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

ASEAN Probiotic Supplements Market has been segmented by Product Form (Tablets/Capsules​, Powders, Liquids, Other Products), by Distribution Channel (Supermarkets/Hypermarkets, Pharmacies & Drug Store, Specialty Stores, Online Stores, and Other Distribution Channel), and Geography (Indonesia, Malaysia, Thailand, Vietnam, Singapore, Philippines and Rest of ASEAN). The report offers market size and forecasts in value (USD million) for the above segments.

ASEAN Probiotic Supplements Market Size

ASEAN Probiotic Supplements Market
Study Period: 2018 - 2028
CAGR: 11.74 %

Major Players

ASEAN Probiotic Supplements Market Share

*Disclaimer: Major Players sorted in no particular order


Need a report that reflects how COVID-19 has impacted this market and it's growth?

ASEAN Probiotic Supplements Market Analysis

The ASEAN Probiotic Supplements Market size is expected to grow from USD 84,242.92 million in 2022 to USD 146,749.53 million 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 Industry Segmentation

Probiotics supplements are products that contain living microorganisms that are known to boost health when consumed in adequate amounts. The ASEAN probiotic supplements market is segmented into product form, distribution channel, and country. Based on product form, the market is segmented into tablets/capsules​, powders, liquids, other products. Based on the distribution channel, the market is segmented into supermarkets/hypermarkets, pharmacies & drug store, specialty stores, and online stores. By geography the market is segmented into Indonesia, Malaysia, Thailand, Vietnam, Singapore, tPhilippines and Rest of ASEAN. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

By Product Form
Other Products
By Distribution Channel
Pharmacies and Drug Stores
Specialty Stores
Online Stores
Other Distribution Channels
Rest of ASEAN Countries

Report scope can be customized per your requirements. Click here.

ASEAN Probiotic Supplements Market Trends

This section covers the major market trends shaping the ASEAN Probiotic Supplements Market according to our research experts:

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, the 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 toward probiotic products in 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.

 ASEAN Probiotic Supplements Market Size

Indonesia holds a Significant Market Share

The rise is primarily due to increased demand from the younger population. Indonesians' standard of living is improving as a result of 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 fast-paced life 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 Market forecast

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 also taking necessary measures to expand their business in terms of geography by establishing new manufacturing units and launching a popular product in different countries in order to boost sales and enhance the 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 in order to maintain their position in the market with new product innovations to enhance their brand presence in the region.

ASEAN Probiotic Supplements Market Leaders

  1. BioGaia

  2. Blackmores Limited

  3. Reckitt Benckiser LLC

  4. Amway Corporation

  5. Procter & Gamble

*Disclaimer: Major Players sorted in no particular order

Bio Gaia, Reckitt Benckiser LLC, Procter & Gamble, Amway Corporation,  Church & Dwight Co. Inc.,  Pharma Care Laboratories Pty Ltd

ASEAN Probiotic Supplements Market News

In Sep 2021, BioGaia partnered with Abbott to distribute probiotics to medical professionals in Singapore. The two products are Gastrus and Protectis, with the latter being the company’s most popular product targeted at gastrointestinal problems in infants and children.

In Sep 2020, Reckitt Benckiser Group PLC launched first-of-its-kind microbiome brand called Bodi-Ome. The new line of five probiotic dietary supplements uses clinically-proven, targeted probiotic strains to support digestive and immune health, as well as heart health, vaginal health, mood, and more.

In Jun 2020, Align Probiotic®, a Procter & Gamble company, launched its news expert-recommended product, Align Baby Probiotic for newborn babies. Align Baby Probiotic is developed for healthy babies and infants to help soothe fussiness and crying*, adding good bacteria to their developing tummies.

ASEAN Probiotic Supplements Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Form

      1. 5.1.1 Tablets/Capsules

      2. 5.1.2 Powders

      3. 5.1.3 Liquids

      4. 5.1.4 Other Products

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Pharmacies and Drug Stores

      3. 5.2.3 Specialty Stores

      4. 5.2.4 Online Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Country

      1. 5.3.1 Indonesia

      2. 5.3.2 Malaysia

      3. 5.3.3 Thailand

      4. 5.3.4 Vietnam

      5. 5.3.5 Singapore

      6. 5.3.6 Philippines

      7. 5.3.7 Rest of ASEAN Countries


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Positioning Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Bio Gaia

      2. 6.3.2 Reckitt Benckiser LLC

      3. 6.3.3 Procter & Gamble

      4. 6.3.4 Amway Corporation

      5. 6.3.5 Church & Dwight Co. Inc.

      6. 6.3.6 Pharma Care Laboratories Pty Ltd

      7. 6.3.7 Nature's Way Products LLC

      8. 6.3.8 GNC Holdings LLC

      9. 6.3.9 Blackmores Probiotics

      10. 6.3.10 Nestle SA

    4. *List Not Exhaustive


**Subject to Availability
You can also purchase parts of this report. Do you want to check out a section wise price list?

ASEAN Probiotic Supplements Market Research FAQs

The ASEAN Probiotic Supplements Market is studied from 2018 - 2028.

The ASEAN Probiotic Supplements Market is growing at a CAGR of 11.74% over the next 5 years.

The ASEAN Probiotic Supplements Market is expected to reach USD 129,521.14 Million in 2023 and grow at a CAGR of 11.74% to reach USD 146749.531 Million by 2028.

BioGaia, Blackmores Limited, Reckitt Benckiser LLC, Amway Corporation, Procter & Gamble are the major companies operating in ASEAN Probiotic Supplements Market.

ASEAN Probiotic Supplements Industry Report

Statistics for the 2023 ASEAN Probiotic Supplements market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. ASEAN Probiotic Supplements analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

80% of our clients seek made-to-order reports. How do you want us to tailor yours?

Please enter a valid email id!

Please enter a valid message!