The higher interest of middle-aged adults in maintaining digestive health is one of the major drivers that is enhancing the growth of the probiotics market in the United States. In the United States, health practitioners and gastroenterologists have been recommending probiotics to improve digestive health, which has boosted the growth of the probiotic supplement segment in the country. The use of probiotic supplement for vaginal health has increased significantly in the past few years. Some of the popular brands in this segment are Renew Life’s ultimate flora vaginal support, Garden of Life’s raw probiotic vaginal care and Jarrow’s fem dophilus and church. Probiotic food products, such as yogurt and naturally healthy sour milk products, like Kefir and Kombucha, have also recorded strong growth in the country.

The market for functional beverage is increasing very rapidly, as consumers are paying more attention to health and well-being. In North American, beverages are no longer viewed solely as a quick refreshment. However, they have become more convenient nutrient and food supplement products. The region is strongly influenced by consumer focus on gut health augmenting the probiotic drinks market. Functional drink companies are marketing various probiotic drinks by emphasizing on their good health benefits, greater accessibility, and the availability of multiple flavors. The consumer segments driving the growth of the market include ageing consumers looking for vitality, millennials who are willing to try new products with wellness benefits, and busy consumers seeking for ‘quick health’.