North America Probiotics Market Outlook, 2028

Probiotics offer a range of health benefits. They are known to support digestive health, boost the immune system, improve nutrient absorption, and even have potential mental health benefits. Many people in North America incorporate probiotics into their daily routines to promote overall wellness. North America has been at the forefront of conducting clinical research on probiotics. Numerous studies have investigated the efficacy of different probiotic strains in managing various health conditions, such as irritable bowel syndrome (IBS), inflammatory bowel disease (IBD), and antibiotic-associated diarrhea. Probiotics are also being explored for their potential in agriculture. Researchers are investigating the use of specific probiotic strains to enhance plant growth, increase nutrient uptake, and suppress harmful pathogens in crops. North American consumers are increasingly seeking natural and functional food options that offer health benefits beyond basic nutrition. Probiotics fit into this trend as they are seen as a natural and effective way to support digestive health and overall well-being. The aging population in North America has led to an increased focus on senior health and well-being. Probiotics are being recognized for their potential to support digestive health, boost immunity, and mitigate age-related gastrointestinal issues. The aging demographic has become a key consumer segment driving the demand for probiotic products.

According to the research report, “North America Probiotic Market Outlook, 2028” the market was valued at USD 13.14 Billion market size in 2022. The market is projected to grow with 8.09% CAGR by 2023-28. Demand for supplements for digestive health, particularly probiotics, is anticipated to increase as consumers grow more concerned about their health. Many people are beginning to understand how crucial gut health is to their weight, energy levels, and general health. Probiotic demand will probably rise as a result over time. As consumers become more aware of how nutrition affects their health and desire to eat healthier, producers are producing and marketing foods with specific health claims. The number of people using probiotics is rising in the West, where people approach health in a more holistic way. People purchase probiotic supplements because they have been around for years and due to different strains have distinct health advantages. According to the International Scientific Association for Probiotics and Prebiotics, scientific research on probiotic strains demonstrates that they are beneficial for your health by lowering the risk or duration of upper respiratory tract infections or gut infections, as well as lowering atopic conditions like infantile eczema and colic symptoms. Additionally, a survey conducted by the International Food Information Council in 2021 found that 51% of Americans take probiotics to support gut health, 33% to support immune health, 38% to support general health and wellness, and 13% to support emotional health, all of which are factors in the market's expansion.

Based on product type, the market is segmented into probiotic foods and Beverages, probiotic Dietary supplements, and Animal Feed. In 2022, the probiotic foods and Beverages segment held the largest market share of all of them. There has been a growing awareness among consumers about the importance of gut health and the role of probiotics in maintaining overall well-being. Consumers are actively seeking out products that promote digestive health and boost their immune systems. Probiotic foods and beverages, which naturally contain live cultures, are perceived by consumers as a convenient and effective way to incorporate probiotics into their diet. Yoghurt is perhaps the most well-known and widely consumed probiotic food in North America. It is made by fermenting milk with specific strains of bacteria, such as Lactobacillus and Bifidobacterium. Yoghurt is available in various flavours and forms, including Greek yoghurt, drinkable yoghurt, and yoghurt-based smoothies. For instance, some of the popular brands include Chobani, Danone Activia, Lifeway Foods, GT's Living Foods, Farmhouse Culture, Health-Ade, and many more. In addition, the animal feed segment is expected to grow at the highest CAGR during the forecast period. There is a growing awareness among farmers, livestock producers, and pet owners about the importance of maintaining good gut health in animals. Probiotics are recognized for their potential to improve the digestive health and overall well-being of animals, including livestock, poultry, and pets. As a result, there is an increasing demand for probiotics in animal feed to support animal health and productivity. For instance, some popular brands known for their animal feed probiotics include Chr. Hansen, Lallemand Animal Nutrition, Kemin Industries, Alltech, Novozymes, and more.

The human segment is expected to have the highest market share in North America. Probiotics have found extensive application in various human health segments, including dietary supplements, functional foods, and pharmaceuticals. They are incorporated into a wide range of products such as capsules, tablets, yoghurts, kefir, fermented foods, and beverages. This diverse range of products catering to different consumer preferences and needs contributes to the dominance of the human segment in the market. While the animal segment is expected to have the highest CAGR during the forecast period, Probiotics are gaining recognition for their potential benefits in animal nutrition. They are being used to promote gut health, enhance nutrient absorption, improve feed conversion efficiency, and support immune function in livestock, poultry, aquaculture, and pets. The demand for probiotics in animal feed and supplements is rising as producers seek alternatives to antibiotics and strive for improved animal health and productivity. Based on ingredient type, Bacteria-based probiotics have traditionally been the dominant ingredient type in North America. Bacteria-based probiotics have gained significant consumer awareness and acceptance due to their positive impact on digestive health, immune system support, and overall well-being. Consumers recognize the role of bacteria in maintaining a healthy gut microbiome and are more likely to associate probiotics with bacterial strains. While yeast-based probiotics currently hold a smaller market share, they are expected to exhibit the highest CAGR during the forecast period. Yeast-based probiotics, particularly strains of Saccharomyces cerevisiae, are gaining recognition for their potential health benefits. Research indicates that yeast-based probiotics can support digestive health, immune function, and even address specific conditions such as irritable bowel syndrome (IBS) and inflammatory bowel disease (IBD).

As people in the United States pay greater attention to their health and well-being, the market for probiotic products is expanding quite quickly in the country. The increasing popularity of digestive health supplements is mostly due to probiotics. An unhealthy diet, rising stress levels, and the busy lifestyles of the customer base continue to be major factors driving sales of digestive probiotics in the nation. The United States has a regulatory framework that allows the marketing and sale of probiotic products as dietary supplements, foods, and beverages. This supportive regulatory environment has encouraged manufacturers to develop and launch probiotic products with clear labeling and claims. Consumers can make informed choices about probiotic products, boosting market growth. Yogurt is one of the most popular food sources of probiotics in the United States. Many yogurt brands promote the presence of live and active cultures, which are beneficial bacteria that act as probiotics. These bacteria can help promote a healthy balance of gut flora. In addition, Probiotic products in Canada are regulated as natural health products (NHPs) by Health Canada. This means they undergo assessment for safety, efficacy, and quality before they can be sold to the public. Canada has a rich tradition of fermented foods that naturally contain beneficial bacteria. Indigenous communities have long used traditional fermentation methods to produce foods like sauerkraut, kimchi, and pickles, which naturally provide probiotic benefits.

According to the report, based on Distribution channel, the market is divided into Hypermarkets and Supermarkets, pharmacies and drugstores, convenience stores, specialty stores, online stores, and others. Hypermarkets and supermarkets are the primary distribution channels for probiotics in North America. These large retail stores offer a wide range of products, including probiotic foods, beverages, and dietary supplements. Hypermarkets and supermarkets have a significant presence across the region, providing convenient access to probiotic products for consumers. For instance, Walmart, Costco Wholesale, Kroger, Target, Safeway, and Publix Super Markets In addition, the online retail channel has witnessed significant growth in recent years, and it plays a crucial role in the distribution of probiotics in North America. Consumers can conveniently purchase probiotic products from various online platforms, including e-commerce websites and the websites of brands and retailers. Online channels provide a wide selection of probiotic products, detailed product information, customer reviews, and the convenience of doorstep delivery. For instance, Amazon, iHerb, Vitacost, Thrive Market, LuckyVitamin, and Swanson Health Products

Recent Developments:

• In January 2023, Tropicana-owned KeVita added mango flavour to its existing selection of traditional and peach probiotic lemonade as part of an expansion of its line of Sparkling Probiotic Lemonade. Products were made accessible through US retail outlets like Walmart and Kroger.
• In July 2022, BioGaia introduced its probiotic products to the American market, including BioGaia Pharax for kids. According to the manufacturer, this medicine supports children's upper respiratory systems while boosting their immune systems.
• Danone North America introduced its Activia+ Multi-Benefit Probiotic Yoghurt Drinks in June 2022, a new probiotic beverage. The manufacturer asserts that by including vitamins C, D, and zinc in the probiotic beverage, customers' immune systems will be strengthened.

Major Companies present in the market:

Danone S.A., Yakult Honsha Co. Ltd. , Nestlé S.A., Fonterra Co-Operative Group Limited, Kerry Group plc , Royal DSM N.V., Lallemand Inc., Lifeway Foods, Inc, Evonik Industries AG , International Flavors & Fragrances (IFF), Lonza Group AG, AB BIOTICS, Probiotical Spa, Probi AB, General Mills, Inc., PepsiCo Inc., Arla Foods Amba.

Considered in this report

• Geography: North America
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• North America Probiotics market with its value and forecast along with its segments
• Country-wise Probiotics market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:

• United States
• Canada
• Mexico

By Product Type

• Probiotics Food and Beverages
• Probiotics Dietary Supplements
• Animal Feed

By End use

• Human
• Animal

By Ingredient Type

• Bacteria
• Yeast

By Distribution channel

• Hypermarkets and Supermarkets
• Pharmacies/Drugstores
• Convenience Stores
• Specialty stores
• Online
• Others

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Probiotic industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.