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The probiotics market size is projected to increase by USD 32.06 billion, at a CAGR of 7.84% between 2023 and 2028. The market's growth is driven by several factors, including the health benefits of probiotics, product innovations, and increasing investments in R&D. These elements collectively propel market expansion by emphasizing consumer health awareness, technological advancements, and scientific exploration. The health benefits of probiotics highlight their role in enhancing digestive and immune health, driving consumer demand for probiotic dietary supplements. Simultaneously, product innovations showcase the development of new and improved probiotic formulations that cater to diverse consumer needs. Additionally, increasing R&D investments underscores the industry's commitment to advancing probiotic research and developing cutting-edge products. Thus, the interplay of these factors shapes the landscape for the anticipated growth of the market.
One of the key factors driving market growth is the product innovations. The main purpose of the innovations in technology and manufacturing processes is to improve the stability and viability of probiotic strains, ensuring their survival through the digestive system for maximum efficacy. In addition, innovations focus on developing probiotic strains tailored to specific health needs, including gut health, immunity, women's health, mental wellness, and even skincare. Moreover, customized formulations address niche markets and attract consumers seeking targeted benefits. In addition, advanced packaging technologies help preserve probiotic viability and extend shelf life by protecting the live cultures from moisture, oxygen, light, and temperature fluctuations. Therefore, this ensures that they remain effective until the expiration date, enhancing consumer trust in the product. Hence, such factors are driving the market growth during the forecast period.
The market report shows an accelerated CAGR during the forecast period.
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A key factor shaping market growth is the increasing application of probiotics in the cosmetic industry. There is an increasing preference for natural skincare solutions by several consumers. Therefore, probiotics, being naturally occurring microorganisms, fit into the trend of seeking products perceived as more natural and holistic. In addition, the concept of the gut-skin axis has gained traction, highlighting the interconnection between gut health and skin conditions.
Moreover, probiotics, known for their potential to balance the gut microbiome, are being explored for their impact on animal intestinal health. In addition, clinical studies have proved that probiotics form a protective layer that supports gut health in animals, promoting digestion and nutrient absorption while reducing the risk of digestive disorders. Furthermore, probiotics have demonstrated anti-inflammatory properties, which can be beneficial for maintaining intestinal integrity and reducing gut-related issues in animals. These attributes make probiotics attractive supplements in the context of animal intestinal health, driving their adoption among farmers and livestock owners. Hence, such factors are contributing to the growth of the North America animal health market, particularly in the segment focused on enhancing animal intestinal health, during the forecast period.
High prices of probiotic products in developing countries are one of the key challenges hindering the market growth. Even though probiotics have several health benefits, the premium pricing of these products often poses a major challenge to the market. For example, the average price of probiotic yogurt in 2022 is USD 2.4 per ounce as opposed to USD 1 per ounce for regular yogurt.
Moreover, these products are priced at a premium due to various reasons such as patents, the inclusion of natural probiotic ingredients, or a combination of many strains. In addition, in countries such as India, where yogurt is often made at home, increasing the probiotic yogurt prices would be a grave challenge for market growth. Furthermore, in South Africa, the market is still underdeveloped and underpenetrated. Hence, such factors are negatively impacting the market which in turn will hinder the market growth during the forecast period..
In the realm of healthcare and preventive healthcare, probiotics have emerged as a significant area of focus, offering systematic probiotic strains to address various health concerns. With an aging population and growing awareness of intestinal inflammation and gut-related disorders, consumers are increasingly prioritizing their health, leading to higher consumer spending in the functional food and beverage industry. They play a crucial role in promoting digestive function and supporting overall well-being, particularly in diets where meat consumption is prevalent. Market growth is also fueled by the expanding market and the endorsement of probiotic benefits by organizations like the International Scientific Association for Prebiotics and the International Food Information Council (IFIC). Consumers are turning to functional dairy products and nutraceuticals enriched with Lactobacilli and Bifidobacteria to enhance their diet and nutritional value.
The rising awareness about the benefits of the probiotic functional food and beverage segment will increase the market growth. Several consumers are increasingly seeking food products that offer health benefits beyond basic nutrition. Therefore, functional foods containing these are perceived as supporting digestive health, immunity, and overall well-being, aligning with health-conscious consumer trends. In addition, the growing demand for functional foods, coupled with the introduction of innovative products and ingredients, is fuelling the market. Moreover, probiotics, known for their potential to balance gut flora, aid digestion, and alleviate such issues, are sought after by consumers looking for natural solutions. Hence, such factors are fuelling the growth of this segment which in turn will drive the market growth during the forecast period.
The human probiotics segment is estimated to witness significant growth during the forecast period. The increasing awareness of the importance of gut health has resulted in an increased interest in probiotics among consumers. In addition, many are seeking ways to improve their digestive health and overall well-being. Furthermore, probiotics are increasingly recognized for their potential to support immune function.
The human probiotics segment was the largest segment and was valued at USD 45.46 billion in 2018.
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Moreover, the demand for human probiotics is expected to increase during the forecast period because of the growing health awareness among end-users (human beings) globally. In addition, with time, the skin's pH rises, and it may also grow drier. Furthermore, an imbalance in bacteria might be made simpler by modifications to the moisture barrier. In addition, they increase the skin moisture barrier, lower oxidative stress, lessen UV-induced skin damage, preserve the pH of the skin, and improve the quality of hair. Hence, such factors are fuelling the growth of this segment which in turn will drive the market growth during the forecast period.
APAC is estimated to contribute 37% to the growth of the global market during the forecast period
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Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. One of the main factors that are contributing to the growth of the market growth in APAC is its extensive use of dairy products. In addition, Japan is the largest market worldwide; the other major markets in APAC include China, India, and Australia. Moreover, China is the first-largest market in APAC after Japan. In addition, the market in China is growing at a fast rate due to its high demand for various probiotic products, particularly yogurt and functional foods. Furthermore, manufacturers in the market have identified China as a country with substantial potential for growth over the next five years. For instance, Yakult makes a wide range of products, like fermented milk drinks and yogurts, and in other fields, including foods and beverages, cosmetics, and pharmaceuticals. Hence, such factors are driving the market growth in APAC during the forecast period.
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
The market forecasting report also includes detailed analyses of the competitive landscape of the market and information about 24 market companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024 to 2028, as well as historical data from 2018 to 2022 for the following segments
In the midst of rising concerns about junk food and processed food, consumers are increasingly turning to nutrient boosters like probiotics to support their health. Probiotic products are gaining traction not only in pharmacies and retail stores but also online, as people embrace healthy lifestyles and prioritize weight management to combat obesity. The growing health consciousness has spurred interest in dietary choices such as veganism and a plant-based diet, driving demand for probiotics derived from sources like the Jeju organic green tea garden. With research from the Green Tea Probiotics Research Centre, demographic-specific probiotics tailored for geriatrics and others are emerging.
Furthermore, probiotics, including Bifidobacterium strains, are increasingly incorporated into a variety of products, including dairy-based products, functional food & beverages, and probiotic dietary supplements, offering digestive health benefits and immunity strengthening. This growth is also facilitated by innovative delivery systems, including fizzy powders, gummies, and chewable products, catering to diverse consumer preferences. As the market continues to expand, collaborations between the pharmaceutical industries and organizations like the FAO are driving advancements in probiotic research and microencapsulation technologies to ensure product efficacy, even in high-temperature environments. Further, the market is witnessing significant growth, with sales surging across various distribution channels, including supermarkets, hypermarkets, drugstores, and online stores.
Additionally, consumers are increasingly drawn to probiotic products for their potential benefits in addressing gastrointestinal situations such as diarrhea, constipation, and bloating. Moreover, there's a growing awareness of the importance of probiotics in supporting overall health, including immune system function. As a result, there's a rising demand for functional food & beverages enriched with probiotics, offering total nutritional value and appealing flavors in products ranging from baked goods and muffins to healthy bars and snacks.
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Market Scope |
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Report Coverage |
Details |
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Base year |
2023 |
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Historic period |
2018-2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 7.84% |
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Market Growth 2024-2028 |
USD 32.06 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
7.36 |
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Regional analysis |
APAC, Europe, North America, Middle East and Africa, and South America |
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Performing market contribution |
APAC at 37% |
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Key countries |
US, Japan, China, Germany, and UK |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
AnaBio Technologies, Archer Daniels Midland Co., BioGaia AB, Chr Hansen Holding AS, Danone SA, Dr. Willmar Schwabe GmbH and Co. KG, DuPont de Nemours Inc., Farmhouse Culture Inc., General Mills Inc., Kerry Group Plc, Lallemand Inc., Lifeway Foods Inc., Microbiome Labs UK Ltd., Nestle SA, Novozymes AS, PepsiCo Inc., Probulin Probiotics LLC, SANZYME BIOLOGICS PVT. LTD., SIG Group AG, Symrise AG, Thats it Nutrition LLC, Natures Bounty, Uncle Matts Organic, and Yakult Honsha Co. Ltd. |
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Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period. |
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Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by End-user
7 Market Segmentation by Product
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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