At the IPA World Congress + Probiota, Nick Stene, head of Euromonitor’s consumer health research program, shared insights indicating that probiotic supplements are experiencing a compound annual growth rate (CAGR) of 4.5% over the past five years. This growth outpaces the overall market for consumer health and dietary supplements.
This uptick occurs within a challenging global market, where GDP growth and inflation were both at 3% last year, effectively negating one another.
Stene highlighted that multi-benefit products are particularly thriving, especially those that promote gut health, immunity, and beauty benefits, which he referred to as the ‘triple stack’.
“We’re observing a significant shift in consumer spending priorities,” Stene informed attendees. “The experience economy remains strong. People want to look good and are willing to invest in their appearance.”
Biotic Health Claims and Ingredient Trends
Utilizing SKU-level web scraping across 1.6 million products globally, Stene analyzed the positioning of biotics within the dietary supplement sector.
The term ‘probiotic’ is present in about 10% of dietary supplements in North America and 9% in Australasia. In Europe, however, this figure drops to around 5%, likely due to regulatory challenges; the term ‘probiotic’ is considered an unauthorized health claim in the European Union.
Despite this, Stene remarked that probiotics are increasingly becoming the ‘hero ingredient’ in dietary supplements, although they are also quickly emerging as a supporting component.
Conversely, prebiotics and postbiotics predominantly play a supportive role and are mentioned on significantly fewer supplement products. The term ‘prebiotic’ appears on less than 2% of dietary supplements globally, while ‘postbiotic’ is found on fewer than 0.2%. Nonetheless, both prebiotics and postbiotics are gaining traction across many international markets.
“We observe a consistent pattern of growth, albeit from a low baseline,” he explained. “Currently, the focus is more on supportive messaging for these SKUs than on highlighting them as the key ingredient.”
Digestive health and immunity are the most prevalent claims associated with probiotic products, appearing on nearly all biotic SKUs. A handful of products also make claims regarding bone, joint, and liver health.
“In terms of memory and cognition, there’s a notable trend,” Stene added. “This is especially prominent with probiotics in Western Europe. However, the most significant growth area I see is in beauty and skin health. This is not only evident in probiotics but is also expanding rapidly within prebiotic and postbiotic messaging.”
Stene underscored the success of the now-global supplement brand Bloom, which employs a ‘triple stack’ strategy emphasizing gut health, immunity, and beauty benefits in its probiotic offerings. The brand also incorporates species and strain-specific messaging, a tactic that enhances credibility.
As consumer trust grows more critical, Stene noted that approximately one in five new SKUs now includes third-party certification—roughly double the rate observed before the COVID pandemic.
AI as a Tool for Health Advice and Compliance
Lastly, Stene positioned AI as a new frontier for both market expansion and regulatory compliance. He pointed out that while AI is increasingly used to provide personalized health recommendations—especially among older populations—it is also being utilized by regulatory bodies to ensure adherence to standards.
Highlighting the evolving use of AI, Stene cautioned brands about the growing scrutiny they will face. “Regulators will soon have visibility over everything,” he remarked. “Prepare for more sophisticated oversight mechanisms moving forward.”
