Probiotic Supplements Market

Top Market Growth Influencers

• Manufacturers’ Focus on Product Differentiation

  Intake of probiotic supplements per-capita is increasing, on the account of rising consumer tendency to spend on healthcare and pharmaceutical services and products. Consumption of probiotic supplements in BRICS countries, where these products can be obtained over-the-counter, has witnessed a substantial increase in the past decade. In an attempt to gain distinct competitive edge, manufacturers of probiotic supplements are focusing on introducing products that appeal to women and kids in these countries. Additionally, product differentiation remains a key focus area of market players to influence their brand positioning and marketing strategies.

  • In kids segment, probiotic supplements in animal shapes and fruity flavours have been garnering significant traction.
• Increasing Cases of Vaginal and Urinary Tract Infection in Women to Bolster Sales

  Urinary tract and vaginal infections are among the most common bacterial infections affecting millions of women worldwide. Recurrent of these infections is another significant health issue which may lead to neurogenic bladder infections. In several countries, conservative societies not only prevent women from discussing such infections but also make it difficult for women to obtain required medication.

  • According to NHS, urinary tract and vaginal infections are the second-most common infections in women and account for approximately 8.1 Mn visits to doctors.

  Probiotic supplements are deemed to be an effective solution to women’s health issues. Additionally, use of probiotic supplements not only restores good bacteria in the body, but also bolsters immunity, improves fertility, prevents traveler’s diarrhea, clears skin problems, and boosts digestion. In response to growing demand, specifically from women, manufactures are introducing several probiotic supplements targeting women health and well-being.

• C-section Delivery Prompting Usage of Probiotic Supplements in Infants and Kids

  Population and diversity of bacteria in infant's gut are similar to type of microbiota that the infant accumulates during gestation. Moreover, the first microbiota (commensal, symbiotic, and pathogenic microorganisms in a body) of infants are structured primarily by their mode of delivery. Thus, early colonization arrays of bacteria in the gut of infants born through C-section vary extensively from those in children delivered through vagina. The number of C-section deliveries is also reported to be growing every year.

  • In 2016, close to 20% of infants born in the U.S. were delivered by C-section (cesarean). This percentage is even higher in various countries in Europe and Asia Pacific.

  To ensure stable bacterial colonization in their gut, infants delivered via C-section are recommended probiotic supplements till the age of 5 years. This, in turn, is expected to propel the demand for probiotic supplements for kids in the foreseeable future.

• Rise in Aging Population to Boost Demand for Probiotic Supplements

  By the end of 2016, over 550 million people were over 65 years, which translates to roughly 8% of the world’s population. Over next 30 years, the number of individuals aged 60 years or above is projected to witness 3X, exceeding 1.5 Bn, which will account for 15% of the global population.

  Tapping into senior segment, probiotic supplement manufacturers are focusing on introducing products containing bacterial strains that are specifically beneficial for aging demographic. As these population intent to stay physically active and mentally sharp, the demand for probiotic supplements for senior category will continue to increase in years ahead.  

• Stakeholders Eyeing Developing Countries for Lucrative Opportunities

  North America remains a prominent market for probiotic supplements, and is estimated to account for maximum revenue share in 2019. Moreover, strong presence of market players and greater awareness regarding potential benefits of probiotic supplements among consumers in the region continue to influence the market growth.

  Collectively, North America and Western are expected to account for around 70% revenue share of the global probiotic supplements market by 2019. Manufacturers are viewing developing countries in Asia Pacific from target market perspective. The probiotic supplements market in APEJ is expected to benefit from increasing disposable income, greater exposure to information through social media, and favorable government initiatives to improve preventive healthcare.

Probiotic Supplements Market Structure Analysis

• The global probiotic supplements market shows a fair level of fragmentation, with a large number of local and regional players.
• In recent years, flavoured supplements marked a prominent trend in the probiotic supplements market. Companies are launching innovative products in a variety of flavours, especially in kids and senior segments, to retain and attract new segments of customers.
• As working women value convenience and showing preference for products available in small packaging formats, manufacturers are continually launching powder premixes to target this demographic.
  • In 2015, Renew Life Formulas, Inc. launched a probiotic drink mix ‘Ultimate Flora Probiotic Fizzy Drink Mix’ for adults. This probiotic drink contains no artificial ingredients and has only natural flavours of fruits and probiotic powder.
• Major players in the probiotic supplements market are Church & Dwight Co. Inc., The Clorox Company, Natural Factors Inc., Dr. Willmar Schwabe Group, i-Health, Inc., Jarrow Formulas, NOVA Probiotics, Total Nutrition, Inc., Pharma Care Laboratories, BioGaia AB, and Lifeway Foods, Inc.