Consumers on the search for prebiotics

By tracking Google search trends, which reveal the frequency of online searches for 1,633 keywords, Lumina​ can analyse which searches are most prevalent and which are building momentum.

Explaining the key trends for the period Feb 2020 – Feb 2021, Zoe Coleman, digital marketing manager at Lumina, says: “Comparing the term ‘prebiotics’ with a number of other microbiome related search terms, we can see that, with 11.5K average monthly searches between February 2020 and 2021, ‘searchers for prebiotics are more frequent than any other, including ‘cardiovascular health’, ‘digestion’ and even ‘immunity’.”​

 The way that consumers are searching for prebiotics depends on how well versed they are with their health benefits.

“There’s generally two sectors of consumers,”​ Coleman explains, “one has an idea of exactly the symptom or health condition they want the prebiotic to address and so they research online accordingly. You can see this in the below chart – women’s health, gut health, constipation and IBS are the human-related groups driving growth in searches for prebiotics.​

Lumina dashboard: Words most commonly searched alongside ‘prebiotics’

“The second set of consumers are generally new to prebiotics and have very little pre-existing knowledge of them. The most common questions asked about prebiotics reveals that consumers generally want to know what prebiotics are used for and what the health benefits are.”​

But whilst there are…

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