The microbiome has emerged as a central frontier in food and wellness innovation, with consumers increasingly linking gut health to a wide range of benefits, from immunity to mental well-being. Yet, unlike taste or texture, the effects of microbiome-focused products are not directly perceptible. As a result, consumers rely on indirect signals—such as reduced bloating, improved energy, or a general sense of wellness—to judge efficacy. These perceptions are heavily influenced by expectations, which shape how individuals interpret their bodily sensations. This is one of the topics covered by Michelle Niedziela, behavioral neuroscientist and founder of Nerdoscientist, in the latest episode of the podcast ‘Consumer Perspective‘, titled ‘The Behavioral Science of Gut Feelings‘.

(Agro FOOD Industry Hi Tech editorial team)

Presented by 𝗔𝗴𝗿𝗼 𝗙𝗢𝗢𝗗 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗛𝗶-𝗧𝗲𝗰𝗵, this episode explores how consumers evaluate biotics products through expectations, sensory cues, routines, and trust.

Listen to it here