Analyzing the Increasing Demand for Probiotics

October 2022

The probiotics and microbiome segment largely occupy the nutraceutical industry. When we talk about probiotics, it means the good bacteria that help keep our bodies healthy. The probiotics market share has seen significant growth in the past as the research around it has seen an increased success rate when observing the practical health benefits in conditions such as IBS, leaky gut, and autoimmune deficiency.

The probiotics market has seen expansion beyond supplements. It is also used in kombucha, derma products (skincare), and probiotic juice ranges. The COVID-19 pandemic created a vast probiotic market of preventative healthcare measures. Consumers are now more aware of the benefits of using probiotics as precautionary healthcare.

Consumer Viewpoint

Recent data from Lumina Intelligence in June 2021 (5024 products and 48 million customer reviews online) suggests that the probiotics market has seen growth in areas including enterocolitis, oncology, and fertility. The data collected by Lumina recorded 40 different probiotic species and 42 different delivery technologies, creating a vast probiotic market share and various opportunities for suppliers and manufacturers. 

Consumer responses are the key to measuring any product's success and forecasting market trends. When it comes to the probiotics market, consumer opinion and responses become crucial. These opinions become a great tool to analyze the further expansion of probiotic market share and future trends. According to the study, specific trends show that explicit directions seem to differ in different countries and regions. These trends are straightforward to clean label and free form in the Probiotics supplements, kombucha, juice, and derma markets. For example, in the US, 18% of products are sugar-free, but in countries such as Russia, Italy, and Poland, no sugar-free products were captured.

The data from Lumina mentioned that Probiotics’ primary untapped market would be skin health and women’s health segment. The study suggests that probiotics are now effectively used for women’s health benefits, including digestion, gut flora, wellness, and immunity.

Choice Differences Amongst Regions

In-depth probiotic market analysis can also tell us much about scientific drivers, such as specific strains or delivery systems. It also helps in identifying the industry differences between several regions and countries. Australia’s most popular probiotic strain, Bifibacterium animals lactis, appears in 17% of Probiotics products surveyed in the country. Japan’s most popular, Enterococcus faecium, occurs in 11% of products on the market. This emphasizes the importance of inspecting country-specific markets, and new products would target and examine the influence of successful outcomes in these markets. The presence of well-researched, need-particular delivery technology also varies from country to country. For example, almost 25% of reviews on products with BIO-tract delivery technology were from the UK, where the probiotic market share is relatively low compared to many other countries.


As stated above, consumer sentiments can be a significant tracker for emerging trends, be it a clean label, health sector, or population specific. With this information and probiotic market trend specifications, the collected data helps businesses identify a particular population’s strong responses and curate products that meet market needs. With the boom of personalization in all product ranges, it is an attractive and essential way to appeal to consumers; manufacturers and suppliers can identify opportunities within specific populations.

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