US Probiotics Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Report Covers Probiotics Manufacturers in USA and the Market is Segmented by Type (Probiotic Food (Yogurt, Bakery and Breakfast Cereals, Baby Food and Infant Formula, Confectionery, and Other Products); by Probiotic Drinks (Fruit-Based Probiotic Drinks, Dairy-Based Probiotic Drinks, and Other Probiotic Drinks); by Dietary Supplements and Animal Feed); and by Distribution Channel (Supermarket/Hypermarket, Pharmacies, and Drug Stores, Convenience Stores, Online Channels, and Other Distribution Channels). The market size and forecasts are provided in terms of value (USD million) for the above segments.

US Probiotics Market Size

Single User License


Team License


Corporate License


Book before:
View Global Report
United States Probiotics Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
Forecast Data Period 2024 - 2029
Historical Data Period 2019 - 2022
CAGR 13.50 %
Market Concentration Low

Major Players

United States 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 its growth?

Single User License


Team License


Corporate License


Book before:

US Probiotics Market Analysis

The United States probiotics market is projected to register a CAGR of 13.5% during the forecast period (2022-2027).

The COVID-19 pandemic has had a greater impact on the shift in consumption patterns of consumers as their health consciousness among them has increased. Consumers in the US started to avoid junk or processed foods and look for health-beneficial and nutritive foods and products. The sales of probiotic products in the US increased by 33% since the pandemic, as the consumers are inclined toward nutrient boosters to improve their immunity. Since then, the demand for probiotic products in the US has increased drastically. As all age groups are vulnerable to the virus, manufacturers are designing probiotic products that can have effective results for every individual.

Over the medium term, increasing health consciousness and the consumers' preference for nutritive foods are expected to drive the market. Probiotics are a driving force within the booming digestive health supplement category, and they are being consumed by people of all age groups. However, the major consumption is observed among the millennials, due to the growing awareness about health and wellness through multi-channel publicity, which has influenced their consumption pattern to a large extent.

The healthcare expenditure pattern in the country is rising with the growing geriatric population, advanced technology, better medical facilities, and a rise in the number of insured people. These factors are, in turn, driving the overall sale of probiotics in the country.However, high R&D costs for developing new probiotic strains, high initial investments, and high prices of the products are expected to slow down the markets growth.

US Probiotics Market Trends

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

Increased Demand For Probiotic Yogurt

Probiotics are linked to a host of health benefits, from improving skin to weight loss. In addition, yogurt is the first food that comes to consumers' minds as a food product super-rich in probiotics, thereby, catering to the market studied. Protein-rich Greek yogurt boosted with probiotics also contributes to the market studied. Therefore, manufacturers, such as Fage, are producing quality product to supply additional benefits to the consumers. Additionally, the growing trend of veganism has insisted on the demand for dairy-free probiotic yogurts, hence, the key players in the market are launching a wide range of dairy-free probiotic yogurts sourced from almond milk, soy milk, oat milk, and others.

United States Probiotic Market- Yogurt Sales in USD billion, United States, 2017-2021

Supermarket/Hypermarket Holds Greatest Share in the Sales of Probiotics

Supermarket and hypermarkets are constantly expanding their product offerings, resulting in fierce competition to differentiate these products on their shelves. As a result, the manufacturers are trying to reposition their products as a premium in-store product, thereby, catering to special consumer needs, targeting a specific group of consumers. Supermarket aisles are blooming with foods and beverages with labels declaring 'probiotics' on them for
consumer demand for favorable bacteria, as they link good digestive and immune
health to probiotics. A strong competition modeled by probiotic food and beverages, such as probiotic drinks, yogurt, and bars, among others in the supermarkets, has intensified the sales of the market studied.

Probiotics Market - Market Share (%), By Distribution Channel, United States, 2021

US Probiotics Industry Overview

The US probiotics market is highly competitive and fragmented with the presence of numerous players. The major players are focusing on expansion, new product launches, mergers and acquisitions, and partnerships, along with new product developments, as strategic approaches to boost their brand presence among consumers. Expenditure on research and development has been increasing as the market has the potential to evolve and emerge with healthier products. Greek yogurt manufacturer Chobani has played a key role in the US probiotic yogurt market recently, as they found out the right approach to satisfy the American consumers' taste with their products at the right time. The key players in the market are Chobani, Yoplait, Oikos, Danone, Now Foods, PepsiCo, and Lifeway Foods Inc., among others.

US Probiotics Market Leaders

  1. Danone

  2. PepsiCo

  3. Now Foods

  4. Yakult Honsha Co. Ltd

  5. Lifeway Foods Inc.

*Disclaimer: Major Players sorted in no particular order

United States Probiotics Market Concentration
Need More Details on Market Players and Competitors?
Download PDF

US Probiotics Market News

  • In March 2022, Danone launched a multi-benefit drinkable probiotic yogurt product called 'Activia+'. These drinks are available in 3 flavors and the company claims this drink to be an excellent source of vitamin C, vitamin D, and zinc to support the immune system.
  • In July 2021, PepsiCo has launched a ready-to-drink (RTD) fermented KeVita Prebiotic Shots in the US with three different flavors like Beet lemon, Blueberry Mint, and Turmeric Ginger.
  • In August 2021, Lifeway Foods, Inc. the leading U.S. supplier of kefir and fermented probiotic products has announced its intention to acquire certain assets of privately-held, California-based GlenOaks Farms, Inc., which was founded in 1984 and a pioneering in drinkable yogurt.

US 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 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 Type

      1. 5.1.1 Probiotic Food

        1. Yogurt

        2. Bakery and Breakfast Cereals

        3. Baby Food and Infant Formula

        4. Confectionery

        5. Other Types

      2. 5.1.2 Probiotic Drinks

        1. Fruit-based Probiotic Drinks

        2. Dairy-based Probiotic Drinks

        3. Other Probiotic Drinks

      3. 5.1.3 Dietary Supplements

      4. 5.1.4 Others

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarket/Hypermarket

      2. 5.2.2 Pharmacies and Drug Stores

      3. 5.2.3 Convenience Stores

      4. 5.2.4 Online Channels

      5. 5.2.5 Other Distribution Channels


    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 Danone

      2. 6.4.2 PepsiCo

      3. 6.4.3 TruBiotics

      4. 6.4.4 General Mills

      5. 6.4.5 Now Foods

      6. 6.4.6 Chobani

      7. 6.4.7 Lifeway Foods Inc.

      8. 6.4.8 BioGaia

      9. 6.4.9 Global Healing

      10. 6.4.10 Yakult Honsha Co. Ltd

    5. *List Not Exhaustive


**Subject to Availability
You Can Purchase Parts Of This Report. Check Out Prices For Specific Sections
Get Price Break-up Now

US Probiotics Industry Segmentation

Probiotics are live microorganisms that provide health benefits when consumed, generally by improving or restoring gut health. The US probiotics market is segmented by type that includes probiotic food, probiotic drinks, dietary supplements, and animal feed. The probiotic food section is further divided into yogurt, bakery and breakfast cereals, baby food and infant formula, confectionery, and other products. The probiotic drinks segment is further classified into fruit-based probiotic drinks, dairy-based probiotic drinks, and other probiotic drinks. Based on the distribution channel, the market is divided into supermarkets/hypermarkets, pharmacies and drug stores, convenience stores, online channels, and other distribution channels. The report offers market size and forecasts in value (USD million) for the above segments.

By Type
Probiotic Food
Bakery and Breakfast Cereals
Baby Food and Infant Formula
Other Types
Probiotic Drinks
Fruit-based Probiotic Drinks
Dairy-based Probiotic Drinks
Other Probiotic Drinks
Dietary Supplements
By Distribution Channel
Pharmacies and Drug Stores
Convenience Stores
Online Channels
Other Distribution Channels
Need A Different Region Or Segment?
Customize Now

US Probiotics Market Research FAQs

The United States Probiotics Market is projected to register a CAGR of 13.5% during the forecast period (2024-2029)

Danone, PepsiCo, Now Foods, Yakult Honsha Co. Ltd and Lifeway Foods Inc. are the major companies operating in the United States Probiotics Market.

The report covers the United States Probiotics Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the United States Probiotics Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

US Probiotics Industry Report

Statistics for the 2024 US Probiotics market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. US Probiotics analysis includes a market forecast outlook to 2029 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!

US Probiotics Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)