A Guide to Probiotics Market Trends and Opportunities
The global growth of the probiotics market and digestive health products market is being shaped by shifting consumer attitudes and purchasing behaviors. With more consumers turning to functional foods and beverages for digestive health benefits, product manufacturers have a massive opportunity to create probiotic fortified products that go beyond traditional applications, such as yogurt and supplements, and diversify into unique products that offer improved nutritional value. Meeting consumers within their health and wellness journey is the key to meeting their needs. But it all comes down to understanding the probiotics market.
In this guide you will find:
- A snapshot of the global digestive health and probiotic market trends
- Top digestive and probiotic market growth drivers
- Unique insights into consumer sentiment and expectations for healthy foods and beverages
- Product insights and innovation ideas
- Information about probiotic ingredient solutions that meet formulation and consumer demand
The Global Digestive Health and Probiotics Market Size
The growth of the digestive health category has been a nutrition industry success story. Ingredients with digestive health benefits now command very high levels of consumer awareness, and this is particularly true of probiotics.
- The 2018, the global probiotics market was estimated to be worth $49.4 billion; by 2023, it is projected to reach $69.3 billion, growing at a CAGR of 7%.1
- Global probiotic market statistics project the market to grow to $69 billion at a CAGR of 7.0% through 2023.2
- Functional foods and beverages are by far the biggest segment for probiotics, currently standing at $40 billion and representing more than 82% of the total market.3
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.
Awareness of Probiotics for Digestive Health is Growing
We surveyed over 11,000 health-conscious consumers in 14 countries. When asked which health benefits they associated with probiotics, they demonstrated particularly high levels of understanding of the importance of probiotics to gut wellness. As our research shows, consumers across the world have not only heard of probiotics, but also understand the digestive health benefits they can provide. This leaves a big opportunity for including probiotics with digestive health benefits into foods and beverages.
Globally, 54% of consumers are already aware that probiotics can promote good digestive health.12
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:
Innovation Opportunities with Spore-Forming Probiotics
In short, food and beverage innovators curious about digestive health and probiotic ingredients for end-use products are trying to better understand both market opportunities and limitations for product development. Globally, what remains clear is that in order to capture unmet demand for probiotic products, companies must:
Start with product diversification — including exploring new food and beverage formats.
Product manufacturers will find opportunities to diversify their product offerings by creating innovative foods and beverages fortified with probiotics. It is important to note that not all probiotic strains survive manufacturing, so look for strains that can remain viable through most manufacturing processes. Further, sourcing a probiotic from a company that has taste, nutrition and formulation expertise will help create products that meet regional expectations for “good for you” yet better tasting foods and beverages.
Look for probiotic strains supported by science.
Education plays a big role in understanding the health benefits associated with probiotics. While interest in foods and beverages to promote better health is growing, manufacturers need to look for functional ingredients that can easily convey a digestive health benefit while offering flexible formulation attributes for food and beverage developments. Choosing a science-backed probiotic that is well-positioned and can be efficiently formulated into “better for you” versions of everyday foods and beverages will reach an untapped consumer base.
Source spore-forming probiotics for manufacturing and shelf stability.
Consumer demand, brand recognition and regulatory concerns play a role in many markets. Manufacturers should look for research-supported, branded probiotics that give consumers a clear point of reference when they’re browsing shelves. Find a partner that can help formulate probiotic ingredients into foods and beverages, while helping to navigate innovation challenges to solve current and future needs.
Learn more about probiotic market growth and innovation opportunities.
The Solution? Spore-Forming Probiotics Meet Demand for Diversity
Demand can be met with Bacillus coagulans probiotic strains. These are hardy, spore-forming bacteria with a structure that is much more resistant to extremes of pH, heat, cold, and pressure than vegetative cells, making them a better fit for fortification of everyday foods and beverages. BC30™ (Bacillus coagulans GBI-30, 6086) is the leading spore-forming probiotic ingredient for foods and beverages. It is a patented probiotic which can be incorporated into most everyday foods and beverages.
MarketsandMarkets, Global Probiotic Market Forecast to 2023, Dec 2018.
MarketsandMarkets Probiotic Market, Sept. 2017
Innova Market Insights, 2017
FONA International report, 2017
Modar Intelligence, 2017
Mintel – Attitudes towards Healthy Eating – UK, February 2019
Kerry Global Consumer Survey, Digestive andImmune Health, 2019
Mintel Nutrition Performance Drinks, US, March 2018