Italy 2026: knowledge and behaviors about microbiota
The survey was conducted by Ipsos among 7,500 people in 11 countries (France, Portugal, Poland, Finland, Italy, Germany, United States, Mexico, Brazil China, and Vietnam).
Italy and microbiota:
the highest awareness in Europe with strong probiotic prescriptions, but education still lagging.
Summarizing Italy's results in the survey
In 2026, Italy stands out as the most microbiota-aware country in Europe, with 77% of respondents having heard of the term. Italian HCPs are also the most active prescribers of probiotics and prebiotics on the continent. But a persistent pattern limits the impact of this engagement: the prescription is made, but the educational conversation that should accompany it often doesn’t happen. Italy prescribes more than it explains and this gap is visible across all HCP education indicators, especially concerning early microbiota development.
1. Italy leads Europe on microbiota awareness
In 2025, 77% of Italian respondents have heard of the microbiota. This is the highest rate in Europe and above the global average of 72%. Awareness in Italy is not limited to the gut: Italy scores above global averages on every specific microbiota type measured. The term has genuinely entered mainstream health vocabulary here.
of Italians have already heard of the term microbiota
(vs. 72% globally)
of them know exactly what the microbiota is
(vs. 24% globally)
2 in 3 are aware of the gut microbiota
(vs. 63% globally)
Awareness spans all microbiota types
Italian respondents show consistently above-average awareness across all specific microbiotas:
- 53% of Italians know the vaginal microbiota (vs. 51% globally);
- 51% of them are aware of the oral microbiota (vs. 52% globally);
- 45% claimed to know of the skin microbiota (vs. 50% globally);
- 44% are aware of the urinary microbiota (vs. 46% globally).
Learn all about microbiota
Learn moreKnowledge is strong on fundamentals
Italian respondents also score well on foundational knowledge items:
- 84% know diet has significant consequences on microbiota balance;
- 78% know antibiotics have an impact on the microbiota, the highest rate in Europe;
- 65% correctly link IBS, obesity, and vaginosis to the microbiota.
Gaps remain, as in all countries, on the more complex links:
2. Italians surveyed display strong microbiota-friendly habits
50% of Italian respondents have changed their behaviors to protect their microbiota, a rate slightly below the global average of 53%, but above the European average for countries with similar awareness profiles.
of Italians have changed behaviors to protect their microbiota
(vs. 53% globally)
more than half consider their gut microbiota well balance
(vs. 59% globally)
of them eat fruits and vegetables daily
(vs. 40% globally)
Italians adopt habits that support microbiota health
Respondents in Italy consistently perform well on foundational health habits that support microbiota balance:
47% of respondents eat multiple fruits and vegetables daily, above the global average of 40%. And 2 in 3 consume fermented foods at least weekly, in line with the global average.
When it comes to supplementation, 40% of Italians consume probiotics and 35% consume prebiotics—both just below global averages of 42% and 38%, respectively.
Some habits that may harm microbiota balance persist
- 48% of women practice vaginal douching, above global average (44%);
- 65% self-medicate for intimate irritation (vs. 58% globally);
- 13% of all Italian respondents never engage in physical activity, almost double the global average (8%).
How to keep a healthy microbiota?
Find out more
3. Italian HCPs largely prescribe probiotics, with insufficient explanations
Italian healthcare professionals lead Europe in probiotic and prebiotic prescriptions: 56% of Italian respondents were prescribed probiotics or prebiotics, the highest rate in Europe and above the global average of 51%. Trust in HCPs is essentially universal (95%). And yet the educational content that should accompany this clinical engagement remains insufficient.
of Italians trust HCPs as one of their primary sources on microbiota information
(vs. 94% globally)
of them received an explanation of what the microbiota is
(vs. 39% globally)
received all key microbiota information from their HCP
(vs. 23% globally)
What Italian HCPs cover and what they miss
Italian HCPs are more active than their European counterparts on several topics but still fall short of the education that matches their prescription rates:
56% were prescribed probiotics or prebiotics (vs. 51% globally), the highest rate in Europe. But only 39% of respondents were educated by their HCPs on the importance of preserving microbiota balance (vs. 43% globally). And 41% received guidance on behaviors to adopt (vs. 43% globally).
Antibiotic education is stronger than in Northern Europe
On antibiotic-related microbiota education, Italy performs better than Germany, Finland, and France:
- 45% of Italian respondents were told antibiotics could negatively affect their microbiota balance (vs. 39% globally);
- 48% were told about digestive disorders associated with antibiotics;
- 45% were co-prescribed probiotics alongside antibiotics, the highest rate in Europe (vs. 38% globally);
- 27% received all key antibiotic-related microbiota information from their HCPs (vs. 25% globally).
Antibiotics: what impact on the microbiota and on our health?
Learn more
4. The first 1,000 days: a concept still unknown among Italian parents
The first 1,000 days focus reveals a blind spot in HCP education. About 40% of Italian parents and pregnant women have heard of the concept (below the global average of 43%). That below average awareness could be due to only 23% of parents received all key information from their pediatrician (vs. 31% globally).
of Italian parents/pregnant women are aware of the first 1,000 days concept
(vs. 43% globally)
of them claimed to know exactly what it means
(vs. 15% globally)
said to have received information on early microbiota development by an HCP
(vs. 39% globally)
Significant misconceptions among Italian parents
- 12% of parents knew that the baby's microbiota does not start developing inside the mother's womb, on par with the global average of 11%;
- 81% don't know that by age 5 the gut microbiota is not yet adult-like;
- 41% don't know the impact of early antibiotic use on infant gut microbiota development, slightly higher than the global average of 35%;
- Only 31% know that pet exposure during early life influences the gut microbiota.
In Italy, the high trust in healthcare professionals is translated into microbiota education and probiotics prescription. However, HCPs could be more active in teaching patients about the first 1000 days, a concept Italians report not talking about with their HCPs and seem to have average knowledge of the topic.
Methodology
This fourth edition of the International Microbiota Observatory was conducted by Ipsos among 7,500 individuals in 11 countries (France, Portugal, Poland, Finland, Italy, Germany, USA, Brazil, Mexico, China, Vietnam), between February 3rd and March 13th, 2026. Samples are representative of the population aged 18 and over, via quota sampling (gender, age, region, socio-professional category). Statistical significance is calculated at a 95% confidence level. The survey lasted ten minutes.
The questionnaire covered: microbiota awareness and knowledge; information received from HCPs; behaviors; women's knowledge of the vaginal microbiota; parental knowledge of the first 1,000 days; and health data.
