Asean Probiotic Supplements Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The ASEAN Probiotic Supplements Market size is expected to grow from USD 84.24 billion in 2023 to USD 146.75 billion by 2028, at a CAGR of 11.74% during the forecast period (2023-2028).

With the sudden impact of COVID-19, the market has witnessed a surge in demand for products that provide immune health, which has impacted the probiotic supplements market positively in the region. Owing to such factors there are significant product launches to cater to the growing demand. In the ASEAN Region, Countries like Singapore, Malaysia have surged in the highest number of new food, drinks, and supplements that bear immune system-boosting claims launched in the last five months, followed by Indonesia. For instance, A Singapore-based online customized supplement firm stated that the COVID-19 pandemic has helped consumers overcome skepticism to subscription services in the Nutra space, after recording a significant Year-on-Year boost in sales. Consumers are continuing to browse for probiotics products, which offers opportunities for retailers to adopt a strategy that matches consumers' current needs by showcasing products that are more essential to their needs.

Over the medium term, the probiotics market has witnessed significant growth due to the increasing demand for health-based products among consumers, especially from the younger generations.Additionally, due to the large retail space and convenient conventional services, supermarkets/hypermarkets remain one of the most preferred points of sale for probiotics. In contrast, online retail stores are expected to gain prominence in the market in the coming years. The growth has been fueled by the exponential performance of probiotics owing to heavy demand from Gen-Z and millennial consumers, coupled with the advancements in probiotic technology.

Probiotic supplements are moving beyond digestive health to immunity, feminine health, oral health, skin health, weight control and diabetes, cognitive health, sports endurance, gut-brain axis, gut-muscle axis, and cardiovascular health and thus, the constant innovation in formulation is also driving the market in the region..Formulations are evolving to include Kosher and Halal probiotics, time-release options, and combinations. In addition to strain-specific benefits, multi-strain formulations and their advantages are highly dependent on the final blend and the clinical research associated with that multi-strain formulation. For instance Bio-Kult is a unique multi-strain live bacteria supplement with 14 strains of live bacteria, which can help a more diverse range of digestive disorders. Its powerful formulation targets the digestive tract, and it can be stored at room temperature without the need for refrigeration.

ASEAN Probiotic Supplements Market Trends

Significance of Health Consciousness among Millennials

• Probiotics are a driving force within the booming digestive health supplement category, and people of all age groups have been consuming them over the past few years. However, major consumption is observed among millennials due to their growing awareness of health and wellness through multi-channel publicity, which influences their consumption patterns to a large extent. This shows the awareness among people regarding the benefits of probiotic supplements. Millennials, being technologically advanced, update themselves with the facts related to health and, thereby, try to amend their routines and consumption habits accordingly.
• These consumers do not need practitioners’ or pharmacists’ approval for the purchase of probiotic supplements, propelling their usage in the market. Consumers do not need practitioners’ or pharmacists’ approval for the purchase of probiotic supplements, propelling their usage in the market. Therefore, there is a necessity for continuous innovation to satisfy inflating demand in the potential market.
• Probiotic supplements have seen the highest innovation in formulation, delivery forms, packaging, and market positioning. Continuous innovation in product offerings is expected to maintain the interest of millennials in probiotic products in the coming times as well. Therefore, the producers of probiotic supplements are capitalizing on the application, formulation, and therapeutic expansion to other health benefits, apart from the mainstream, to regulate sales in the region.
• Probiotic supplements have been available for decades, with consumption being driven by strain-specific health benefits to the consumer. According to the International Scientific Association for Probiotics and Prebiotics (ISAPP), scientific study on probiotic strains reveals health benefits in reducing necrotizing enterocolitis in preterm infants, reducing the occurrence of atopic issues such as eczema in infants and colic symptoms in breastfed babies, reducing the risk or duration of upper respiratory tract infections or gut infections. Hence, all the above-mentioned health benefits act as the major driving factors for Probiotic Supplements Market in this region.

Indonesia holds a Significant Market Share

• The rise is primarily due to increased demand from the younger population. Indonesians' standard of living is improving due to better-paying jobs that expand the middle class, which spends more on health products, including probiotic supplements.
• A rising population and greater consumer awareness of health issues, along with technological advancement and the fast-paced lives of people are leading to changes in lifestyle patterns of people. As a result of this upward consumer trend, numerous changes have occurred in the Indonesian probiotic supplement market, including research activities sponsored by probiotic manufacturers, which are positioned to fuel a healthy expansion during the projected period.
• In Indonesia, the middle-class population has grown from 7% to 20% of the population, with 52 million Indonesians currently belonging to the group, according to World Bank's Aspiring Indonesia-Expanding the Middle-Class report. As a result, the dietary habits of people in Indonesia have evolved toward more balanced nutrition, accompanied by a high rate of urbanization. With access to the most up-to-date information, middle-class consumers are demanding healthier and more diverse food options, along with health supplements, including probiotic supplements.

ASEAN Probiotic Supplements Industry Overview

The ASEAN Probiotics Supplements market enjoys the presence of various global and regional players. The market studied was led by Procter & Gamble, BioGaia, Reckitt Benckiser LLC, Amway Corporation, Blackmores Limited, Nestle SA, and Church & Dwight Co. Inc. The leading companies are taking necessary measures to expand their business in terms of geography by establishing new manufacturing units and launching popular products in different countries to boost sales and enhance brand presence. Most of the companies manufacturing in the ASEAN region are entering into contract manufacturing for probiotic supplements. Additionally, players are investing in research and development to maintain their market position with new product innovations to enhance their brand presence in the region.

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