Functional food products continued to make the greatest contribution to the health and wellness market in Russia. The market in Russia is driven by increasing demand for functional food and beverage products, including probiotic-based products, with existing awareness among consumers about its usage. Many medical professionals in the country recommend probiotics for its several benefits, including immunity, for infection in children, etc. This has grown over the decade, which has led to its highest share of 38.02% in the region in 2017. The animal feed manufacturers in the have been offering a range of probiotics to ranchers and feedlot operators with a claim that they can replace antibiotics which is also one the major factor to the growth of probiotics market in the country

In Europe due to the prevalence of obesity, lactose intolerance, and the aging population, the demand for functional foods and beverages has registered a substantial growth of the years. The sales through supermarkets/hypermarkets are strongly augmenting the overall sales of probiotics in various countries such as Russia, Germany, Spain, and others. The increasing consumer awareness about the nutritional benefits of probiotics especially among the lactose intolerance consumers is adding to the strong growth in the market. Due to the growing demand for probiotics in the region, the supermarkets such as Sainsbury's are providing probiotics under their own private labeled so as to cater to the growing demand among the consumers in the region