GENERATION GUT: Stomach issues are affecting more than just the body as three quarters of millennials say their gut health has a direct impact on their emotional wellbeing, new research reveals


  • Millennials are suffering the most when it comes to poor gut health, with more than half experiencing stomach issues at least once a week
  • More than three quarters of 18-35 year olds say their gut has a direct impact on their mood
  • The Kellogg’s Happy Gut Survey reveals 92% of the UK population are not aware of the how much fibre they should be consuming daily to meet health recommendations
  • All Bran – equivalent to four and a half slices of wholemeal toast – touted as the magic weapon helping achieve your daily fibre recommendation. Feel the difference in just five days!

 

While the importance of a healthy gut has been only further highlighted through the World Health Organisation’s recent report, a survey has revealed the true state of the nation’s gut problem.


The Happy Gut Survey has found that while more than half (55%) of the nation believe they get their recommended daily fibre intake, in actual fact less than 1 in 10 (8%) of the UK population are aware they should be consuming at least 30g a day .


Millennials suffer with more gut issues than any other age group, with more than two thirds (67%) of 18 to 35 year olds having had troubles such as bloating, diarrhoea and constipation in the last year .


The research, conducted by Kellogg’s as part of its Happy Guts campaign, looked into the nation’s attitudes towards gut health and fibre, after the World Health Organisation report found people who eat large amounts of high-fibre foods are at lower risk of developing heart disease, stroke and diabetes.


And their gut issues are having more than just a physical effect, with over three quarters of 18-35 year olds admitting their gut has a direct impact on their mood and emotional wellbeing .


One in ten Brits admit to experiencing gut issues every single day , but just 4% of the population have visited a specialist or taken a dedicated gut-test. It seems the nation are instead turning to Google, with UK searches for ‘Gut health symptoms’ up 100% since the release of the WHO report.


More than any other age group, 25 to 35 year olds are aware of trendy probiotics such as ‘raw sauerkraut’ and kombucha’s positive effect on the gut ; however when it comes to their knowledge of traditional wheat bran fibre’s benefits, they ranked lowest .


Matt Perkins, nutritionist for Kellogg’s, comments: “The most common issues with a diet lacking in fibre are the least glamorous. Symptoms such as sluggish bowels, constipation, and runny stools can all mean you’re not getting enough – making you feel lethargic and generally feeling miserable.


“Kellogg’s has a long history of educating on the benefits of fibre – with All Bran launching nearly 100 years ago. Having our superior wheat bran fibre range at breakfast is the quickest and easiest way to get over a third of your daily intake and is essential for a happy gut and a healthier you.

“There are many ways to include All Bran in your daily routine – from smoothies to pancakes and muffins (www.allbran.co.uk/recipes). Whether you sprinkle, cook or enjoy our cereals naturally – you still enjoy the benefits of superior wheat bran fibre.”

A Kellogg’s study showed it takes just five days of eating a bowl of Kellogg’s All Bran every morning to feel a real difference in energy levels, happiness and feeling bloated.


The Kellogg’s Happy Gut Survey also found:

 

  • One third of UK population have suffered with stomach issues in the past 12 months that has impacted their regular daily life
  • Almost three quarters (74%) of those with gut issues reported suffering with symptoms including bloating and constipation each month; while half (50%) suffer every single week
  • Almost a quarter of those with stomach issues have either tried reducing stress (24%) or getting more sleep (23%), to combat the pressures of modern life and ease stomach issues. While only 16% of people have tried eating a fibre rich product to benefit their gut health
  • Only 25% of people think high fibre is an important thing to look for in their breakfast

 


To ensure you are getting your recommended daily 30g fibre, Nutritionist Matt Perkins recommends the following food plan:


Breakfast: Porridge with a sprinkle of All Bran on top to boost the fibre, along with blueberries


Lunch: Wholegrain brown rice, mixed with nuts and seeds like almonds and pumpkin seeds and goji berries. To this, add fresh salmon, with a drizzle of olive oil on the top!


Dinner: Chicken (or Tofu if you are avoiding meat) stir fry with lots of different types of veg, and a low-sugar sweet and sour sauce


Snacks: Fresh fruit such as apples and bananas, dried apricots and dates


Guilty pleasure: A couple of squares of dark chocolate


Jo Travers, The London Nutritionist and author of ‘The Low Fad Diet’ said: “Whether its carbs, protein, fermented foods or going meat-free, people come to me totally confused what they shouldn’t and shouldn’t eat. But ultimately – everyone wants to stay healthy, manage their weight and have a happy stomach. Fibre constantly conflicts with many fad diets and has been overlooked for years. It is great that the nation is finally hearing about the importance of fibre for gut health and essentially, it will help you live longer – it’s a no brainer. Just a few simple changes to your breakfast can really make a difference in hitting your daily intake - helping you feel more energetic and less bloated.”


- ENDS -


For further information on the updated Kellogg’s Happy Gut range or to speak to Matt Perkins, please contact kelloggs@thisispegasus.co.uk


Nutritional value:

Per serving Per serving Per serving
All Bran Wheat Bran (87%), Sugar, Barley Malt Flavouring, Salt. Vitamin D (50%) Niacin (25%), Iron (25%), Vitamin B6 (25%), Vitamin B2(Riboflavin) (25%), Vitamin B1(Thiamin) (25%), Folic Acid (25%), Vitamin B12 (25%).
Bran Flakes Wholewheat (59%), Wheat Bran (18%), Wholemeal Flour, Sugar, Glucose Syrup, Barley Malt Flavouring, Salt, Natural Flavouring.Vitamin D (50%), Niacin (25%) Iron (25%), Vitamin B6, (25%) Vitamin B2(Riboflavin) (25%), Vitamin B1(Thiamin) (25%), Folic Acid (25%), Vitamin B12 (25%).
Fruit n Fibre Wholewheat (70%), Dried Fruit(26%)(Raisins, Coconut, Banana{Banana, Coconut Oil, Sugar}, Apple, Hazelnuts), Sugar, Salt, Barley Malt Flavouring. Vitamin D (50%), Niacin (25%) Iron (25%), Vitamin B6, (25%) Vitamin B2(Riboflavin) (25%), Vitamin B1(Thiamin) (25%), Folic Acid (25%), Vitamin B12 (25%).


Updated Kellogg’s ‘Happy Gut’ range:

Happy Gut

  • https://www.bnf.org/ - 4.5 slices wholemeal toast equivalent to 1 bowl of All-Bran
  • Research conducted by 3GEM RESEARCH & INSIGHTS IN 2019 for Kellogg’s Fibre ReFrame, QC1
  • Research conducted by 3GEM RESEARCH & INSIGHTS IN 2019 for Kellogg’s Fibre ReFrame, QC5
  • https://www.nhs.uk/live-well/eat-well/how-to-get-more-fibre-into-your-diet/
  • Research conducted by 3GEM RESEARCH & INSIGHTS IN 2019 for Kellogg’s Fibre ReFrame, QC3
  • Research conducted by 3GEM RESEARCH & INSIGHTS IN 2019 for Kellogg’s Fibre ReFrame, QC1
  • Research conducted by 3GEM RESEARCH & INSIGHTS IN 2019 for Kellogg’s Fibre ReFrame, QC3
  • Research conducted by 3GEM RESEARCH & INSIGHTS IN 2019 for Kellogg’s Fibre ReFrame, QC4
  • https://trends.google.com/trends/explore?geo=GB&q=gut%20health%20symptoms
  • Research conducted by 3GEM RESEARCH & INSIGHTS IN 2019 for Kellogg’s Fibre ReFrame, QC6
  • Research conducted by 3GEM RESEARCH & INSIGHTS IN 2019 for Kellogg’s Fibre ReFrame, QC6

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