Global Probiotics Market size to grow by USD 32.06 billion during 2023-2028- Technavio

Market Segmentation: A Detailed Perspective

The probiotics market is segmented by type, distribution channel, and geography, offering a granular view of its diverse segments and growth opportunities. This segmentation approach aligns with Technavio’s proven methodology, as seen in reports like the Language Training Market in India, which segments by type, end-user, and geography:

By Type: The market includes probiotic supplements, probiotic dairy foods, and probiotic beverages.

• Probiotic Supplements: This segment dominates, driven by capsules, tablets, and powders offering targeted gut health benefits, appealing to consumers seeking convenience and high-potency solutions for digestion, immunity, and overall wellness.
• Probiotic Dairy Foods: Including yogurts and cheeses fortified with live cultures, this type is gaining traction, fueled by its widespread availability and consumer trust in dairy as a natural probiotic source, especially in Europe and North America.
• Probiotic Beverages: Kombucha, kefir, and other fermented drinks lead this segment, experiencing rapid growth due to their refreshing appeal and functional benefits, catering to health-conscious millennials and fitness enthusiasts.

By Distribution Channel: Offline channels—supermarkets, pharmacies, and health food stores—lead the market, reflecting the tactile purchasing preference noted in the Language Training Market’s offline dominance. Online channels are surging, driven by e-commerce platforms like Amazon and iHerb, offering convenience, subscription models, and access to a broad range of probiotic products.

By Geography: APAC holds a 37% growth share by strong health supplement adoption and functional food trends in the U.S. and Canada, followed by Europe, APAC, South America, and the Middle East and Africa. APAC’s growth is notable, tied to rising disposable incomes and growing awareness of probiotics in markets like China and Japan

This market segmentation equips stakeholders with insights to target high-growth areas, such as the booming probiotic beverages segment or the expanding online distribution channel, optimizing their strategies in the probiotics market.

This report presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources through an analysis of key parameters - View a FREE Sample Report

Key Companies Powering the Probiotics Market

The Technavio report highlights leading players driving innovation and competition in the probiotics market:

• Danone SA: A global leader with its Activia yogurt and DanActive drinks, Danone dominates probiotic dairy foods and beverages, emphasizing gut health and broad retail reach.


• Nestlé SA: Through its Natra Probiotics line, Nestlé excels in supplements and fortified dairy, targeting consumers with science-backed formulations for digestive wellness.


• Yakult Honsha Co. Ltd.: Known for its Yakult probiotic beverage, Yakult leads in APAC and beyond, offering a daily dose of live cultures that resonate with health-focused demographics.


• Chr. Hansen Holding A/S (Novonesis): A pioneer in probiotic supplements, Chr. Hansen supplies strains like Lactobacillus for capsules and powders, serving both consumer and B2B markets with cutting-edge research.


• Probi AB: Specializing in probiotic supplements and functional foods, Probi drives growth with clinically proven strains, appealing to health-conscious consumers in Europe and North America.

These companies are innovating with strain-specific formulations, plant-based options, and sustainable packaging to meet the rising demands of the probiotics market.

Growth Drivers Boosting the Probiotics Market

The global probiotics market is thriving by several key drivers. “Gut health is becoming a cornerstone of preventive wellness, and probiotics are at the forefront,” noted a Technavio analyst. Notable factors include:

• Rising Gut Health Awareness: Increased understanding of the gut microbiome’s role in immunity, mental health, and digestion drives demand for supplements, dairy foods, and beverages packed with beneficial bacteria.


• Functional Food Trends: Consumers seeking everyday health solutions fuel the growth of probiotic dairy foods and beverages, with products like yogurt and kombucha becoming dietary staples across regions.


• Aging Population: Seniors’ focus on digestive health and immunity boosts demand for probiotic supplements, particularly in North America and Europe, where elderly populations are growing.

The expansion of online retail, as observed in the Language Training Market’s e-commerce insights, also applies here, with probiotic brands leveraging digital platforms, subscription services, and direct-to-consumer models to enhance accessibility and reach wellness-focused consumers globally.

Opportunities and Innovations

The probiotics market offers substantial opportunities for growth and innovation:

• Plant-Based Probiotics: Vegan-friendly beverages and supplements cater to the rising plant-based movement, driving growth in APAC and North America where dairy alternatives are gaining traction.


• Personalized Nutrition: Strain-specific supplements tailored to individual health needs—like stress relief or skin health—target niche markets, supported by advances in microbiome research.


• Sustainable Packaging: Eco-friendly bottles and pouches for beverages and supplements resonate with environmentally conscious buyers, opening new avenues for brand differentiation in the probiotics market.

Challenges Facing the Probiotics Market

Despite its outlook, the probiotics market faces challenges. High production costs tied to live culture stability and strain development can elevate prices, potentially limiting mass-market adoption in price-sensitive regions. Regulatory hurdles over health claims and probiotic viability vary by country, posing risks to global expansion. Additionally, competition from prebiotics and whole-food diets challenges market share, requiring clear differentiation. The report advises companies to streamline production, enhance transparency with clinical data, and innovate affordable formulations to sustain momentum in the probiotics market.

Why This Report Matters

For stakeholders in the probiotics market, this Technavio report is a strategic asset. From in-depth market segmentation to profiles of key companies, it provides a roadmap to seize a USD 32.06 billion growth opportunity. Whether you’re a producer exploring plant-based probiotic trends or a retailer enhancing online platforms, these insights are critical for staying competitive in this fast-evolving industry.

About Technavio

Technavio is a leading global technology research and advisory firm, delivering actionable market insights to drive business success. With over 17,000 reports spanning 800+ technologies across 50 countries, Technavio serves enterprises of all sizes, including more than 100 Fortune 500 companies. Its expert analysts combine primary and secondary research to forecast market trends with precision.