A Guide to Probiotics Market Trends and Opportunities
North America Probiotic Market Snapshot
With one in four U.S. consumers reporting digestive health issues on an “almost daily” basis, gut health has become a top health concern.3 Demand for digestive-related products in North America is growing, and food and beverage producers are responding by aggressively launching products that offer positive digestive health benefits.
Market Stats:
- The U.S. market for digestive products grew 12% between 2012 and 2017.4
- In Canada, foods and beverages fortified with probiotics are expected to grow at a CAGR of 6.6% through 2022.5
Latin America Probiotic Market Snapshot
In Latin America the expanding middle class and diet are influencing the digestive health market. Like most growing economic regions, an expanding middle class with more disposable income, combined with unhealthy eating habits, has been a major driver in the growth of digestive product sales.
Market Stats:
- Brazil and Mexico account for 70% of regional probiotic market growth in Latin America.6
- Brazil forms the largest and fastest-growing regional market for probiotics in Latin America with a forecast CAGR of about 11% through 2022.7
- Dietary supplements and functional foods and beverages are the two largest segments and are also projected to grow quickly.8
Asia Pacific Probiotic Market Snapshot
Japan holds the distinction of being the “country of origin” for probiotics, first brought to market in 1930, so it’s no surprise that Asia is the largest market for probiotic foods and beverages. China, however, leads the way.
Market Stats:
- China holds an estimated 35% of Asia Pacific probiotic market, helping drive the region’s estimated 8.5% CAGR through 2022.9
- Opportunities for probiotic fortified food and beverages with digestive health benefits are driven by increased interests in key consumer groups including an expanding population aged 60 and older, as well as families with children.
Europe Probiotic Market Snapshot
In Europe, harsher regulations make it more difficult to bring probiotic products to the market. That’s because the European Food Safety Authority (EFSA) has banned the use of the word “probiotics” from appearing on any product, as the definition of probiotics is seen to be a health claim in and of itself: “Live microorganisms which when administered in adequate amounts confer a health benefit on the host.” While regulations may impact product innovations from a regulatory perspective, consumer demand and overall interest in probiotics for digestive health remains strong.
Market Stats:
- Europe, the second-largest food and beverage probiotic market (behind APAC), is expected to show moderate gains, posting a 3.5% CAGR through 2022.8
- Europe is second to the Asia Pacific region in the number of foods and beverages launched over the past year with a digestive health claim.9
A More Proactive Consumer Turns to Nutrition
With nutrition in mind, consumers are turning to foods and beverages to proactively support their digestive health and and overall wellness.
Go Beyond Traditional Applications
Opportunity for innovation comes from understanding the product format consumers are most interested in. So perhaps the most important trend is the growing demand for probiotics beyond the traditional categories. Our proprietary consumer research asked consumers if they would be interested in purchasing products across various categories that contained ingredients that promoted digestive health.
It’s probably unsurprising that yogurt and yogurt-based drinks emerged as the most popular option at 48%. Yet, digestive health market trends are showing significant interest in less traditional categories.15
The proprietary consumer research asked consumers if they would be interested in purchasing products across various categories that contained ingredients that promoted digestive health.
Globally, the top digestive health food and beverage categories included:
