Probiotics

Poised for Solid Growth, Probiotics Appeal to a Variety of Consumers and Health Issues

Over the past several years, the U.S. market for probiotics has emerged as one of the fastest growing consumer healthcare markets, consistently achieving double-digit sales growth. In 2015, according to our recently published Nonprescription Drugs USA and Natural OTCs: Impact of Non-drug Products on the U.S. OTC Market studies, the total market for probiotics is estimated at over $530 million, up above 15% since 2014. It is not uncommon for the category and some brands to achieve sales growth of 15% to 25% on a year-over-year basis. These high growth rates have been sustained by increased consumer awareness and more chronic use as consumers see the value in taking probiotics to increase their immunity rather than just help treat episodic digestive ailments. Furthermore, compared to more traditional digestive products, probiotics have relatively high retail price points, which helps drive overall sales for this market segment.Continue reading