US Probiotics Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The United States Probiotics Market is Segmented by Product Type (Probiotic Foods, Probiotic Drinks, and Dietary Supplements), and Distribution Channels (Supermarkets/Hypermarkets, Pharmacies/Health Stores, Convenience Stores, Online Retail Stores, and Other Distribution Channels). The Market Forecasts are Provided in Terms of Value (USD).

United States Probiotics Market Size and Share

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United States Probiotics Market Analysis by Mordor Intelligence

The United States probiotic products market reached USD 6.29 billion in 2025 and is projected to grow at a compound annual growth rate (CAGR) of 6.77% through 2030, reaching USD 8.72 billion by the forecast period (2025-2030). Over the medium term, increasing health consciousness and the consumers' preference for nutritious 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.

Key Report Takeaways

  • By product type, probiotic foods held 57.45% of the probiotic products market share in 2024, while probiotic drinks are poised to register the fastest 8.43% CAGR from 2025-2030.
  • By distribution channel, supermarkets/hypermarkets captured 43.56% of the probiotic products market share in 2024; online retail stores are projected to expand at a 6.87% CAGR through 2030.

Segment Analysis

By Product Type: Probiotic Foods Dominate While Drinks Accelerate Innovation

Probiotic Foods held a 57.45% market share in 2024, primarily due to consumer familiarity with yogurt-based products and robust dairy industry infrastructure supporting production and distribution. The segment's strength comes from yogurt's fermentation process, which provides optimal conditions for probiotic survival, supported by established cold-chain logistics. In addition, bakery products and breakfast cereals present new opportunities within this segment, using microencapsulation technology to protect probiotics during production while offering functional benefits in common food formats. Baby food and infant formula segments command premium prices as parents prioritize children's health, though Food and Drug Administration data from 2025 indicates regulatory requirements create development barriers.

While food products lead the market, probiotic drinks show the highest growth potential with an 8.43% CAGR projected through 2030, driven by convenience and innovative formulations targeting younger consumers. Kombucha and fermented tea products in the "Others" category demonstrate significant growth, combining traditional fermentation with modern flavoring and packaging that attracts health-conscious millennials and Gen Z consumers. The drinks segment's expansion aligns with beverage industry trends toward functional hydration and portable consumption, establishing probiotics as lifestyle products.

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Note: Segment shares of all individual segments will be available upon report purchase

By Distribution Channel: Traditional Retail Leads While Digital Channels Transform Access

Supermarkets/hypermarkets hold a dominant 43.56% market share in 2024. Their success stems from extensive refrigerated display space and consumer preferences for examining health products in person. These retail formats enable effective cross-merchandising of probiotics with complementary items such as yogurt and organic foods. However, they face challenges from limited shelf space and inventory management priorities that favor fast-moving products over specialized probiotic items with slower sales cycles. While pharmacies and health stores offer valuable healthcare professional guidance and product expertise, their limited locations restrict broader market reach.

Online retail stores show the highest growth rate with a 6.87% CAGR through 2030. This growth is supported by subscription services that promote regular product consumption and direct consumer relationships, enabling personalized nutrition solutions. E-commerce platforms effectively deliver educational content about probiotic benefits, while user reviews provide valuable consumer validation. The online channel particularly resonates with younger consumers who conduct thorough product research and value home delivery for regular supplement purchases. Convenience stores serve immediate purchase needs but face limitations in product range due to restricted refrigeration capacity, primarily offering shelf-stable options that may have reduced bacterial viability compared to refrigerated products.

US Probiotics Market
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Note: Segment shares of all individual segments will be available upon report purchase

Geography Analysis

The United States demonstrates increasing adoption of probiotic supplements, with the Council for Responsible Nutrition reporting that 74% of Americans used dietary supplements, including probiotic supplements, in 2023 [3]Source: Council for Responsible Nutrition, "Dietary Supplements Usage in the U.S.", crnusa.org. This trend indicates the integration of probiotic supplementation into daily wellness protocols. Consumer understanding of strain-specific benefits has increased, resulting in selective probiotic utilization for distinct health objectives. The acceptance of premium pricing for clinically validated products has created an environment conducive to continuous market growth and product development. 

Owing to the rising demand, the market players are launching new and innovative probiotic products in the market. For instance, in March 2023, Dairy Farmers of America and Good Culture introduced probiotic milk to the market. The Good Culture Probiotic Milk combined lactose-free milk with a patented probiotic that supported digestive and immune system health. The product came in whole and 2% reduced-fat varieties with extended shelf life (ESL). Each 12-fluid-ounce serving contained 1 billion probiotic cultures and provided vitamins A and D.

The market infrastructure in the United States features an extensive network of specialized health food stores and pharmacy chains equipped with dedicated probiotic sections. These retail establishments maintain proper refrigerated storage facilities to ensure product efficacy and quality. E-commerce has emerged as the fastest-growing distribution channel, particularly benefiting consumers in rural areas. Online platforms provide access to specialty health products that may be unavailable through traditional local retail outlets.

Competitive Landscape

The United States probiotic products market demonstrates moderate consolidation. The market comprises established food and pharmaceutical companies, specialized probiotic manufacturers, and biotechnology firms. Major players in the market include Danone SA, Nestle SA, BioGaia, Yakult Honsha, and Now Foods. Market leaders maintain their position through extensive distribution networks and brand recognition, while smaller companies focus on strain innovation, targeted health claims, and direct-to-consumer marketing approaches. Companies implement vertical integration strategies to control fermentation, manufacturing, and distribution processes, ensuring product quality and bacterial viability. 

The industry's technological focus centers on microencapsulation techniques to enhance shelf life and bacterial survival rates, with companies developing proprietary coating technologies to gain competitive advantages. The market presents opportunities in personalized nutrition, where companies integrate microbiome testing with customized probiotic formulations to address individual bacterial profiles. 

Biotechnology companies are developing next-generation probiotics using genetically modified organisms and postbiotic products that deliver bacterial metabolites without live organisms. These innovations address regulatory and stability challenges in current probiotic applications. Companies are expanding into new delivery formats, including probiotic-infused beauty products and pet health applications, broadening the market beyond human consumption.

United States Probiotics Industry Leaders

  1. Danone SA

  2. Yakult Honsha

  3. Nestle SA

  4. Now Foods

  5. BioGaia AB

  6. *Disclaimer: Major Players sorted in no particular order
United States Probiotics Market Concentration
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Recent Industry Developments

  • May 2025: Florastor expanded its product portfolio with two new products: Her Florastor Digest + De-Stress Probiotics and Digest + Metabolic Support Gummy. The Her Florastor Digest + De-Stress probiotic supplement integrated digestive and vaginal support with L-theanine to address stress management without causing drowsiness.
  • March 2025: Nature Made, the largest vitamin and supplement manufacturer in the United States, launched a new product line of probiotic, prebiotic, and fiber supplements for digestive health and wellness requirements. The product portfolio included Nature Made Probiotic + Prebiotic Fiber Gummies and Nature Made Probiotics 1 Billion CFU Capsules.
  • September 2024: ZBiotics, a biotechnology company that developed genetically engineered probiotics, announced the launch of its Sugar-to-Fiber Probiotic Drink Mix. This was the company's second product, following its Pre-Alcohol Probiotic Drink, which was engineered to break down specific alcohol byproducts.
  • June 2024: Nestle SA launched an infant formula containing probiotic bacteria that supported immune health. The formula helped maintain balanced gut microflora in children and contained DHA.

Table of Contents for United States Probiotics Industry Report

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Preventive Healthcare Trends Encourage Regular Probiotic Supplementation
    • 4.2.2 Growing Understanding of Gut Health Benefits Drives Increased Probiotic Consumption
    • 4.2.3 Development Of Dairy-Free and Vegan Probiotic Options Expands Consumer Reach
    • 4.2.4 Recognition Of Probiotics' Immune System Benefits Strengthens Market Demand
    • 4.2.5 E-Commerce Growth Improves Access to Premium Probiotic Products
    • 4.2.6 Rising Demand for Functional and Fermented Foods Increases Probiotic Consumption
  • 4.3 Market Restraints
    • 4.3.1 Consumer Shift Toward Natural and Fresh Food Alternatives
    • 4.3.2 Inconsistent Labeling Standards Affecting Market Transparency
    • 4.3.3 Technical Limitations in Probiotic Preservation and Formulation Hinders Growth
    • 4.3.4 Regional Regulatory Barriers Delaying New Product Introductions
  • 4.4 Regulatory Outlook
  • 4.5 Technology Outlook
  • 4.6 Porter’s Five Forces Analysis
    • 4.6.1 Threat of New Entrants
    • 4.6.2 Bargaining Power of Buyers
    • 4.6.3 Bargaining Power of Suppliers
    • 4.6.4 Threat of Substitute Products
    • 4.6.5 Intensity of Competitive Rivalry

5. MARKET SIZE AND GROWTH FORECASTS (VALUE, USD)

  • 5.1 By Product Type
    • 5.1.1 Probiotic Foods
    • 5.1.1.1 Yogurt
    • 5.1.1.2 Bakery/Breakfast Cereals
    • 5.1.1.3 Baby Food and Infant Formula
    • 5.1.1.4 Other Probiotic Foods
    • 5.1.2 Probiotic Drinks
    • 5.1.2.1 Dairy-based Drinks
    • 5.1.2.2 Fruit/Plant-based Drinks
    • 5.1.2.3 Others (Kombucha and Fermented Tea)
    • 5.1.3 Dietary Supplements
    • 5.1.3.1 Capsules
    • 5.1.3.2 Tablets
    • 5.1.3.3 Powders
    • 5.1.3.4 Gummies
    • 5.1.3.5 Others
  • 5.2 By Distribution Channel
    • 5.2.1 Supermarkets/Hypermarkets
    • 5.2.2 Pharmacies/Health Stores
    • 5.2.3 Convenience Stores
    • 5.2.4 Online Retail Stores
    • 5.2.5 Other Distribution Channels

6. COMPETITIVE LANDSCAPE

  • 6.1 Market Concentration
  • 6.2 Strategic Moves
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share for key companies, Products and Services, and Recent Developments)
    • 6.4.1 Danone SA
    • 6.4.2 Chobani LLC
    • 6.4.3 General Mills Inc.
    • 6.4.4 PepsiCo Inc. (KeVita)
    • 6.4.5 Now Foods
    • 6.4.6 Yakult Honsha
    • 6.4.7 BioGaia AB
    • 6.4.8 Lifeway Foods, Inc.
    • 6.4.9 Nestlé SA
    • 6.4.10 Procter & Gamble Company
    • 6.4.11 i-Health (Culturelle)
    • 6.4.12 Suja Life
    • 6.4.13 Wren Laboratories Ltd.
    • 6.4.14 Groupe Lactalis S.A.
    • 6.4.15 Seven Turns Private Limited (The Good Bug)
    • 6.4.16 Culture Pop
    • 6.4.17 Nature's Garden
    • 6.4.18 Nutritionalab Private Limited
    • 6.4.19 Vlado Sky Enterprise Pvt Ltd
    • 6.4.20 Hero Group

7. MARKET OPPORTUNITIES AND FUTURE OUTLOOK

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United States Probiotics Market Report Scope

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 Product Type Probiotic Foods Yogurt
Bakery/Breakfast Cereals
Baby Food and Infant Formula
Other Probiotic Foods
Probiotic Drinks Dairy-based Drinks
Fruit/Plant-based Drinks
Others (Kombucha and Fermented Tea)
Dietary Supplements Capsules
Tablets
Powders
Gummies
Others
By Distribution Channel Supermarkets/Hypermarkets
Pharmacies/Health Stores
Convenience Stores
Online Retail Stores
Other Distribution Channels
By Product Type
Probiotic Foods Yogurt
Bakery/Breakfast Cereals
Baby Food and Infant Formula
Other Probiotic Foods
Probiotic Drinks Dairy-based Drinks
Fruit/Plant-based Drinks
Others (Kombucha and Fermented Tea)
Dietary Supplements Capsules
Tablets
Powders
Gummies
Others
By Distribution Channel
Supermarkets/Hypermarkets
Pharmacies/Health Stores
Convenience Stores
Online Retail Stores
Other Distribution Channels
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Key Questions Answered in the Report

How big is the United States probiotic products market in 2025?

The United States probiotic products market size is USD 6.29 billion in 2025 and is set to reach USD 8.72 billion by 2030 at a 6.77% CAGR.

Which product type accounts for the largest revenue?

Probiotic foods lead with 57.45% of the United States probiotic products market share in 2024, owing to established yogurt consumption and dairy supply chains.

What is the fastest-growing category?

Probiotic drinks are forecast to expand at an 8.43% CAGR through 2030, driven by on-the-go lifestyles and innovative plant-based formulations.

Which sales channel is growing quickest?

Online retail stores are projected to post a 6.87% CAGR, fueled by subscription models, microbiome personalization, and cold-chain logistics.

United States Probiotics Market Report Snapshots