Danone launches gut health tracker as confusion rise over digestive well-being

CANADA -Danone Canada, the company behind the probiotic yogurt brand Activia, has launched an innovative online tool called the Gut Health Tracker, to tackle the confusion surrounding gut health, .

The launch comes in response to a consumer study commissioned by Danone Canada, which revealed significant confusion among shoppers about gut well-being.

The study found that 33% of respondents feel overwhelmed by the sheer volume of gut health content available.

This confusion is especially pronounced among younger consumers, with more than half (52%) of those aged 18 to 34 expressing a desire to improve their gut health but lacking the knowledge on how to do so.

Despite this, a vast majority (93%) of Canadians consider their gut health when choosing foods, underscoring the need for clear, actionable information.

MarieAndrée Jauron, Activia’s brand manager, emphasized the importance of providing clarity on gut health.

“Canadians want clarity on the tangible steps they can take to support gut well-being and track their progress – which has proven so important to one’s overall health. Jauron stated.

“We feel it is our responsibility as leaders in this space to launch informative and innovative tools for Canadians on how they can continue improving their health through food and showing the power of yogurt.”

The newly launched Gut Health Tracker is set to address this demand by offering a personalized assessment of gut health.

By answering 29 questions about their diet, sleep, stress, and activity levels, users receive a score out of 100, along with scientifically-supported advice on how to maintain or improve their gut health.

Jauron highlighted the significance of providing clear, actionable, and scientifically-supported information to help consumers make informed decisions without feeling overwhelmed.

“By presenting information in a digestible and engaging manner, we can empower consumers to make informed decisions about their gut health, without feeling overwhelmed,” she explained.

The challenge of effectively communicating gut health information is compounded by the prevalence of misleading content, particularly on social media platforms.

A 2023 study of Australian adults found that consumers often seek information on gut health from social media, where health claims can be questionable.

Similarly, a 2022 study of YouTube videos on the gut microbiome highlighted significant variations in information quality, revealing a mismatch between viewership and the accuracy of content.

Moreover, a 2021 study analyzing press articles for American and Canadian audiences found that the media often hypes the impact of the microbiome and popularizes gut health trends without adequately communicating the science behind them.

To further support consumers, Jauron assured that brands should make healthier choices more accessible and appealing.

“Beyond just educating consumers, food brands have a role in making healthier choices more accessible and attractive,” she said.

“We believe in providing continuous support to help consumers build and maintain healthier habits in the long term, recognizing that behavior change is a journey.”

Danone Canada’s survey also highlighted the discrepancy between consumers’ perceptions of their diet and reality.

While 79% of consumers believe they follow a balanced diet, population-based research from 2005 to 2018 shows that the prevalence of obesity in Canada has significantly increased, with one in four adults living with obesity in 2018.

Poor dietary choices are a major contributor to chronic disease, costing the Canadian economy an estimated CAD$16 billion annually, the study concluded.

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