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Probiotics Market Trends

The worldwide growth of the probiotics market and digestive health products is being boosted greatly by the consumers' demand and purchasing habits.

As more consumers turn to functional foods and beverages to cope with digestive disorders and health concerns, there is a massive opportunity for manufacturers to create probiotics-fortified products. These products go beyond traditional applications, such as yogurt and supplements, and diversify into new, unique products that add value to consumers' diets.


Market overview:


  • According to a new report by Grand View Research, Inc., the global probiotics market has surpassed USD 44.2 billion in 2019. It is expected to generate around USD 74.3 billion by 2020-2025, growing at a CAGR of 8.15%. Prevalent use of probiotics due to their nutritional benefits and consumer awareness are just some contributing factors driving the global probiotic market
  • The probiotics market trend is segmented by types that include probiotics drinks, foods, and dietary supplements. In the US, the probiotics market is projected to register a CAGR of 12 % during the forecast period of 2020 to 2025.
  • The Asia Pacific region is expected to be both the biggest and fastest-growing regional segment over the forecast period.
  • In terms of product type, the functional probiotics food and beverage segment remains the biggest segment in probiotics currently, at $40 billion and representing more than 82% of the total market.


Driving demands


  • The growing demand for probiotics worldwide is due to the increasing prominence and rising awareness of consumers on preventive healthcare across the globe. More and more consumers are becoming aware of the link between a healthy gut micro biome and a healthy digestive system.
    • 67% of U.S consumers use probiotics supplements for a healthy micro biome.
    • 40% of probiotics consumers globally are interested in improving their digestive health.
  • Another driving factor is the increasing demand for natural and safe health-benefit products. From 2014 to 2019, Google searches for micro biome health rose by 267%.
  • The demand for probiotics is driven by the numerous-mindful consumers, especially among younger generations who are seeking products to boost immunity and improve gut functionality. Probiotics are a part of functional food, drinks, and supplements. They are regarded for their positive impact on gut functioning along with many other advantages such as boosting immunity.
  • Consumer’s understanding of the role of probiotics in microbiome health.
    • 79% of U.S consumers are aware of the digestive health benefits of probiotics.
    • 72% of UK consumers who knew about the probiotic cultures are aware that they can support the digestive health.
    • 54% of consumers globally are aware that probiotic products can promote good digestive health. 

As more consumers look for ways of adding probiotics into their diet, companies are investing in the research and development of efficient strains of probiotics and ways of more effectively delivering these live microorganisms to the intestinal tract via supplements, capsules, and oral liquids.

In the US, probiotics are sold mainly in the form of dietary supplements. This has been spurred by the growing aging population and increased consumer interest in preventive healthcare. The probiotics supplements containing different strains are available in various forms such as tablets, drops, and capsules.

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