info@walnutunlimited.com
+44 (0) 20 7747 6060

We are part of the Unlimited Group

Exploring Attitudes to Gut Health in the UK : New Insights

Published Work

20th May 2025

Walnut Unlimited

GUT HEALTH: WHAT IT REALLY MEANS TO PEOPLE TODAY

Our latest study unpacks the UK’s shifting relationship with the gut. Is it just a health fad, or something more deeply rooted in our everyday lives?

We set out to answer these questions with one of our most comprehensive deep dives yet.

INSIDE THE STUDY

To truly understand how gut health shows up in people’s lives — and in their minds — we used a multi-method approach:

A nationally representative survey of 2,000 UK adults

Qualitative depth interviews to dig into the lived experience

Reaction Time testing to uncover subconscious associations

Social listening to tap into raw, real-world conversations

WHAT WE FOUND

The result is a nuanced, multi-layered view of the gut health space:

  • How people talk about gut health and what they really mean

  • The emotional and social drivers behind their behaviours

  • The unspoken signals shaping purchase decisions and brand loyalty

  • Whether this is a short-term wellness wave or a cultural shift in the making

These insights offer clear opportunities for brands looking to show up authentically and strategically in the gut health conversation.

Access Your Copy Now

Written by Walnut Unlimited Email Walnut Unlimited

More Insights

Nature vs Nurture: Not That Simple

The Science of Attention

The Science of Emotion

Femvertising

Understanding Public Reactions to the Energy Price Cap Hike

Inspiring Women in Leadership

Science In Action

The Workplace Revolution

Why Apprenticeships Matter

Can Soup be as Comforting as a Hug?

The Retail Media Revolution

The Retail Media Revolution

Empathy in Action

Wow Factor

Understanding the Nation

The Empathy Advantage

Developing Best-In-Class Packaging Grounded In Consumer Insight

One Year On From Consumer Duty

Activation of a limited-edition pack celebrating 200 years for Cadbury

The Art and Science of Emotion

Understanding the Nation: Election story Part 2

Understanding the Nation: Election story Part 1

How can consumer insight accelerate your brand in the world of fashion & beauty

Is There a Creative Spark Missing from Your B2B Research?

What did the Windows 11 update just reveal about human behaviour?

Global Accessibility Awareness Day: Making the digital world a more inclusive place

UNLIMITED including Walnut are acquired by Accenture Song

Exploring attitudes towards debt policies supporting people who are struggling with debt burden in Britian – March 2024

Applying behavioural science for Lowell to foster a better customer experience

It drew me in… Christmas advertising is not only about storytelling, it is about the story of us as humans

How Fashion Brands Turn Christmas Windows into Sensory Wonderlands

DEI and recruiting respondents in Market Research at Walnut

What Unlocking the Power of Attention Can Bring to Advertisers

Fuelling a campaign with the IAB using Strategic Consultancy & Implicit testing

This Girl Can: Nudging women and girls to get physically active.

A pack design to bring to life characterful ales.

Increasing diversity in rugby

Relaunching liquid electricals air fresheners in the EU.

Understanding the B2B telco customer experience in less researched markets.

Understanding the intangible: identifying brand assets.

Blending our sciences to advise on the perfect marinade

What makes a winning claim for Twinings Green Tea?

Beyond sofas, into beds – Applying behavioural science to optimise the shopper experience in dfs stores

Nudging the nation towards healthy and sustainable diets with IGD

Blending neuroscience and behavioural psychology for the National Trust

Optimising Global Travel Retail with applied Behavioural Science

Understanding people around the world to create new global packaging.

Building a lasting base of information to optimise a beverage portfolio and drive growth.

The real-time truth of a Formula 1 fan’s digital race experience.

Understanding the behavioural psychology of self-esteem for Slimming World.

Launching a plant-based food range across Europe with Nomad

Supporting the development of a healthy kids cereal for Jordans.

Tearing up the rule book on concept testing with O2.

Encouraging emotional decision making with Lowell

Reframing the shopping experience during Covid-19 with McArthurGlen.

Lidl & TBWA: optimising ads with emotional measurement.

Collecting customer feedback for Drax.

Research into the experience of gay men in 2023

Celebrating Neurodiversity at Walnut

Exploring Pride Month’s Impact: Celebrating Diversity, Striving for Equality

A behavioural science approach to combatting sexual harassment

A partridge in a pairing tree: Christmas Food Pairings

Humans vs Machines: The Science Behind Taste & Smell

Walnut UNLIMITED’s Take on Women’s Equality Day 2022

Six steps to sustainability: a positive approach for brands.

Building brand equity through Christmas ads: spotlighting retailers.

How human understanding can help develop more effective packaging.

Qualitative research with children and young people.

The future of the UK convenience store market

The importance of the store environment.

Emotions matter in memory processing.

NEWSLETTER

Sign up for the latest treats straight to your inbox

Fancy a chat? We would love to talk you through exactly how we do it at Walnut.

Contact us