As consumers rethink what wellness means, gut health has quickly emerged as one of the category’s fastest-growing areas of interest. Eighty-four percent of Americans have become more interested in products that support gut health in the last few years, according to a 2024 survey by Danone. This expanding awareness is also driving growth in the global probiotics market, which is expected to reach nearly $115 billion by 2030, growing at an annual rate of 8.5%. As supplements become more accessible and the space becomes more crowded, brands like Zenwise are leaning into educational messaging and expert-driven content to break through the noise.Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
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