Danone survey highlights gut health interest with implications for convenience and vending sectors

As consumer interest in gut health continues to rise, research from Danone North America suggests growing opportunities for functional foods and beverages across convenience and vending channels. According to a national survey released by the company in April, 84% of Americans say they are more interested in products that support gut health than in previous years — a trend that could fuel demand for better-for-you options in grab-and-go formats.

While interest in the category is high, the survey revealed significant knowledge gaps. Nearly half of consumers remain unaware that the gut microbiome affects gut health, and many still hold misconceptions about the effectiveness of probiotics, prebiotics and functional foods. Despite this, familiarity with biotics is growing, with awareness of prebiotics and postbiotics rising by 11% since 2021.