Gut health pioneers Yakult have played a key role in asserting the importance of the gut microbiome to consumers. Here, New Food’s Ben Cornwell speaks with Reshma Patel at Yakult UK & Ireland to learn how the trailblazing brand is keeping pace with the proliferation of functional foods on the market.
Gut health has never been more in the spotlight. What was once a niche topic has exploded into mainstream conversation, with millions now tuning in to the latest gut-health hacks, probiotics and fermented drinks.
From TikTok trends to wellness podcasts, discussions about the gut microbiome are everywhere and for good reason. Research has revealed just how deeply our gut impacts everything from digestion to mood, immunity, and even brain function.
At the heart of this movement is Yakult, a brand that has not only stayed ahead of the curve for decades but has helped to define it. With its roots in groundbreaking research and a commitment to modern innovation, Yakult has become a trusted leader in the functional nutrition space.
However, its influence goes beyond creating a popular product; it is about reshaping the way we view food, health and overall wellbeing. Through a careful blend of science, transparency and consumer education, Yakult is helping to shape the future of gut health, leading the charge in an industry that is growing faster than ever before.
The surge in gut health awareness
A decade ago, only a handful of studies were published on the gut microbiome each year. But now thousands emerge every year.
In the past decade, scientific research has transformed our understanding of the microbiome. Studies have uncovered the profound impact of gut bacteria on not only physical health but also mood and cognitive function. This growing awareness of the gut-brain axis, the connection between the gut and the central nervous system, has further fuelled consumer interest in the sector.
“Scientific research and advancements have revealed how the gut microbiome affects not only digestion, but also immune health and mental wellbeing,” explains Reshma Patel, Marketing Manager at Yakult UK & Ireland. “A decade ago, only a handful of studies were published on the gut microbiome each year. But now thousands emerge every year.”
This surge in research comes at a time when understanding gut health has never been more crucial. In the UK alone, an estimated 13 million people suffer from irritable bowel syndrome (IBS), according to the NHS, while one in every 123 people is diagnosed with a form of inflammatory bowel disease (IBD), such as Crohn’s disease or ulcerative colitis. Although still not fully understood, research increasingly links these conditions to factors such as poor diet, stress, lack of exercise and genetics — making awareness and education more important than ever.
Cultural shifts and the demand for preventative health
This explosion of gut health research has resonated beyond academia, entering mainstream media and captivating consumers. Social media platforms like TikTok have amplified the conversation, with hashtags such as #GutTok and #GutMicrobiome accumulating millions of views. In 2024 alone, Google searches for ‘gut health’ rose by 35 percent, ‘microbiome’ by 31 percent, and ‘probiotics’ by eight percent, reflecting a global shift towards understanding how these factors impact overall wellness.
At the same time, cultural shifts towards preventative health and healthy ageing have bolstered interest in products that promote balance amid modern stressors like busy lifestyles and dietary challenges. According to Grand View Research, the global digestive health products market size, valued at $51.62 billion in 2023, is expected to grow at a compound annual growth rate (CAGR) of 8.3 percent between 2024 and 2030, indicating a growing focus on this segment.
Consumers today are not just seeking products that improve physical health; they are increasingly looking for solutions that support both body and mind. Functional foods and beverages that nurture the gut-brain axis are rising to meet this demand, providing more holistic health options for people seeking overall wellness.
The role of functional nutrition in supporting wellness
Functional nutrition focuses on foods and beverages that deliver health benefits beyond basic nutrition. For gut health, this means products enriched with probiotics, prebiotics, and other beneficial compounds. The category has exploded in recent years, with everything from fermented foods and drinks to functional snacks hitting the shelves.
“Brands are increasingly catering to both specific health solutions and general wellbeing,” explains Patel. “If you look at any store shelf, you’ll find products claiming to support some aspect of wellbeing. While many incorporate key ingredients to make these claims, it’s the established brands that have done the scientific legwork.”
Yakult’s role as a pioneer in this sector cannot be overstated. Founded in the 1930s by Dr Minoru Shirota, the company revolutionised the world of gut health with the discovery of its unique strain of lactic acid bacteria, Lactobacillus casei Shirota. This discovery laid the foundation for Yakult’s ongoing commitment to advancing gut health, fostering both scientific progress and consumer education. Today, millions of Yakult bottles are consumed globally, positioning the brand as a leading force in the gut health and probiotics sector.
Challenges and opportunities in the sector
Despite its growth, the functional nutrition industry is not without its challenges. One significant hurdle is the proliferation of misinformation, especially on social media platforms.
Patel highlights the difficulty in navigating this space: “While social media brings opportunity to educate consumers, it also means anyone can share health guidance without relevant qualifications – basically anyone can say anything!”
This is why Yakult places such a strong emphasis on transparency and authenticity in its influencer collaborations. Each partnership aligns carefully with Yakult’s core values to ensure that the message remains genuine yet resonates with the influencer’s audience. By providing clear, accurate information, Yakult fosters trust and maintains credibility in a market where misinformation can easily spread.
While social media brings opportunity to educate consumers, it also means anyone can share health guidance without relevant qualifications – basically anyone can say anything!
Despite this challenge, the sector presents significant opportunities. Gut health products once focused solely on yoghurts and fermented drinks, but today the market offers far greater variety. The demand for convenient, effective gut health solutions has led brands to expand beyond traditional formats to ensure they meet the needs of a broader spectrum of consumers.
“We’ve seen that there has been an expansion of products in the category beyond the non-dairy sector, in products such as juices and pet food,” notes Patel. “Consumers want different formats, shapes, sizes and solutions. As a global healthcare company, we will continue to invest in this to stay ahead of the curve, while investing in researching future solutions via research in microbiology and gut health.”
The future of gut health and functional nutrition
The future of gut health and functional nutrition is promising, with new scientific breakthroughs expanding the horizons for innovation. As research continues to unlock the mysteries of the microbiome, the potential for new solutions is endless. One of the most exciting developments is the growth of personalised nutrition, where brands harness microbiome science to create tailored health products for consumers.
As a brand with a long-standing legacy in gut health, Yakult is poised to remain at the forefront of this transformation, but the broader movement goes beyond any single company. It signals a cultural transformation in how we view food—not merely as sustenance, but as a vital tool for enhancing our physical and mental wellbeing.
The future of nutrition is here, and gut health will undoubtedly be at its core.