Probiotics Market Trends and Messaging

Probiotics have enjoyed increasing popularity through the years. Within the category, diversification and innovation are particularly evident in pre- and probiotic combination products, fortified beverages, multiple-strain concoctions and specialty strains targeting specific conditions such as weight management. Because probiotics and their effects on health are complex, strategic and effective messaging is critical to bridge the gaps in consumer knowledge and keep consumers engaged and confident in the benefits of these live microorganisms. Takeaways include: *The probiotics market is predicted to exceed $64 billion by 2023. *American consumers aged 25 to 34 years tend to be most interested in probiotics. *Products containing pre- and probiotics are outpacing probiotics-only products in terms of growth.