Probiotic supplements on rise in global €40bn market

By Shane Starling

- Last updated on GMT

Probiotic supplement growth is outstripping glucosamine, multivitamins, calcium, omega-3s, CoQ10 and protein. ©iStock/kzenon
Probiotic supplement growth is outstripping glucosamine, multivitamins, calcium, omega-3s, CoQ10 and protein. ©iStock/kzenon
Latest data from Euromonitor International shows the global probiotics market is worth about €40bn, yoghurt continues to be the dominant mode of delivery although probiotic supplements are growing fastest.

Yoghurts account for 76% of probiotic sales, fermented milk products  14% and probiotic supplements 10%, said head of health and wellness at Euromonitor, Ewa Hudson.

The €4bn global probiotic food supplement segment would notch 9% growth this year, and 38% growth between now and 2021.

Not only that, probiotic supplement growth would outstrip all other food supplement categories including glucosamine, multivitamins, calcium, omega-3s, CoQ10 and protein.

compass map - Irochka_T
©iStock/Irochka_T

North America remains the biggest market where ‘warehouse clubs’ are a rising sales channel. In North America supplements account for a bigger slice of the pie at 31%, with 8% in fermented milks and 61% in yoghurts.

In eastern Europe fermented probiotic milks like kefir are popular and so account for 61% of a €3.3bn total market. Yoghurt only accounts for 28% of the market there; food supplements 11%.

In the Middle East and Africa fermented milks are also popular, making up 56% of a €2.2bn market with 42% being yoghurt products and just 2% in supplements.

In the European Union Hudson observed an opportunity for probiotic supplement makers in an environment where probiotic foods like yoghurts have had their immunity and gut health claims prohibited under a strict set of EU regulations. Hudson noted prohibited terms in the EU like 'prebiotics' and 'probiotics' were returning to product labels.

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Prohibited terms creeping back into marketing

Italy was by far the biggest European market for probiotic supplements at about €500m, followed by Russia (€177m), France (€104m), Poland (€72m) and Germany (€64m).

The US registers the world's greatest absolute growth.

euroMprogrowth
Global growth breakdown according to Euuromonitor International.

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