The State of Gut Health: Key insights from the IMAGE x Activia survey

Gut health has evolved from a niche wellness topic into a central pillar of modern wellbeing, influencing not just what we eat, but how we feel, think, and live.

Once largely confined to the conversations of dietitians and nutrition experts, digestive health is now an integral part of everyday life, influencing routines, food choices, and lifestyle decisions for people of all ages. Scientific research linking the gut to immunity, mood and energy levels has further fueled this interest, making gut health a priority for those seeking to take control of their overall wellness. The gut-brain connection, for example, has captured widespread attention, as people increasingly recognise that digestive health can affect mental clarity, stress levels and even emotional well-being.

Despite the growing attention, many questions remain: How aware are people of their gut health? What habits do they prioritise to support it? And where do they look for guidance? Social media, health blogs and wellness apps are now key sources of information, but the sheer volume of advice can be overwhelming, leaving consumers eager for simple, actionable steps.

To answer these questions, IMAGE partnered with Activia to conduct a nationwide survey of 1,604 participants, capturing attitudes, behaviours and knowledge around gut health.

The results reveal a compelling story: gut health is deeply valued, yet many are still navigating the complexities of understanding and improving it. People are seeking actionable insights, practical solutions and small daily habits that can make a meaningful difference, from the first meal of the day to broader lifestyle choices. This underscores a growing trend: wellness isn’t just about diet or exercise in isolation; it’s about an integrated approach that fits into real-life routines.

Here are some of the findings.

Gut health is a top priority

The survey revealed that gut health is deeply valued by consumers. A striking 96.9% of respondents said they want to improve their gut health, while 87.5% agreed that gut health is important to them. This demonstrates that digestive wellbeing isn’t just a passing trend; it’s a priority for most people. Many respondents expressed a desire to take proactive steps, from incorporating probiotics and fermented foods to making mindful dietary changes that support long-term digestive wellness.

Awareness is growing, but knowledge gaps remain

While 72% of respondents reported being somewhat informed about their gut health issues, there is still room for better understanding. Many people are motivated to improve their gut health but need guidance on how to do so effectively. This gap highlights an opportunity for education and support, whether through clear, evidence-based content, personalised dietary tips or practical tools that make gut-friendly habits easy to adopt.

The gut health effect

Gut health isn’t just about digestion — it plays a role in overall wellbeing. In our survey, 75% of respondents said their gut health impacts their general health, highlighting its far-reaching influence. Meanwhile, 64% reported effects on their digestive system, and 43% noted connections to hormonal health, showing just how interconnected gut health is with multiple aspects of the body. These findings reinforce the idea that maintaining a healthy gut can influence energy levels, immunity, and even emotional balance, making it a foundational element of holistic health.

Breakfast: The first step to a healthy gut

Healthy morning routines are seen as a crucial part of gut health. 83% of respondents said it’s important to have a healthy breakfast, highlighting the role of the first meal of the day in supporting digestive wellbeing. Many participants indicated that starting the day with fibre-rich foods, yoghurt, or fermented products helps set a positive tone for both digestion and energy throughout the day.

Practical guidance is in demand

Consumers want strategies they can easily implement. 33% of respondents said they would like easy-to-follow gut health recipes, indicating a strong need for practical, everyday tools rather than complex solutions. This demand for accessible guidance shows that people want gut health to be simple and actionable. Small changes that fit seamlessly into their routines can often have the biggest impact.

Who’s paying attention?

The largest age group represented in the survey was 45–54-year-olds (33.4%), reflecting a demographic that is often balancing busy schedules, family commitments and a renewed focus on long-term wellbeing. This group’s interest suggests that gut health is not just a younger-generation trend, but a concern that spans multiple life stages, emphasising its importance as part of a sustainable, lifelong approach to health.

For more information on gut health and microbiome-boosting recipes, visit Activia online.