Probiotic Supplements Market - Focused Insights 2024-2029

The global probiotic supplements market is expected to grow at a CAGR of 6.46% from 2023 to 2029.

RECENT VENDOR ACTIVITIES

• On March 25, 2024, Garden of Life, a Nestlé Health Science brand, launched new products in its sports nutrition portfolio. These offerings are Non-GMO Project Verified and USDA Organic Certified, featuring ingredients that promote benefits such as skin health, digestive health, and weight management. Notably, the new products also include probiotics to support various health goals.
• On July 14, 2022, Viome Life Sciences, a biology company, announced the launch of its groundbreaking Full Body Intelligence Test, the most advanced holistic health and microbiome test available. This at-home test utilizes gene expression analysis to assess three critical health areas: the gut microbiome, oral microbiome, and cellular health.
• In April 2024, dsm-firmenich, leaders in nutrition, health, and beauty, partnered with Lallemand Health Solutions, experts in probiotics, to introduce innovative synbiotic solutions for early-life nutrition. These products are designed to foster a gut microbiome similar to that of breast-fed infants, promoting immune system development and optimal growth trajectories.

KEY TAKEAWAYS

• By Form: The capsules & softgels segment holds the largest market share of over 38%. The segment shows incredible growth as they are easy to swallow with water, providing a convenient option for daily use.
• By Gender: The female segment shows the highest growth, with a CAGR of 6.99%, due to growing interest in probiotic supplements due to various physiological, lifestyle, and health factors.
• By Age: The adult segment occupies a major market share as they are vulnerable to digestive issues and weakened immune systems, leading to increased adoption of these supplements.
• By Application: The non-digestive health segment shows the highest growth due to the impact of probiotics on immune function, mental health, skin health, metabolic health, and even cardiovascular health.
• By Distribution Channel: The pharmacies & drug stores segment holds the largest market share as they are widely available, providing consumers with easy access to probiotic supplements.
• By Geography: North America dominates the global probiotic supplements market, driven by increasing consumer awareness of gut health and a rising focus on preventive healthcare.
• Growth Factor: The global probiotic supplements market is set to grow due to increasing preference for natural & organic supplements and the rising popularity of gummy-based supplements.

MARKET TRENDS & DRIVERS

Increased Focus on Digestive & Gut Health

The increased focus on digestive and gut health is a key trend driving the growth of the probiotic supplements market. Consumers are becoming more aware of the critical role gut health plays in overall wellness, influencing not only digestion but also immunity, mental health, and skin health. This heightened awareness has spurred a growing demand for probiotic supplements, known for their ability to support and restore a healthy gut microbiota. The rise in gastrointestinal conditions like irritable bowel syndrome (IBS), constipation, diarrhea, acid reflux, and food intolerances exacerbated by poor diets, stress, and sedentary lifestyles has further fueled the need for probiotic solutions.

Additionally, the recognition that nearly 70% of the immune system resides in the gut has underscored the importance of a healthy microbiome in strengthening immune responses. Probiotics help in enhancing immune function, leading to a surge in the use of probiotic supplements as part of preventive health strategies aimed at reducing the risk of infections and illnesses. Brands in the probiotic space are leveraging this growing awareness of the gut microbiome by highlighting the scientific benefits of specific probiotic strains, such as Lactobacillus and Bifidobacterium. This focus on digestive wellness continues to expand the market as more consumers integrate probiotics into their daily health regimens.

Personalization & Customization

The trend of personalization and customization in the probiotic supplements market has gained significant momentum as consumers increasingly seek tailored health solutions rather than a one-size-fits-all approach. Consumers are becoming more educated about their health, microbiomes, and the potential benefits of probiotics. This has led to demand for personalized supplements that address specific concerns such as bloating, diarrhea, skin health, or mental wellness. Scientific advances in microbiome research have revealed that different probiotic strains target different health concerns, such as specific digestive disorders, immune responses, or even mental health conditions.

The gut-brain-skin axis is increasingly understood, showing how probiotics influence overall wellness. Personalized products target specific outcomes, and this attracts consumers to personalization of their supplements. Some companies offer at-home microbiome testing kits. The results show the composition of the user's gut bacteria, which is then used to recommend or formulate personalized probiotic supplements.

Viome Life Sciences has introduced the Full Body Intelligence Test, an at-home health assessment that analyzes gene expression in the gut microbiome, oral microbiome, and cells. Many companies now offer subscription services where customers receive personalized probiotic supplements regularly, with the ability to adjust formulations based on changing health needs or feedback over time, boosting the market for probiotic supplements.

Increasing Preference of Natural & Organic Supplements

The increasing preference for natural and organic supplements is a significant factor driving growth in the probiotic supplements market. Consumers are becoming more health-conscious and are seeking out products that align with their values around natural ingredients, sustainability, and clean-label formulations. Consumers are more informed than ever before about the potential health risks associated with synthetic additives, preservatives, and genetically modified organisms (GMOs) in food and supplements. This has led to a growing demand for clean-label products those that contain natural, minimally processed ingredients with no artificial additives or fillers.

The rise of plant-based diets and the growing number of consumers adopting vegan or vegetarian lifestyles have contributed significantly to the demand for natural and plant-based probiotics. Consumers are looking for probiotic supplements that are not only free from animal-derived ingredients but also made with natural, plant-based sources. With the increasing prevalence of food allergies and intolerances, more consumers are looking for supplements that are free from common allergens such as gluten, soy, dairy, and artificial additives. Natural and organic probiotic supplements typically avoid such allergens, making them safer and more appealing to consumers. Garden of Life is a leading brand in organic supplements, offering USDA Organic and Non-GMO Project Verified probiotics.

INDUSTRY RESTRAINTS

Competition From Functional Foods and Beverages

Competition from functional foods and beverages is a significant challenge for the growth of the probiotic supplements market. This competition arises because functional foods and beverages that are fortified with probiotics and other health-enhancing ingredients offer consumers a more convenient and often appealing alternative to traditional probiotic supplements. One of the major reasons for the shift in consumer preference from probiotic supplements to functional foods and beverages is convenience. Many consumers prefer to consume probiotics through everyday food and drink rather than taking supplements, which are typically in the form of capsules, tablets, or powders.

Foods such as yogurt, kefir, and fermented beverages like kombucha are already a part of regular diets, making it easier to incorporate probiotics without extra effort. Functional foods and beverages are perceived as more natural and enjoyable to consume compared to supplements. Many consumers associate foods like yogurt, pickles, and sourdough bread with tradition, health, and taste, while supplements may be seen as artificial or medicinal.

This perceived naturalness gives functional foods and beverages a marketing advantage over supplements, as they offer probiotics in a form that seems less processed or clinical. Thus, the competition from functional foods and beverages is a major challenge for the probiotic supplements market because these products align better with consumer preferences for convenience, multi-functionality, affordability, and enjoyment.

SEGMENTATION INSIGHTS

INSIGHTS BY FORM

The global probiotic supplements market by form type is segmented into capsules & softgels, tablets, powder, liquid, and other forms. The capsule & softgels segment accounted for the largest market share of over 38%. Capsules and softgels offer numerous advantages for probiotic supplements. They are easy to swallow with water, providing a convenient option for daily use. Softgels, in particular, are often designed to enhance the bioavailability of probiotics, ensuring that the beneficial bacteria are efficiently absorbed and delivered to the gut for optimal effectiveness.

Additionally, the portability and convenience of capsules and softgels make them especially appealing to individuals with busy or travel-heavy lifestyles. Their compact size and ease of consumption allow users to stick to their probiotic regimen while on the go, supporting digestive health without disrupting their routine, thus helping segmental growth.

By Form

• Capsule & Softgels
• Tablets
• Powder
• Liquid
• Other Forms

INSIGHTS BY GENDER

The global probiotic supplements market by gender is categorized into female and male. The female segment shows prominent growth, with the fastest-growing CAGR of 6.99% during the forecast period. Women are showing a significant and growing interest in probiotic supplements due to various physiological, lifestyle, and health factors. The hormonal changes that occur during these stages can disrupt the balance of gut microbiota, making women more susceptible to digestive discomfort, bloating, and irregular bowel movements.

This heightened vulnerability underscores the importance of probiotics, which can help restore gut balance and support overall digestive health. During pregnancy and lactation, women experience increased nutritional demands that can affect gut health. This period often sees changes in the gut microbiome, making it even more critical for expectant and nursing mothers to consider probiotics to support both their health and that of their developing baby.

By Gender

• Female
• Male

INSIGHTS BY AGE

The global probiotic supplements market by age is segmented into adults and pediatrics. The adult segment dominates and holds the largest market share. Several trends and factors have contributed to the increased use of probiotic supplements among adults. These drivers can be categorized into health, lifestyle, and other factors. There is an increasing awareness of the importance of gut health and its connection to overall wellness. As people age, their digestive health can decline, making probiotics more appealing to older adults.

Elderly populations are particularly vulnerable to digestive issues and weakened immune systems, leading to increased adoption of these supplements. Modern consumers are increasingly seeking natural alternatives to traditional medicine. Probiotics fit into this category as they are seen as a natural way to prevent and manage health issues, aligning with the global trend toward wellness and preventative healthcare.

By Age

• Adults
• Pediatrics

INSIGHTS BY APPLICATION

Based on the application, the non-digestive health segment shows significant growth, with the fastest-growing CAGR of the global probiotic supplements market during the forecast period. Probiotic supplements, traditionally associated with digestive health, are now being recognized for their broader health benefits beyond the gut. Emerging research has demonstrated the profound impact of probiotics on various non-digestive health areas, including immune function, mental health, skin health, metabolic health, and even cardiovascular health. Probiotic supplements are also linked to reducing the physiological effects of stress.

Research has shown that probiotics can lower cortisol levels (the stress hormone) and improve cognitive function, memory, and mental clarity. With increasingly busy work schedules, many individuals are experiencing heightened stress levels. Probiotics offer a natural solution to help manage stress, promoting mental balance and reducing the adverse effects of chronic stress on overall health, thus helping segmental growth.

By Application

• Digestive & Gut Health
• Non-digestive Health

INSIGHTS BY DISTRIBUTION CHANNEL

Based on the distribution channel, the pharmacies & drug stores segment holds the largest global probiotic supplements market share. Pharmacies and drugstores play a crucial role in the sale and growth of probiotic supplements globally. Pharmacies and drugstores are widely available, providing consumers with easy access to probiotic supplements. The extensive network of pharmacies and drugstores ensures that probiotic supplements are accessible to a wide segment of the population, from urban centers to rural areas. The professional environment of pharmacies, combined with the opportunity for consumers to consult with pharmacists, enhances confidence in the products, leading to increased sales. All these factors contribute to the growth of the global probiotic supplements market.

By Distribution Channel

• Pharmacies & Drug Stores
• Online
• Supermarkets & Hypermarkets
• Specialty Stores
• Other Distribution Channels

GEOGRAPHICAL ANALYSIS

North America dominates and holds the largest global probiotic supplements market share of over 36%. The growth of the market is driven by increasing consumer awareness of gut health, a rising focus on preventive healthcare, and the growing popularity of functional foods and beverages. North America has a significant aging population, which is more susceptible to digestive issues and related health concerns. Probiotics are increasingly seen as a beneficial supplement for older adults to support gut health, enhance immunity, and improve overall health outcomes.

The rise of e-commerce platforms has made probiotic supplements more accessible to consumers in this region. The growing trend of health consciousness among consumers in the US is leading to increased interest in probiotics. Consumers are becoming more aware of the link between gut health and overall well-being, prompting them to seek supplements that can enhance their health.

By Geography

• North America
  • US
  • Canada
• APAC
  • China
  • Japan
  • India
• Europe
  • Germany
  • France
  • UK
  • Italy
  • Spain
• Latin America
  • Brazil
  • Mexico
  • Argentina
• Middle East & Africa
  • Turkey
  • Saudi Arabia
  • South Africa

VENDOR LANDSCAPE

The global probiotic supplements market report contains exclusive data on 41 vendors. The competitive scenario in the global probiotic supplements market is currently intensifying with global and domestic players offering a diverse range of products. The key players in the global probiotic supplements are Nestle, Procter & Gamble, BioGaia, Dr. Willmar Schwabe, Amway, Reckitt Benckiser Group, Church & Dwight, Danone, dsm-firmenich, and Yakult Honsha.

Key strategies include product innovation, mergers and acquisitions, and partnerships to enhance market presence and expand geographical reach. Vendors are expanding product portfolios to cater to a wider range of consumers and applications, offering unique and innovative product forms with a variety of flavors such as mixed fruits, strawberries, oranges, etc.

Key Vendors

• Nestle
• Procter & Gamble
• BioGaia
• Dr. Willmar Schwabe
• Amway
• Reckitt Benckiser Group
• Church & Dwight
• Danone
• dsm-firmenich
• Yakult Honsha

Other Prominent Vendors

• GNC Holdings
• NATURELO
• NOW Foods
• Haleon
• Shaklee Corporation
• Vytalogy Wellness
• Life Extension
• Hi-Health
• Walgreen
• Kirkland Signature
• Standard Process
• Otsuka Pharmaceutical
• Probi
• Nordic Naturals
• Wellbeing Nutrition
• Herbalife
• Country Life Vitamins
• Bayer
• Nature's Sunshine
• Spring Valley
• Hi-Tech Pharmaceuticals
• Isagenix
• Arazo Nutrition
• mindbodygreen
• Nature's Craft
• H&H Group
• Bluebonnet Nutrition
• Irwin Naturals
• Unilever
• Wild Nutrition
• Solara Labs

KEY QUESTIONS ANSWERED

1. What is the global probiotic supplements market size?
2. What is the growth rate of the global probiotic supplements market?
3. What are the factors driving the global probiotic supplements market growth?
4. Who are the major players in the global probiotic supplements market?
5. Which region dominates in the global probiotic supplements market share?