The global probiotics market is exploding as more and more people around the world learn about the myriad health benefits of probiotic foods and supplements. In a recent presentation, George Paraskevakos, president of the International Probiotics Association, shared an overview of the global probiotics market, including interesting insight on consumer demographics.
Both probiotic foods and supplements are becoming more sought after. At the moment, consumers are primarily adults; however, probiotics are increasingly being developed for children and pets as well.
As sales of probiotics continue to grow, so does the demographic diversity of the consumers purchasing them. At the moment, the 33 million probiotic consumers are typically between the ages of 25-65 years old. However, as information and understanding of the health benefits of probiotics spread, so too does the consumption.
In the US, consumers are consistently reporting that probiotics have a positive impact on their health. As a result, national awareness of probiotics is climbing steadily, with 76% of healthy consumers saying they were aware of the benefits of probiotics in 2017. The US market is unique in that nearly 30% of probiotic consumers choose supplements over natural foods like yogurt, as opposed to the next closest market, the EU, where only 14% of consumers chose to take their probiotics in the form of supplements.
Consumer habits are starkly divided by age and sex, with 85% of women between 45-54 years of age saying that probiotics had a positive impact on their health as opposed to 66% of men between the ages of 55-64. The demographic sweet spot in terms of consumers are parents aged 25-34 and making more than $100,000 per year. Nearly 75% of these parents reported interest in, or active purchasing of, probiotics.
Thanks to this parent demographic, children have become a focus of probiotic innovation, along with nutritional products for pets that contain probiotics.
Even though 65% of current consumers are middle aged women, all age groups across the board are seeing an increase as these consumers share their knowledge, and their probiotics, with their children and parents. As a result, products containing probiotics continue to grow in popularity as consumers buy them more regularly, so much so that the probiotic industry is projected to nearly double up to $64 Billion by 2023.
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