US and Canada Probiotic Food Supplements Market - 2024-2027

Report Overview

US and Canada Probiotic Food Supplement market recorded a value of US$ 3,062.39 million in 2023 and is expected to reach a value of US$ 4,587.69 million in 2027, growing at a CAGR of 10.87% during the forecast period (2024-2027).

The probiotic food supplement market in US and Canada is experiencing robust growth, driven by increasing consumer awareness of gut health and the overall benefits of probiotics. The North American probiotic supplement market has seen significant expansion recently, fueled by a rising emphasis on preventive healthcare as consumers seek natural solutions to enhance their well-being, boost immunity and manage digestive issues.

For instance, in 2024, AHIP and a coalition of preeminent public and private health organizations are launching Promoting Health Through Prevention (PHtP), a coordinated campaign to promote the availability of preventive services for no out-of-pocket cost under the Affordable Care Act. Proactive screenings for cancer, behavioral health conditions and heart disease, among other conditions, can help keep Americans of all ages healthy and identify potential problems early.

Moreover, in 2024, US Food and Drug Administration is announcing the launch of a new initiative, Home as a Health Care Hub, to help reimagine the home environment as an integral part of the health care system, to advance health equity for all people in US. Additionally, the rise of e-commerce platforms has transformed the retail landscape, making probiotic supplements more accessible to consumers. However, the market faces challenges, including short shelf life and stability issues, as well as a lack of consumer awareness and education regarding probiotics' benefits and proper use.

Market Drivers

Rising Consumer Awareness of Gut Health

Rising consumer awareness of gut health is a key factor driving the growth of the probiotic food supplement market in both US and Canada. Consumers are becoming more informed about the crucial role the gut microbiome plays in overall health, which includes digestion, immunity and even mental well-being. This shift in understanding has led to an increased demand for probiotic supplements as people seek to improve their gut health and prevent potential health issues.

For instance, in 2024, probiotic yogurt pioneer Activia launched the Gut Health Challenge which aims to promote education on how to take care of the gut. New research led by Activia reveals that many Canadians lack understanding about the impact of gut health on overall well-being, despite 60% of Canadians regularly thinking about their overall physical well-being and 53% regularly considering their mental well-being.

Additionally, in 2022, the American Gastroenterological Association (AGA) launched Trust Your Gut, an awareness campaign aimed at shortening the time from the onset of bowel symptoms to discussions with a health care provider. Trust Your Gut encourages patients to speak up about bowel symptoms, know their normal and seek help from their health care provider instead of taking matters into their own hands.

Thus, the rising consumer awareness of gut health in US and Canada is a critical driver of the probiotic food supplement market. Consumers are increasingly prioritizing their gut health as part of a preventive and holistic approach to overall well-being, supported by scientific research, personalized nutrition trends and the promotion of probiotics in the media. This growing awareness is expected to continue fueling market expansion as more people incorporate probiotics into their health routines.

Rising prevalence of chronic diseases

The rising prevalence of chronic diseases significantly drives the probiotic food supplement market in US and Canada, as more people seek preventive and complementary health solutions. Research has shown that gut health plays a critical role in the development and management of these diseases, leading consumers to turn to probiotics for support. Probiotics are known to improve digestion, boost the immune system and help maintain a balanced gut microbiome, which can mitigate some of the complications associated with chronic conditions.

Chronic conditions like diabetes, cardiovascular disease, obesity and gastrointestinal disorders (e.g., irritable bowel syndrome and inflammatory bowel disease) are becoming increasingly common in these regions. Research has shown that gut health plays a critical role in the development and management of these diseases, leading consumers to turn to probiotics for support.

For instance, according to the American Diabetes Association, in 2021, around 38.4 million Americans or 11.6% of the population, had diabetes and around 2 million Americans have type 1 diabetes, including about 304,000 children and adolescents. Additionally, according to the Heart and Stroke Foundation, around 9 in 10 Canadians have at least one risk factor for heart conditions, stroke or vascular cognitive impairment. One person dies in Canada every five minutes from heart conditions, stroke or vascular cognitive impairment.

Moreover, up to 70 million Americans are affected by gastrointestinal (GI) diseases each year twice as many people as those living with diabetes (34.2 million). Overall direct healthcare costs for GI diseases are estimated to be US$ 136 billion each year in US, more than heart disease (US$ 113bn) and mental health disorders (US$ 99bn). Thus above factors boost the market growth.

Market Restraints

Short Shelf Life and Stability Issues

Short shelf life and stability issues present significant challenges for the probiotic food supplement market in US and Canada, affecting both manufacturers and consumers. Probiotics are live microorganisms that are sensitive to environmental factors such as temperature, humidity and light exposure.

Consequently, many probiotic products have a limited shelf life, typically lasting from a few months to a year, depending on their formulation and storage conditions. This limited duration raises concerns about product viability, as the efficacy of probiotics can diminish over time, potentially lessening their health benefits.

For instance, probiotic supplement is not stored correctly such as being subjected to high temperatures during transportation or on store shelves they lose potency before reaching their expiration date. This instability can discourage consumers from purchasing probiotics, as they may doubt whether the product will deliver the promised health benefits.

Moreover, the requirement for special storage conditions, like refrigeration for specific probiotic strains, complicates distribution and retail options, limiting where and how these products can be sold. Manufacturers also face the challenge of ensuring that their products retain the necessary potency throughout their shelf life. The combination of short shelf life and stability issues can hinder market growth by undermining consumer confidence, increasing production costs and restricting distribution capabilities.

Market Segment Analysis

US and Canada probiotic food supplement market is segmented based on ingredients, dosage, application, age and distribution channel.

High Prevalence of Digestive Disorders in Gastrointestinal Health Segment

The gastrointestinal health segment holds the largest share of US and Canada probiotic food supplements market. The increasing incidence of digestive issues such as irritable bowel syndrome (IBS), bloating and constipation in US and Canada is driving demand for probiotic supplements targeting gastrointestinal health. This makes the gastrointestinal health segment a dominant force in the market.

Growing awareness of the importance of gut health in overall well-being is leading consumers to seek probiotic supplements to support digestion and improve the balance of gut microbiota. This rising awareness is a significant driver of market growth in the gastrointestinal health segment. Companies in the market are developing targeted probiotic formulations specifically designed to address gastrointestinal health, including products with strain-specific benefits for different digestive concerns. These innovations cater to diverse consumer needs and reinforce the market dominance of the gastrointestinal health segment.

For instance, in February 2022, Mimi's Rock Corp stated that its top-selling supplements brand, Dr. Tobias, is expanding its product selection with Digestive Enzymes with Prebiotics & Probiotics to support gut health developed to meet growing market demand in the digestive health space.

Sustainability Analysis

The sustainability analysis of US and Canada probiotic food supplements market reflects a growing shift toward environmentally conscious practices in response to consumer demand for both health and sustainability. As the probiotic segment expands, manufacturers are under increasing pressure to adopt eco-friendly approaches in sourcing, production and packaging.

A key aspect driving sustainability in the market is the trend toward plant-based and organic probiotic ingredients. Many consumers now prefer probiotics derived from natural sources such as fermented vegetables and dairy alternatives, which are perceived as more sustainable compared to synthetic or animal-based probiotics. This shift not only supports biodiversity but also reduces the environmental impact associated with animal agriculture.

Additionally, sustainable sourcing practices are gaining importance in the probiotic market. Manufacturers are focusing on responsibly harvested raw materials and supporting regenerative agricultural practices, which help restore ecosystems and reduce carbon footprints. This is particularly relevant as consumers become more aware of the environmental effects of traditional farming and production methods.

Eco-friendly packaging is another critical focus in the sustainability efforts of US and Canada probiotic food supplements market. Companies are investing in recyclable, biodegradable or compostable packaging options to minimize plastic waste. This aligns with consumer expectations for reduced environmental impact from the products they purchase, contributing to overall market differentiation.

Unmet Needs

The significant unmet need is the demand for clear and reliable information regarding the specific health benefits of various probiotic strains. While consumers are increasingly aware of probiotics, many lack understanding about which strains are effective for specific health concerns, such as digestive health, immune support or mental well-being. This confusion is exacerbated by the wide variety of products available, often lacking clear labeling or education on strain efficacy and usage guidelines.

Many probiotic supplements struggle with stability issues, leading to diminished potency over time. Consumers are concerned about the viability of the live cultures in these products, which can deter purchases. There is an opportunity for manufacturers to invest in research and development to create more resilient formulations that maintain efficacy throughout their shelf life.

Additionally, there is a gap in products specifically designed for niche demographics, such as children, seniors, pregnant women and individuals with specific health conditions. Each of these groups has unique health needs that may not be adequately addressed by general probiotic supplements.

Moreover, the market would benefit from a stronger emphasis on sustainability and ethical sourcing of ingredients. As consumers become more environmentally conscious, there is a demand for probiotics that align with sustainable practices, including eco-friendly packaging and responsible ingredient sourcing.

Market Competitive Landscape

The major players in the market include PanTheryx, Inc., LoveBug Probiotics., EquiLife, Inc., DrFormulas, NOW Health Group, Inc., Vital Nutrients(RHG & Company, Inc.), ProHealth, Inc., Procter & Gamble, The Clorox Company, Pharmavite LLC, BIOHM Health LLC, Church & Dwight Co., Inc., i-Health, Inc., WN Pharmaceuticals Ltd., New Roots Herbal inc., Living Alchemy Ltd., Genuine Health Inc., Jamieson Wellness Inc. organika Health Products, R&J Nutritionals O/A Vitatree and among others.

By Ingredient

Lactobacillus

Streptococcus

Bifidobacterium

Others

By Dosage

Tablet

Capsules

Liquid

Powder

Others

Chewables & Gummies

Soft Gels

Others

By Application

Gastrointestinal Health

Gut Microbiota/Microbiome Balance

Digestion

Constipation

Bloating

Diarrhea

Leaky Gut

Inflammation

Immune System

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 Health

Sleep

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 Channels

Supermarkets/Hypermarkets

Pharmacies and Drug Stores

Convenience Stores

Online Retailers

Other Distribution Channels

Key Developments

In November 2023, Lallemand Health Solutions, a supplier of probiotic yeast and bacteria-based formulas, acquired Dietary Pros Inc. (Wausau, WI), a US-based contract manufacturer of probiotic products. Having a US-based manufacturing facility adds flexibility to the company's day-to-day operations and expands the production capacity.

In February 2022, Mimi's Rock Corp, stated that its top-selling supplements brand, Dr. Tobias, is expanding its product selection with Digestive Enzymes with Prebiotics & Probiotics to support gut health developed to meet growing market demand in the digestive health space.

In April 2021, Bausch Health Companies Inc, stated that US launched its novel daily over-the-counter probiotic supplement, ENVIVE. ENVIVE is shown to help reduce the severity and frequency of five occasional gastrointestinal (GI) symptoms - diarrhea, constipation, gas, bloating and discomfort - and help strengthen and protect the digestive system by strengthening the gut barrier.

Why Purchase the Report?

To visualize US and Canada probiotic food supplement market segmentation based on ingredient, dosage, 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 supplement 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.

US and Canada probiotic food supplement report would provide approximately 75 tables, 69 figures and 154 pages.

Target Audience 2024

Manufacturers/ Buyers

Industry Investors/Investment Bankers

Research Professionals

Emerging Companies