Gut Health Revolution Within the CPG Industry

Even with the gut health revolution in full swing across the CPG industry, most consumers still have a knowledge gap, but that might actually end up creating a double-edged sword effect on categorical growth. Gut health has become such a well-known trend within the food, beverage, and supplement CPG categories…bringing with it tons of new market growth and product development. (Note: I’ll cover some of that trending gut health CPG product and brand development later in the content.) But it’s natural to assume then that all this positive market activity also greatly improved consumer education, right? There’s little doubt in my mind that consumers are certainly more aware and educated than ever about gut health, but even I get frequently tripped up with the ever-evolving information and gaps in knowledge that it creates about the topic. I think it’s that consistent newness of information, and knowledge gap that it creates, which forms a paradoxical relationship with the expected massive categorical growth. In this content, I'll dive into the difference between consumer intent around gut-related conditions and gut health benefits. Additionally, the importance of the gut health ecosystem to educate consumers on the difference between various probiotic strains, or how prebiotics, probiotics, and postbiotics function differently. Also, how CPG brands must take an integrated approach to product marketing that meets the consumer where they are at…in a way that breaks down scientific findings into easy-to-understand nuggets of information. Finally, I share the importance of gut health thought leaders (influencers) and talk shop with Matt Titlow, CEO of Compound Solutions, which is the supplier of the popular gut health ingredient CoreBiome about his unique perspective on gut health within the context of the emerging CPG intersections of food, beverage, and nutritional supplements. Compound Solutions CoreBiome Information FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS LINKEDIN - https://www.linkedin.com/in/joshuaschallmba TWITTER - https://www.twitter.com/joshua_schall INSTAGRAM - https://www.instagram.com/joshua_schall FACEBOOK - https://www.facebook.com/jschallconsulting MEDIUM - https://www.medium.com/@joshuaschall