The future of probiotics is bright. Increased coverage around the power of the microbiome, discussion of the critical connection between gut health and immune function, and interest in new natural solutions to whole body wellness, open ample opportunities for this health category.
Market Research Future has predicted the global probiotics market is estimated to reach US$3.26 billion by 2025—with the largest portion ($1.75 billion) coming from functional foods and beverages.
Whether in supplements, foods or beverages, formulators and marketers have an opportunity to develop unique products and fresh messaging to make brands stand out. Companies are exploring ways to bring value to customers across the full range of demographics through different delivery formats and combination strategies such as synbiotics (combining probiotics with prebiotics).
It’s equally critical to find strains of bacteria that have research support. Strong science is being published supporting the potential benefits of specific probiotics on targeted populations for certain health needs, such as immune health.