Market data

The Probiotic market overview


The global market continues to grow, especially for dairy products and dietary supplements, but projections indicate that the growth of the probiotics market in the EU  has slowed down, compared to other markets (source IPA Europe elaboration from Euromonitor data).

In 2019, total sales of probiotic supplements, probiotic yoghurt and sour-milk products on the EU market were equal to $ 10.217,6 million USD. The EU was the top global market for probiotic yoghurt and supplement sales until 2009, but now ranks only third in sales, after China and the US.

The global probiotics market, for both foods and supplements, continues to grow from one year to the next, confirming the positive trend. The year 2018 closed at USD $ 43.8 billion, in 2019 the market reached USD $44.8  billion, and forecasts indicate a 4% growth YoY on average for the period 2019-2024.


Available information and higher awareness of the wide range of probiotics are driving the market 


Probiotics are consumed in many ways and forms, and consumer preferences vary, depending on the demographic trends, dietary habits and lifestyle, but they are also influenced by the possibility to actually identify the products that contain probiotics which fit their needs.

This is not easy for consumers based in the European Union, where there is no harmonised framework or a description of the probiotic category. Consequently, there are different approaches to mention the presence of probiotic microorganisms from one country to another.


Probiotic Supplements 


The global market of probiotic supplements reached $ 6,076.2 M USD in 2019, with an increase of around $300 Million USD from the previous year. The USA represents the number one market (2,254.2 US $ Million in 2019) with a growth forecast of 0.9% for the period 2019-2024.

Asia Pacific also confirmed a positive evolution in 2019 with $ 1.591,6 USD million total sales.  China is also a large probiotic supplement market (620.4 US $ Million) with a forecasted growth of 11.2% for the period 2019-2024.

The European probiotic supplement market was $1,654.3 Million US in 2019 – close to a third of the global consumption. As a whole, the expected growth rate for the period 2019-2024 in Europe is lower compared to the world’s projected 4% CAGR. Italy Germany and France together represent 45,5% of the EU sales, while a stagnation in sales is expected for the considered period. Italy is the largest market for probiotic supplements in Europe ($ 641,8 million USD) and the second largest market size in the world, second only to the US, but the growth rate has slowed down in the past 5 years and will continue to be low.


Functional/Fortified (FF) Probiotic Yoghurts (Plain, Flavoured & Drinking yoghurts fortified with probiotics) 


The global market reached $31,107.9 Million USD in 2019, of which $ 5432,4 million (17.5%) are the total sales in Europe. The overall market of these products is projected to increase for the period 2019-2024, with growth driven by Asia Pacific. The forecast for US and Western Europe indicates a decline (respectively of -2,1% for North America and -0,3% for Western Europe). Eastern Europe is still showing positive trend, even if the volumes are limited ($1,156.1 million in 2019).

Spain, with $ 716.5 M in 2019 represents the first European market, followed by Germany ($ 482.2), Italy ($ 482 million) and France ($ 459.1 million).


Sour Milk 


The sour milk products market is dynamic, due to the changes in consumer preferences, and is expected to increase. The global market of sour milk products reached $6,617.1 million USD in 2019.

Europe is made of many well-developed sour milk product markets spread across the East and West ($ 3,130.9 M in 2019). The continent makes up over 47% of sour milk products spend globally. Although several markets are expected to stagnate or decline, overall European growth is expected to be positive in the forecast.

Market data 2019

Market data 2018