Probiotics

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Probiotics

Key Takeaways

  • In the U.S., probiotics are sold mainly in the form of dietary supplements. However, companies in the space have invested in improving the delivery of probiotics, especially in food and beverages formats, as well as gummies, fizzy powders, and chewable products. These include investments in new products for consumers of different age groups and genders.
  • Additionally, in recent times, there have been technological advancements in the probiotics market. Researchers assert that significant developments in technologies and associated methodologies, such as bioinformatic techniques, are playing and will continue to play a key role in driving innovations.
  • There has been a significant shift in the consumer habits of Americans in recent times, as they've now prioritized their health and wellness demands, and have focused on healthier and 'better-for-you' products.

Introduction

We have provided 2 trends in the probiotics market in the US. These trends include the latest innovations and consumer behavior trends. Below is an overview of our findings.

Trends in the US Probiotics Market

#1: Latest Innovations

Description:

  • In the U.S., probiotics are sold mainly in the form of dietary supplements. However, companies in the space have invested in improving the delivery of probiotics, especially in food and beverages formats, as well as gummies, fizzy powders, and chewable products. These include investments in new products for consumers of different age groups and genders.
  • According to a report published by Presence and SPINS, functional and carbonated beverages are increasingly becoming popular among Americans, as they are significantly contributing to the growth (12.8%) of probiotics in the nation.
  • Furthermore, innovations have led to the use of probiotics beyond the need to achieve good gut health and overall wellbeing. Probiotics are now used for vaginal well-being and the trend has expanded significantly.
  • Additionally, in recent times, there have been technological advancements in the probiotics market. Researchers assert that significant developments in technologies and associated methodologies, such as bioinformatic techniques, are playing and will continue to play a key role in driving innovations.
  • With these advancements, probiotic researchers and companies are beginning to clinically prove the value proposition, benefits, and safety of their probiotic products with detailed mechanistic insights - driven by increasing regulatory and scientific demands.
  • Innovations in the probiotics market are also seen in quality assurance methods surrounding dosage measurement, product viability, and structural/functional integrity. The innovation/trend is mostly driven by consumer demand across different product formats, from supplements to food and beverages.

Why it's a trend:

Examples of companies, thought leaders, or industry experts that have discussed the trend:

  • "Ganeden, Inc., a U.S.-based probiotic element manufacturer, components probiotic juices for the elderly, children, and athletes."
  • "Based in the US, FoodTech startup Farmhand Organics develops hand-crafted, naturally probiotic, plant-based, fermented foods using organic ingredients. The startup’s organic krauts and kimchi facilitate healthy digestion, as well as maintain sleep and immunity balance."
  • Popular probiotic products for vaginal health include Renew Life's definitive vegetation vaginal help, Jarrow's Fem Acidophilus, among others.
  • "CVS Pharmacy launched a ’Tested to Be Trusted’ program, under which about 1,400 products, across 11 categories, including probiotic supplements, went through testing to verify the labeled ingredients."

#2: Consumer Behavior

Description:

  • There has been a significant shift in the consumer habits of Americans in recent times, as they've now prioritized their health and wellness demands, and have focused on healthier and 'better-for-you' products.
  • They are also more informed and aware of good gut health, and this has been reflected in the way they shop, consume, and dispose of everyday items.
  • The need for adults to keep up with the well-being of their guts is driving the trend in the US and North America, as they've been taking an increasing number of probiotic prescriptions from wellbeing professionals and gastroenterologists to improve their gut health.
  • "Probiotic products are consumed by people of all age groups. However, the major consumption is observed among Millennials, due to the growing awareness regarding health and wellness through multi-channel publicity, which has influenced their consumption pattern to a large extent."
  • Probiotic consumers in the US tend to purchase their probiotic supplements from drug stores and pharmacies, as they consider them to be reliable.
  • Research shows that Americans prefer buying foods and beverages that have specific healthy ingredients, as more than four in 10 of them are buying probiotic ingredients. Additionally, one-quarter of adults are already regular probiotic food users.
  • Americans are increasingly consuming probiotic supplements, as the number consuming these products every day or more often rising from 37% to 61%, while the average times per week increased from 3.57 to 5.35.
  • They are increasingly consuming probiotic food products, such as yogurts and naturally healthy sour milk products, like Kefir and Kombucha.

Why it's a trend:

Examples of companies, thought leaders, or industry experts that have discussed the trend:

  • According to Tracy Miedema, vice president of business development at Presence - a US leading natural products food brokerage and service provider: "The new generation of consumers is becoming more educated, more adventurous, and more open to trying different products and services. We’re seeing consumers proactively seek food and beverage brands that promote health and mental wellness, choosing natural products and supplements for holistic nutrition and are looking to make a positive impact on their communities and the environment."
  • Experts at DuPont Nutrition and Biosciences assert that "consumer usage of probiotic supplements in the US increased by 66% in May 2020, compared to six months earlier, with daily usage also increasing."

Research Strategy

For this research, we leveraged the most reputable sources of information that were available in the public domain, including Mordor Intelligence, IFT, Nutra Ingredients, among others.

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