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Market Overview

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The Probiotics Market is projected to reach USD 105,490 million by 2028, growing at a CAGR of 7.53% during the forecast period (2023-2028), with an estimated size of USD 73,377 million in 2023.

Probiotics are a combination of beneficial bacteria and yeasts that promote a healthy balance of intestinal microbes in humans and animals.

The market for probiotics has been established for many years, driven by the specific health benefits associated with different strains. Extensive scientific research has demonstrated the positive effects of probiotics in reducing conditions such as necrotizing enterocolitis in preterm infants, eczema in infants, colic symptoms in breastfed babies, and the risk or duration of upper respiratory and gut infections. This growing body of knowledge has made consumers increasingly conscious of the health benefits of probiotic supplements, spurring market demand. Moreover, numerous studies have highlighted the positive impact of probiotic consumption on host well-being, further fueling market growth.

The rising consumer preference for natural products is a significant driver of market expansion. Increasing awareness of preventive healthcare and the proven effectiveness of probiotic bacteria in promoting health have contributed to the growing demand for probiotics. Functional foods, which provide basic nutrition while also offering health benefits, have gained popularity among consumers seeking to address issues such as obesity, digestive problems, gastrointestinal and vaginal infections, and other ailments. Market players are therefore developing probiotic products specifically targeting these conditions. Although the influence of health concerns on the probiotics market is currently moderate, it is expected to increase in the near future.

The market growth is also driven by the strong demand for health-oriented products, particularly among younger consumers. Probiotics are commonly incorporated into functional foods and beverages due to their known ability to improve gut function and boost immunity. However, there is ambiguity in different countries regarding the classification of probiotics as pharmaceuticals or food products, resulting in complexity in terms of regulations, legislation, and technology. These factors present significant challenges to the growth of the market.

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Market Segmentation

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The market is segmented based on various factors, including type, distribution channel, and geography.

Segmentation by Type
Probiotic Foods – Yogurt, Bakery/Breakfast Cereals, Baby Food and Infant Formula, Other Probiotic Foods
Probiotic Drinks – Fruit-based Probiotic Drinks, Dairy-based Probiotic Drinks
Dietary Supplements
Animal Feeds/Foods

Segmentation by Distribution Channel
Supermarkets/Hypermarkets
Pharmacies and Health Stores
Convenience Stores
Online Retail Stores
Other Distribution Channels

Segmentation by Geography
North America – United States, Canada, Mexico, and Rest of North America
Europe – United Kingdom, Germany, France, Italy, Spain, Russia, and Rest of Europe
Asia-Pacific – China, Japan, India, Australia, and Rest of Asia-Pacific
Latin America – Brazil, Argentina, and Rest of Latin America
Middle East and Africa – Saudi Arabia, South Africa, and Rest of Middle East and Africa

The increasing consumer awareness surrounding gut health is expected to drive the demand for probiotics. Key players in the industry have been actively offering probiotic food, beverages, and supplements, as maintaining a healthy gut becomes increasingly important for consumers. There has been a growing acceptance among consumers about the role of gut health in physical well-being, weight management, and sustaining energy levels, which is likely to fuel the demand for probiotics in the years to come.

The rising awareness of the impact of nutrition on health and the growing preference for healthier diets have led manufacturers to produce and market food products with specific health claims. Probiotic consumption is on the rise in western markets, where consumers adopt a holistic approach to leading a healthy lifestyle. Consumers are seeking new ways to manage their health and prevent future health conditions through the consumption of probiotic-infused foods, beverages, and supplements. Probiotics have emerged as a driving force in the thriving gut health product category. Manufacturers are experimenting with formulations and production techniques to offer high-quality probiotic products with additional immunity benefits. This includes exploring multi-strain formulations and strain-specific formations. For example, in August 2022, GoodBellyProbiotics introduced a new line of immune support products, including quart beverages and shots. The GoodBellyImmune Support Shots, available in flavors like pineapple passionfruit and lemon ginger turmeric, contain scientifically supported probiotic strains similar to those found in the quart beverages.

Probiotics are known to be beneficial in treating digestive, gastrointestinal, and bowel issues related to gut health. Probiotic supplements that improve overall health while providing essential nutrition are gaining popularity as people become more aware of the correlation between diet and well-being. Probiotic capsules currently dominate the market, but other segments such as gummies, oral sticks, and melts are expected to expand during the forecast period. The Asia-Pacific probiotics market is driven by increasing awareness, technological advancements, media coverage, and consumer demand. Growing awareness of probiotics in China and India is likely to further propel market growth in the region. In China, there is a significant demand for probiotics in infant formula products, which is expected to continue growing in the future. The market has experienced substantial growth due to an aging population and an increased understanding of the importance of preventive health measures. Numerous studies highlighting the benefits of probiotics on immunity, cognitive health, and skincare have also contributed to market growth. Retail chains introducing innovative formulations help differentiate brands and their corresponding products. With a large proportion of health-conscious consumers in the region, these factors are expected to drive the growth of the probiotics market in the Asia-Pacific region.

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Competitive Landscape

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The market exhibits a high level of competitiveness and is characterized by the participation of major players such as Nestle SA, Danone SA, PepsiCo Inc., Lifeway Foods Inc., and Yakult Honsha Co. Ltd. These companies maintain a sustainable competitive advantage through product differentiation. Manufacturers are actively introducing innovative products with varying ingredients, pricing strategies, and functionalities, resulting in intense competition within the market. Moreover, these companies are significantly investing in research and development activities. They also prioritize the development of products that cater to consumer preferences and offer enhanced functionalities, allowing them to expand their market presence and uphold their positions in the industry.

Key companies profiled in this report include BioGaia AB, Yakult Honsha Co. Ltd, Danone SA, Dr. Willmar Schwabe GmbH & Co. KG, Nestle SA, The Procter & Gamble Company, Amway Corp., Lifeway Foods Inc., PepsiCo Inc., Archer-Daniels-Midland Company, NOW Health Group, Inc.

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Recent Industry Developments

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In January 2023, KeVita, a brand owned by Tropicana, expanded its range of Sparkling Probiotic Lemonade by introducing mango flavor alongside the existing classic and peach probiotic lemonade variants. These products are now available in prominent US retail chains such as Kroger and Walmart.

In September 2022, Nestle Garden of Life made its entry into the Chinese market by launching its first probiotic product specifically designed for infant foods. Within the baby food category, baby cereal holds a significant market share, driven by continuous advancements and innovations in this segment.

In July 2022, BioGaia introduced a new product called BioGaia Pharax in the UK market. This probiotic product is specifically formulated to support respiratory health in children.

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Key Questions Answered

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What is the duration of the study for the Probiotics Market?
The Probiotics Market has been studied from 2018 to 2028.

What is the rate of growth for the Probiotics Market?
The Probiotics Market is exhibiting a compound annual growth rate (CAGR) of 7.53% over the next five years.

What is the size of the Probiotics Market?
The Probiotics Market is projected to reach USD 73,377 million in 2023 and is expected to grow at a CAGR of 7.53% to reach USD 105,490 million by 2028.

Which region shows the highest growth rate in the Probiotics Market?
The Asia-Pacific region demonstrates the highest compound annual growth rate (CAGR) between 2018 and 2028 in the Probiotics Market.

Which region has the largest market share in the Probiotics Market?
Asia-Pacific currently holds the highest market share in the Probiotics Market as of 2022.

Who are the major players in the Probiotics Market?
The key companies operating in the Probiotics Market include Nestle S.A., Groupe Danone, PepsiCo Inc. (Kevita), Yakult Honsha Co. Ltd, and Lifeway Foods Inc.