US and Canada Probiotic Food Market - 2024-2027

Report Overview

US and Canada Probiotic Food Market reached US$ 9,459.37 million in 2023 and is expected to reach US$ 13,302.19 million by 2027, growing with a CAGR of 9.08% during the forecast period 2024-2027.

The rise in functional foods, increasing inclination towards gut health, and the post-pandemic focus on immunity are key drivers contributing to the steady growth of probiotics in these countries. In both the US and Canada, there is a growing trend towards personalized nutrition, which includes specific probiotic strains that target digestive health, mental wellness, and skin health. Consumers are increasingly favoring probiotic-enriched foods and beverages like yogurts, fermented drinks (kombucha, kefir), and plant-based alternatives. An evolving preference for plant-based probiotics among vegan and vegetarian populations is expanding the product offerings, especially in dairy-free formats.

In August 2023, United States-based Lifeway Foods, the producer of Probiotic Farmer Cheese, started investing in research & development to increase cheese production. Also, in August 2021, California-based Good Culture launched a series of cottage cheeses with probiotics, boasting of being a simple product with numerous health benefits of gut-friendly live bacterium.

Probiotics are gaining traction due to their recognized role in promoting gut health, which is directly linked to immune system support. This has resulted in a surge in demand for probiotic foods that contribute to preventive health care. Mental health and cognitive well-being have also emerged as important areas of focus, with probiotics linked to the "gut-brain axis" becoming more popular for managing stress, anxiety, and mental clarity.

Market Drivers

Surge in Research on the Gut-Brain Axis and Mental Health

The connection between the gut and brain, known as the gut-brain axis, has become a key area of research, particularly in how it impacts mental health. Studies over the past few years have shown that a healthy gut can have a positive influence on mental well-being, including reducing stress, anxiety, and depression. This emerging knowledge is now playing a crucial role in the rising demand for probiotic foods across the US and Canada, as more people look to improve both their physical and mental health through what they eat.

Mental health has become a top concern for many individuals in the US and Canada. According to the American Psychological Association (APA), more than 77% of Americans reported experiencing stress-related symptoms in 2023, reflecting a significant rise in mental health issues. Similarly, in Canada, 1 in 5 adults face mental health challenges each year, and the demand for natural solutions like probiotics grew by 18% in 2023, according to Statistics Canada.

Manufacturers in the US and Canada are seizing this opportunity by launching new products that highlight probiotics' mental health benefits. This includes items like mood-enhancing yogurts, fermented beverages, and probiotic snacks, all designed to target stress relief and mental clarity. According to SPINS data, probiotic food products labeled for mental health made up 12% of total probiotic food sales in 2023, a clear sign that consumers are gravitating towards these multifunctional products.

In October 2023, Probi Sensia is a new probiotic concept launched by Probi based on clinical and scientific data that supports improved cognition by boosting learning and working memory as well as improved mood and sleep. These cognitive functions are important in enhancing people's overall mental health.

Growing Consumer Preference for Clean-Label and Organic Products

Consumers in the US and Canada are increasingly prioritizing clean-label and organic products, and this trend is having a significant impact on the probiotic food market. People are becoming more conscious about what they eat, preferring products that are natural, minimally processed, and free from artificial additives. This shift in consumer behavior is driving the demand for clean-label and organic probiotic foods, which are perceived as healthier and more environmentally sustainable.

Clean-label products are those that contain simple, recognizable ingredients without artificial colors, flavors, or preservatives. In 2023, this preference became more pronounced, with 63% of US consumers indicating they prefer products with ingredients they can easily understand. A similar trend is happening in Canada, where 58% of consumers actively seek out clean-label foods. This is especially relevant in the probiotic food sector, where people are looking for natural and wholesome products that align with their health goals.

Organic foods, which are free from pesticides, synthetic fertilizers, and GMOs, are also seeing increased demand. The US organic food market grew by 6% in 2023, as reported by the Organic Trade Association, with probiotic-rich foods like organic yogurt and kefir leading the charge.

Consumers are increasingly willing to spend more on clean-label and organic foods. A research survey in 2023 found that 42% of US consumers are prepared to pay a premium for organic food, and 36% are willing to do the same for clean-label products. In Canada, 45% of consumers expressed a preference for organic foods, even if it meant paying higher prices. This willingness to invest in higher-quality, health-focused products is driving growth in the probiotic food market, particularly in the organic and clean-label segments.

Market Restraints

Competition from Supplements and Non-Food Probiotic Formats

The probiotic food market in the US and Canada is on the rise, but it faces significant challenges from the increasing popularity of supplements and non-food probiotic formats. This competition is influencing consumer choices and market dynamics, presenting notable restraints on the growth of probiotic foods. Consumers often prefer supplements because they can contain specific probiotic strains at higher concentrations than those typically found in food products. Supplements allow for precise dosages, enabling individuals to choose options tailored to their health needs. A 2023 report by NMI revealed that 63% of consumers prefer taking probiotic supplements for their effectiveness, which further limits the growth potential of probiotic foods.

The probiotic supplement market benefits from stricter regulations ensuring quality and efficacy, which fosters consumer trust. In contrast, the probiotic food market lacks similar oversight, leading to concerns about product quality and the actual health benefits of these foods. Many consumers tend to trust supplements that are backed by clinical research and come with standardized dosages. A survey conducted in 2023 found that 55% of consumers believe supplements are more reliable than probiotic foods regarding health benefits, showcasing the perception challenges that probiotic foods face.

As health and wellness trends continue to evolve, consumers are leaning toward diets that emphasize simplicity, convenience, and effectiveness. This shift has resulted in a preference for supplements that can easily fit into busy lifestyles. Additionally, the growing popularity of plant-based and functional foods has prompted some consumers to explore alternative probiotic sources, such as fermented supplements, which may offer similar benefits without the need to consume traditional probiotic foods.

Market Segment Analysis

The US and Canada probiotic food market is segmented based on type, ingredient, application, age, and distribution channel.

Widespread Consumer Acceptance and Innovation Drives the Segment Growth

Yogurt is already a well-established product in the daily diets of many consumers in the U.S. and Canada. Its familiarity and popularity as a convenient, healthy food option make it a dominant segment in the probiotic food market, with a large consumer base driving demand. Yogurt is a naturally rich source of live cultures and beneficial bacteria, making it a preferred choice for consumers looking for probiotic-rich foods. The established association between yogurt and digestive health solidifies its leading position in the market as consumers increasingly seek out products that promote gut health.

Companies in the yogurt market are continuously innovating, offering a variety of probiotic yogurt products that cater to different consumer preferences. These innovations include plant-based and dairy-free options, low-sugar variants, and fortified products that appeal to health-conscious and specialty-diet consumers. This product diversity drives the yogurt segment's growth within the broader probiotic food market.

For instance, on February 5, 2024, Danone Canada's Silk announced the launch of its new protein probiotic plant-based yogurt featuring Canadian pea protein. With 12g of protein per 175g serving and a signature Greek-style thick texture, the new Silk plant-based yogurt is available in Key Lime and Vanilla flavors, delivering exceptional taste, consistency, and nutrition. Silk also introduces an improved recipe, new flavors, and sizes for its current range of coconut plant-based yogurts.

Sustainability Analysis

The probiotic food market is increasingly prioritizing sustainable sourcing of raw materials, such as organic and non-GMO ingredients. This shift helps reduce the environmental impact of farming practices, including soil degradation and pesticide use, enhancing the market's appeal to eco-conscious consumers. To address the growing concern over plastic waste, companies in the U.S. and Canada probiotic food markets are adopting biodegradable, recyclable, and reusable packaging solutions. This effort reduces plastic pollution and aligns with consumer demand for more sustainable packaging options, improving the market's environmental footprint.

Manufacturers in the probiotic food market are investing in energy-efficient production processes, including the use of renewable energy sources like solar and wind power, to minimize carbon emissions. This not only reduces the environmental impact but also strengthens the market's sustainability credentials, attracting businesses and consumers focused on reducing their carbon footprint.

Unmet Needs

As the probiotic food market continues to expand in the US and Canada, several unmet needs are becoming increasingly apparent. Addressing these gaps is crucial for manufacturers looking to enhance consumer satisfaction and drive growth in this competitive sector. Many consumers remain unaware of how probiotic foods can positively impact their health, particularly concerning gut health, immunity, and mental well-being. To bridge this gap, manufacturers must invest in educational initiatives that simplify complex scientific concepts and highlight the benefits of incorporating probiotics into daily diets. Providing clear labeling and educational resources could significantly enhance consumer understanding and interest.

Another area of unmet need is the demand for a wider variety of probiotic food products. While yogurt and fermented drinks dominate the market, there is a growing interest in diverse formats, including snacks, desserts, and plant-based options. Consumers are seeking innovative ways to incorporate probiotics into their diets beyond traditional offerings. By expanding product lines to include more diverse and appealing options, brands can cater to a broader audience, including those with dietary restrictions or preferences for non-dairy alternatives.

Consumers are more informed and skeptical about health claims made by food products. The probiotic food market needs to provide stronger scientific evidence to support its health claims. Many consumers want reassurance that the products they are purchasing have proven benefits. Consumers are increasingly seeking transparency regarding ingredient sourcing and product formulations. Many probiotic food brands do not provide detailed information about their ingredients, including the specific strains of probiotics used.

Market Competitive Landscape

The major global players in the US and Canada market include General Mills Inc., GT's Living Foods LLC, Lifeway Foods, Inc., GLK Sauerkraut, LLC, OlyKraut, Cleveland Kitchen, South River Miso Company, Les Aliments Massawippi Inc., Kirk's Probiotic Soda, RISE Kombucha, Harmless Harvest, Inc., Tropicana Brands Group, De La Calle, Health-Ade LLC, Dahlicious and among others.

By Type

Yogurt

Kefir

Sauerkraut

Tempeh

Kimchi

Miso

Kombucha

Others

By Ingredient

Lactobacillus

Streptococcus

Bifidobacterium

Others

By Application

Gastrointestinal Health

Gut Microbiota/Microbiome Balance

Digestion

Constipation

Bloating

Diarrhea

Leaky Gut

Inflammation

Others

Gluten sensitivity

Abdominal Pain

GERD/Helicobacter pylori

Antibiotic-Associated Diarrhea/Post-Antibiotic Treatment

Gut Flora/Gut Microbiome Restoration

Others

Vaginal Health

Urinary Tract Health

Kidney Stones

UTIs

Others

Oral Health

Anti/Healthy Ageing

Allergies/Asthma

Bone & Joint Health

Osteoarthritis

Osteoporosis/Low Mineral Bone Density

Inflammation

Brain/Mental HealthSleep

Cognition

Mood

Depression

Focus

Cardiovascular Health

Circulation

Energy/Fatigue Reduction

Metabolic Syndrome/Blood Glucose

Liver Health

Energy

Immunity/Respiratory Infections

Nutrient Absorption

Skin-Hair-Nails

Atopic Dermatitis & Eczema

Acne

Rosacea

Hair Growth/Hair Loss

Skin Microbiome

Others

Sports

Women's Health

Fertility

Menopause

Pregnancy

PCOS

Vaginal Health & Health Vaginal Microbiome

Vaginal Infections (BV/VVC)

Pregnancy Outcomes

Others

Men's Health & Men's Fertility

Weight Management

Pediatric HealthColic

Constipation

Regurgitation

Atopic Dermatitis

Others

Others

By Age

Infant

Children

Adults

Seniors

By Distribution Channel

Supermarkets/Hypermarkets

Pharmacies and Drug Stores

Convenience Stores

Online Retailers

Other Distribution Channels

Key Developments

On February 5, 2024, Danone Canada's Silk announced the launch of its new protein plant-based yogurt featuring Canadian pea protein. With 12g of protein per 175g serving and a signature Greek-style thick texture, the new Silk plant-based yogurt is available in Key Lime and Vanilla flavors, delivering exceptional taste, consistency, and nutrition. Silk also introduces an improved recipe, new flavors, and sizes for its current range of coconut plant-based yogurts.

On May 21, 2024, Danone North America, one of the largest purpose-driven food and beverage companies, announced it has selected the 2023-2024 recipients of the Annual Gut Microbiome, Yogurt and Probiotic Fellowship Program. In 2024, Evan Chrisler of the University of Wisconsin-Madison and Arushana Maknojia of Baylor College of Medicine have been awarded $25,000 each to research to help further the understanding of the gut microbiome, yogurt, and probiotics. The 2023-2024 program marks twelve years and over half a million dollars' worth of grants awarded to empower creative research and further scientific advances in the microbiome space.

On August 21, 2023, Activia pioneer of probiotic yogurt in the Danone family of brands announced its first-ever They've Got Guts Forum. The public event will offer complimentary programming that promotes the importance of gut health amongst attendees while empowering them to live their best lives.

On August 2, 2021, Pillars Yogurt, LLC joined the burgeoning plant-based yogurt category with the launch of its innovation, Pillars Plant, an Organic Coconut Probiotic Yogurt. Pillars founder Eric Bonin spent three years developing the new dairy-free yogurt, which is hitting both Wegmans and Central Market shelves and will be rolling out to other retailers through the remainder of the year.

Why Purchase the Report?

To visualize the US and Canada probiotic food market segmentation based on type, ingredient, application, age, and distribution channel, as well as understand key commercial assets and players.

Identify commercial opportunities by analyzing trends and co-development.

Excel data sheet with numerous data points of US and Canada probiotic food market-level with all segments.

PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.

Product mapping available as excel consisting of key products of all the major players.

The US and Canada probiotic food market report would provide approximately 60 tables, 67 figures, and 127 pages.

Target Audience 2024

Manufacturers/ Buyers

Industry Investors/Investment Bankers

Research Professionals

Emerging Companies