- Consumers interested in gut health. "Gut health" is a huge wellness phenomenon that has become popularized among both young and old demographics who are seeking information to improve their constipation, bloating and eating habits. #guttok has garnered 400 million views on TikTok, and the postbiotic market is projected to be worth $24 million by 2029. - Younger consumers struggling with bowel concerns. We often think of bowel issues as a concern among those of older age, which is certainly true, but millennials are among the most affected. In the U.S., 25-45 million people suffer from irritable bowel syndrome, the majority of whom are women below age 40.

Around 1 in 5 adults in the UK are thought to have IBS, 60% to 65% are female. - Older people with constipation, Parkinson's disease, or diabetes. Up to 1 in 3 elderly women and 1 in 4 elderly men experience significant constipation. Constipation is more common among those with diseases like Parkinson's, that affects 1% of Americans over the age of 60, and long-standing diabetes, in which constipation affects 3 out of 5 people. In the UK, around 1 in 7 adults and 1 in 3 children may be constipated at any one time. Constipation is more common in the elderly (33.5% of people aged 60 plus are affected), women are approximately twice as likely to suffer from constipation as men and about 40% of women experience constipation during pregnancy. Prevalence is higher in care settings; over 50% of people in nursing homes and around 70% of those on long-stay hospital wards are affected.

-Parents of preteens and teenagers. Anywhere from 1 in 5 to 1 in 3 adolescents struggle with constipation and chronic diarrhea. Parents are often at a loss for how to intervene to help their children because they themselves don't know the fundamentals of pooping. Competition: The Clever Guts Diet; Gut; The Gut Stuff; Genius Gut. Michael Mosley & Tanya Borowski; Giulia Enders; Lisa Macfarlane & Alana Macfarlane.