With the hashtag #GutTok clocking in more than 900 million views on TikTok as the beverage girlies incorporate prebiotic sodas into their sleepy girl mocktails and other users chomp on digestive-friendly snacks in between taking their supplements, interest in gut health has never been higher.
The reason? Post-pandemic, consumers are increasingly more health-conscious, at the same time as digestive diseases are on the rise across the U.S., with the National Institutes of Health estimating that between 60 and 70 million Americans are affected.