Circana provides view of U.S. probiotics market

Self-care has become a growing priority over the past several years, including the increasing connection consumers see between gut health and overall well-being. As a result, probiotic sales have grown to represent about 9% of U.S. vitamin sales.

This finding comes from Circana’s latest report, “U.S. Probiotics Update: August 2023,” which looks at trends in supplements, foods and beverages with probiotic benefits — including relevant shopper insights and an outlook for growth.

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Among the highlights of the report:

• Post-pandemic, 94% of Americans indicate that they prioritize their health and wellness;
• 90% of probiotics are sold in the mineral supplement subcategory of vitamins. Probiotics have a compound annual growth rate of 3.4% over the past three years;
• Consumer interest in immunity is creating more opportunities for probiotics, prebiotics and postbiotics. Prebiotics, associated with a healthy gut, lead category sales;
• Probiotics are predominantly found within the vitamin category; 90% of probiotics are in the vitamin subcategory of mineral supplements. Vitamin sales in 2022 had a three-year compound annual growth rate of 7.8%, while probiotics had a three-year CAGR of 3.4% for the same period.

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• Household penetration of probiotics products grew to 16.5% in 2022 from 15.5% in 2019. Buy rate increased to $69 vs. $60 in 2019.
• The mass channel represents 37% of total multi-outlet sales, followed by drug and food. Additionally, e-commerce represents about $600 million in annual sales, nearly double the sales of 2019; 
• Consumers turn to pre- and probiotics for everything from constipation to vaginal care. Prebiotics, associated with a healthy gut, lead probiotic sales. Probiotics can be further positioned as a pre-emptive and maintenance solution for overall wellness;
• While capsules remain the top supplement carrier, vegicaps and gummies exhibit faster growth rates. Consumers want an easier way to ingest probiotics; and
• Recent innovation is focused on women’s health, but men’s health is also a growth opportunity.