Probiotics Market - Growth, Trends, and Forecasts (2023 - 2028)

The Probiotics Market is Segmented by Product Type (Probiotic Foods, Probiotic Drinks, Dietary Supplements, and Animal Feed), Distribution Channel (Supermarkets/Hypermarkets, Pharmacies and Health Stores, Convenience Stores, Online Retail Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The report offers market size and values in (USD million) for the abovementioned segments.

Probiotics Market Size

Probiotics Market Summary
Study Period: 2018 - 2028
Fastest Growing Market: Asia-Pacific
Largest Market: North America
CAGR: 8.1 %

Major Players

Probiotics Market Major Players

*Disclaimer: Major Players sorted in no particular order


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

Probiotics Market Analysis

The probiotics market is projected to register a CAGR of 8.1% during the forecast period.

During the COVID-19 pandemic, people were looking for food products that give more benefits in less quantity and improve their immune systems. Probiotics have plenty of benefits for all age groups, due to which the market witnessed a surge in demand for immunity-boosting products. The market is witnessing significant product launches to cater to the growing demand.​ In Asia-Pacific, India witnessed the launch of the highest number of new food, drinks, and supplements with immunity-boosting claims in the last five months. The market players are expanding their product portfolios in different countries. For instance, in September 2022, Nestle Garden of Life launched its first probiotic product in China, which can be used in infant foods as well. ​

The increasing consumer preference for natural products is a major factor influencing the market's growth. Consumers' growing requirements for preventive healthcare and the effectiveness of probiotic bacteria on health are driving the market expansion. The demand for probiotics has increased due to an increase in the consumption of functional foods, which, in addition to providing basic nutrition, can also improve health. The majority of people suffer from obesity, digestive issues, gastrointestinal infections, vaginal infections, and other ailments. Therefore, market players are developing probiotic products to aid in the treatment of such diseases. In the probiotics market, the impact of the surging health concerns is moderate, but it is expected to grow in the near future.

The probiotics market is driven by robust demand for health-based products among consumers, especially from the younger generation. Probiotics are a part of functional foods and beverages. They are known for improving gut functionality and other benefits, such as boosting immunity. There is no clear distinction between probiotics-based pharmaceuticals and food products, with variations across different countries. Thus, the complexity in the regulatory, legislative, and technological aspects is serving as a major hurdle for the market's growth.

Probiotics Industry Segmentation

Probiotics are a combination of beneficial bacteria and yeasts that help humans and animals maintain intestinal microbial balance. The probiotics market is segmented by type into probiotic foods, probiotic drinks, dietary supplements, and animal feeds. Probiotic food is further sub-segmented into yogurt, bakery/breakfast cereals, baby food and infant formula, and other probiotic foods. Probiotic drinks have been further classified into fruit-based probiotic drinks and dairy-based probiotic drinks. By distribution channel, the market is segmented into supermarkets/hypermarkets, pharmacies and health stores, convenience stores, online retail stores, and other distribution channels. The study also involves an analysis of the main regions, including North America, Europe, Asia-Pacific, South America, and Middle-East and Africa. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

Probiotic Foods
Bakery/Breakfast Cereals
Baby Food and Infant Formula
Other Probiotic Foods
Probiotic Drinks
Fruit-based Probiotic Drinks
Dairy-based Probiotic Drinks
Dietary Supplements
Animal Feeds/Foods
Distribution Channel
Pharmacies and Health Stores
Convenience Stores
Online Retail Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
South Africa
Saudi Arabia
Rest of Middle-East and Africa

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Probiotics Market Trends

This section covers the major market trends shaping the Probiotics Market according to our research experts:

Increasing Health Consciousness Among Millennials

Probiotics are a driving force within the booming digestive health supplement category, and their consumption is rising among people of all age groups. However, the major consumption is observed among millennials due to their growing awareness of health and wellness through multi-channel publicity campaigns, which influence their consumption patterns to a large extent. Probiotic supplements represent the largest condition-specific category for mass-market retail sales in the United States, and it is the second-fastest-growing condition-specific supplement category. This trend shows the increasing awareness among people regarding the benefits of probiotic supplements. The millennials, being technologically advanced, update themselves with facts related to health and, thereby, try to improve their routines and food habits accordingly. This trend is boosting the demand for probiotic supplements and is expected to drive the market for probiotics across the world in the near future.

Probiotic Market: Sales Share (%), of Probiotic Products in The Health Functional Food Market, South Korea, 2018 - 2021

Asia-Pacific Emerging as the Market Leader

The Asia-Pacific probiotics market is driven by increasing awareness and interest in new technology, media coverage, and consumer demand. The growing awareness about probiotics in China and India is expected to further boost the market's growth in the region. In China, the inclusion of probiotics in the infant formula segment has been experiencing huge demand, which is likely to increase further in the coming years. The market has witnessed significant growth due to a rise in the aging population and a growing understanding of the importance of preventive health, along with several studies showing the benefits of these products on immunity, cognitive health, and skincare. The innovations in retail chains with new formulations help differentiate the brands and their corresponding products. These factors, along with a high proportion of health-conscious consumers in the region, are anticipated to drive the market's growth in Asia-Pacific.

Probiotics Market : Market Size (%), By Region, Global, 2021

Probiotics Industry Overview

The market is highly competitive, with the presence of key players such as Nestle SA, Danone SA, PepsiCo Inc., Lifeway Foods Inc., and Yakult Honsha Co. Ltd. The sustainable competitive advantage through product differentiation is high, and manufacturers are increasingly introducing product innovations in terms of ingredients, price, and functionalities, leading to a high degree of competition in the market. These companies are also increasing their investments in R&D. Companies are also focusing on developing products with enhanced functionalities according to consumer preferences to expand their presence and maintain their market positions.

Probiotics Market Leaders

  1. Nestle S.A.

  2. Groupe Danone

  3. PepsiCo Inc. (Kevita)

  4. Yakult Honsha Co. Ltd

  5. Lifeway Foods Inc.

*Disclaimer: Major Players sorted in no particular order

Probiotics Market Concentration

Probiotics Market News

  • JUL 2022: BioGaia launched a new product BioGaia Pharax, a probiotic product to support children's respiratory health, in the UK market.
  • NOV 2021: BioGaia launched its entire probiotic products portfolio in the United Kingdom to expand its B2C market.
  • OCT 2021: Danone India expanded its nutritional portfolio by launching AptaGrow, a probiotic, DHA, and vitamin A, C, and D-rich health drink. ​

Probiotics 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 Industry Attractiveness - 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 Type

      1. 5.1.1 Probiotic Foods

        1. Yogurt

        2. Bakery/Breakfast Cereals

        3. Baby Food and Infant Formula

        4. Other Probiotic Foods

      2. 5.1.2 Probiotic Drinks

        1. Fruit-based Probiotic Drinks

        2. Dairy-based Probiotic Drinks

      3. 5.1.3 Dietary Supplements

      4. 5.1.4 Animal Feeds/Foods

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Pharmacies and Health Stores

      3. 5.2.3 Convenience Stores

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle-East and Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle-East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 PepsiCo Inc.

      2. 6.4.2 Nestle SA

      3. 6.4.3 Danone SA

      4. 6.4.4 Yakult Honsha Co. Ltd

      5. 6.4.5 Now Foods

      6. 6.4.6 BioGaia

      7. 6.4.7 Reckitt Benckiser LLC

      8. 6.4.8 Morinaga Milk Industry Co. Ltd ​

      9. 6.4.9 Amway Corp​.

      10. 6.4.10 Lifeway Foods Inc.

    5. *List Not Exhaustive

**Subject to Availability
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Probiotics Market Research FAQs

The Probiotics Market is studied from 2018 - 2028.

The Probiotics Market is growing at a CAGR of 8.1% over the next 5 years.

Asia-Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2021.

Nestle S.A., Groupe Danone, PepsiCo Inc. (Kevita), Yakult Honsha Co. Ltd, Lifeway Foods Inc. are the major companies operating in Probiotics Market.

Probiotics Industry Report

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

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