Global Probiotics Supplements Market - Focused Insights 2024-2029

PROBIOTIC SUPPLEMENTS MARKET SIZE

The global probiotic supplements market was valued at USD 12.02 billion in 2023 and is projected to reach USD 17.50 billion by 2029, growing at a CAGR of 6.46% during the forecast period. The market has witnessed significant growth in recent years, driven by increasing consumer awareness of the health benefits associated with probiotics, such as improved gut health, enhanced immune function, and overall wellness. The growing trend of preventive healthcare and self-medication has led consumers to seek natural solutions for various health concerns, boosting demand for probiotic supplements.

MARKET TRENDS & DRIVERS

Increased Focus on Digestive & Gut Health

The increased focus on digestive and gut health is a key trend driving the growth of the probiotic supplements market. Consumers are becoming more aware of the critical role gut health plays in overall wellness, influencing not only digestion but also immunity, mental health, and skin health. This heightened awareness has spurred a growing demand for probiotic supplements, known for their ability to support and restore a healthy gut microbiota. The rise in gastrointestinal conditions like irritable bowel syndrome (IBS), constipation, diarrhea, acid reflux, and food intolerances exacerbated by poor diets, stress, and sedentary lifestyles has further fueled the need for probiotic solutions. Additionally, the recognition that nearly 70% of the immune system resides in the gut has underscored the importance of a healthy microbiome in strengthening immune responses. Probiotics help in enhancing immune function, leading to a surge in the use of probiotic supplements as part of preventive health strategies aimed at reducing the risk of infections and illnesses. Brands in the probiotic space are leveraging this growing awareness of the gut microbiome by highlighting the scientific benefits of specific probiotic strains, such as Lactobacillus and Bifidobacterium. This focus on digestive wellness continues to expand the market as more consumers integrate probiotics into their daily health regimens.

Increasing Preference of Natural & Organic Supplements

The increasing preference for natural and organic supplements is a significant factor driving growth in the probiotic supplements market. Consumers are becoming more health-conscious and are seeking out products that align with their values around natural ingredients, sustainability, and clean-label formulations. Consumers are more informed than ever before about the potential health risks associated with synthetic additives, preservatives, and genetically modified organisms (GMOs) in food and supplements. This has led to a growing demand for clean-label products those that contain natural, minimally processed ingredients with no artificial additives or fillers. The rise of plant-based diets and the growing number of consumers adopting vegan or vegetarian lifestyles have contributed significantly to the demand for natural and plant-based probiotics. Consumers are looking for probiotic supplements that are not only free from animal-derived ingredients but also made with natural, plant-based sources. With the increasing prevalence of food allergies and intolerances, more consumers are looking for supplements that are free from common allergens such as gluten, soy, dairy, and artificial additives. Natural and organic probiotic supplements typically avoid such allergens, making them safer and more appealing to consumers. Garden of Life is a leading brand in organic supplements, offering USDA Organic and Non-GMO Project Verified probiotics.

INDUSTRY RESTRAINTS

Competition From Functional Foods and Beverages

Competition from functional foods and beverages is a significant challenge for the growth of the probiotic supplements market. This competition arises because functional foods and beverages that are fortified with probiotics and other health-enhancing ingredients offer consumers a more convenient and often appealing alternative to traditional probiotic supplements. One of the major reasons for the shift in consumer preference from probiotic supplements to functional foods and beverages is convenience. Many consumers prefer to consume probiotics through everyday food and drink rather than taking supplements, which are typically in the form of capsules, tablets, or powders. Foods such as yogurt, kefir, and fermented beverages like kombucha are already a part of regular diets, making it easier to incorporate probiotics without extra effort. Functional foods and beverages are perceived as more natural and enjoyable to consume compared to supplements. Many consumers associate foods like yogurt, pickles, and sourdough bread with tradition, health, and taste, while supplements may be seen as artificial or medicinal. This perceived naturalness gives functional foods and beverages a marketing advantage over supplements, as they offer probiotics in a form that seems less processed or clinical. Thus, the competition from functional foods and beverages is a major challenge for the probiotic supplements market because these products align better with consumer preferences for convenience, multi-functionality, affordability, and enjoyment.

PROBIOTICS SUPPLEMENTS MARKET INSIGHTS

1. By Form: The capsule and softgels segment holds the largest market share at over 38%. They are easy to swallow, enhance probiotic absorption, and are convenient for daily use, especially for those with busy lifestyles. Their portability and ease of consumption support digestive health on the go, contributing to segment growth.
2. By Gender: The female segment shows prominent growth, with the fastest-growing CAGR of 6.99% during the forecast period. Women are increasingly turning to probiotic supplements due to various physiological, lifestyle, and health factors. Hormonal changes during different life stages can disrupt gut microbiota balance, leading to digestive discomfort, bloating, and irregular bowel movements. Probiotics help restore gut balance and support overall digestive health. During pregnancy and lactation, the increased nutritional demands and changes in the gut microbiome make probiotics even more critical for expectant and nursing mothers, benefiting both their health and that of their developing baby.
3. By Age: The adult segment dominates and holds the largest market share. The rise in probiotic use among adults is driven by increased awareness of gut health and its connection to overall wellness, the aging population experiencing declining digestive health, the elderly's heightened vulnerability to digestive issues and weakened immune systems, and a growing preference for natural, preventative healthcare solutions that align with modern wellness trends.
4. By Application: The non-digestive health segment shows significant growth, with the fastest-growing CAGR of the global probiotic supplements market during the forecast period. Probiotic supplements, traditionally linked to digestive health, are now recognized for broader benefits, including improved immune function, mental health, skin health, metabolic health, and cardiovascular health. Research shows probiotics can lower cortisol levels, enhance cognitive function, and reduce stress. With busy work schedules increasing stress levels, probiotics offer a natural solution to manage stress, promote mental balance, and support overall health, contributing to segment growth.
5. By Distribution Channel: The pharmacies & drug stores segment holds the largest global probiotic supplements market share. Pharmacies and drugstores are essential for the global growth of probiotic supplements. Their widespread availability ensures easy access for consumers, from urban to rural areas. The professional environment and pharmacist consultations boost consumer confidence, driving sales and contributing to market growth.

GEOGRAPHICAL ANALYSIS

North America dominates and holds the largest global probiotic supplements market share of over 36%. The market growth is driven by rising consumer awareness of gut health, a focus on preventive healthcare, and the popularity of functional foods and beverages. North America's aging population, prone to digestive issues, increasingly turns to probiotics for gut health, immunity, and overall well-being. E-commerce platforms have made these supplements more accessible, and health-conscious US consumers are seeking probiotics to enhance their health.

VENDOR LANDSCAPE

The global probiotic supplements market report contains exclusive data on 41 vendors. The competitive scenario in the global probiotic supplements market is currently intensifying with global and domestic players offering a diverse range of products. The key players in the global probiotic supplements are Nestle, Procter & Gamble, BioGaia, Dr. Willmar Schwabe, Amway, Reckitt Benckiser Group, Church & Dwight, Danone, dsm-firmenich, and Yakult Honsha. Key strategies include product innovation, mergers and acquisitions, and partnerships to enhance market presence and expand geographical reach. Vendors are expanding product portfolios to cater to a wider range of consumers and applications, offering unique and innovative product forms with a variety of flavors such as mixed fruits, strawberries, oranges, etc.

RECENT VENDOR ACTIVITIES

1. On March 25, 2024, Garden of Life, a Nestlé Health Science brand, launched new products in its sports nutrition portfolio. These offerings are Non-GMO Project Verified and USDA Organic Certified, featuring ingredients that promote benefits such as skin health, digestive health, and weight management. Notably, the new products also include probiotics to support various health goals.