
[If consider self familiar and I actively try to consume prebiotics in Q2] Where do you most commonly seek out prebiotics? Select
all that apply.
29
Cereals or
oatmeal
Protein or meal
replacement
bars
Fermented soy
products
Kimchi or
sauerkraut
Pickled foods
Candy/
confections
Other
Total
23% 19% 16% 15% 14% 10% 1%
Men
30% 21% 17% 15% 13% 10% 0%
Women
18% 18% 15% 15% 16% 10% 1%
Less than $40K
32% 18% 11% 8% 11% 10% 2%
$40K
-$79K
25% 17% 16% 9% 12% 9% 0%
$80K+
15% 24% 21% 25% ↑ 20% 13% 0%
White
18% 19% 10% 10% 10% 10% 0%
African American
48% ↑ 27% 26% 22% 28% 12% 0%
Hispanic/ Latinx
22% 12% 19% 22% 15% 9% 0%
Under 45
22% 22% 19% 16% 16% 13% 0%
45
-64
21% 17% 11% 11% 9% 7% 2%
65+
35% 3% 12% 17% 20% 0% 0%
Non
-college
29% 18% 16% 13% 14% 10% 1%
College
13% 22% 17% 17% 16% 11% 0%
Please state your level of agreement with each of the following statements. % Strongly agree
30
Staying hydrated
is an important
part of
maintaining gut
health.
Eating a variety of
plant
-
based foods
is good for my gut
health.
My gut
microbiome can
influence my
overall health.
The benefits of
probiotics are
specific to the
strain of bacteria.
All fermented
foods contain
probiotics.
It is too soon to
know how things
like probiotics and
prebiotics impact
human health.
Total
55% 35% 29% 18% 12% 12%
Men
51% 34% 27% 18% 12% 14%
Women
60% 36% 32% 18% 13% 11%
Less than $40K
52% 33% 24% ↓ 16% 9% 9%
$40K
-$79K
62% 36% 31% 17% 14% 12%
$80K+
56% 40% 40% ↑ 23% 17% 19% ↑
White
57% 34% 29% 15% ↓ 9% ↓ 11%
African American
50% 38% 29% 26% 21% ↑ 14%
Hispanic/ Latinx
58% 39% 32% 22% 18% 16%
Under 45
53% 40% ↑ 34% 25% ↑ 18% ↑ 18% ↑
45
-64
58% 32% 28% 14% 9% 7% ↓
65+
57% 29% 22% ↓ 8% ↓ 5% ↓ 6% ↓
Non
-college
53% 30% ↓ 26% ↓ 16% 11% 12%
College
60% 44% ↑ 37% ↑ 22% 15% 13%
If you wanted to learn more about prebiotics, probiotics, postbiotics and/or synbiotics, which information sources would you be
most likely to use? Select your top 2 options
31
Your own
health care
provider
Websites or
social media
accounts of
U.S.
government
agencies
Registered
dietitian
Top articles
shown after
an online
search
Websites or
social media
accounts of
food or
beverage
companies
Friends
and/or
family
Health or
nutrition
supplement
store
employees
Social media
influencers/bloggers
who discuss food or
nutrition
Other
Total
43% 24% 24% 21% 17% 17% 15% 10% 2%
Men
44% 23% 25% 18% 17% 16% 16% 10% 2%
Women
43% 25% 23% 23% 17% 17% 14% 9% 2%
Less than $40K
42% 26% 21% 16% ↓ 20% 18% 12% 7% 3%
$40K
-$79K
47% 25% 22% 24% 15% 18% 17% 11% 2%
$80K+
41% 20% 34% ↑ 23% 14% 16% 19% 13% 1%
White
45% 28% ↑ 25% 19% 17% 16% 15% 7% ↓ 2%
African American
37% 19% 22% 24% 22% 19% 12% 16% 3%
Hispanic/ Latinx
41% 21% 21% 22% 15% 19% 16% 15% 0%
Under 45
35% ↓ 19% ↓ 25% 20% 19% 19% 20% ↑ 17% ↑ 1%
45
-64
48% 27% 22% 22% 18% 15% 13% 5% ↓ 2%
65+
54% ↑ 33% ↑ 27% 20% 11% 13% 9% ↓ 2% ↓ 3%
Non
-college
45% 24% 22% 19% 18% 17% 14% 8% 2%
College
39% 25% 29% 25% 15% 17% 17% 12% 2%
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@FoodInsight
@foodinsight
International Food
Information Council
32