Probi operates in the global health market. The company provides top-quality probiotics for food,and pharmaceutical companies. These companies in turn offer their customers probiotics in the form of functional food or dietary supplements.

The market for probiotic products is relatively heterogeneous. Levels of consumption and maturity vary greatly between markets. The total consumption of probiotic food and dietary supplements per capita is highest in Japan, due to a long tradition and an effective regulatory framework for health products.
In 2010, Japan’s annual per capita consumption was estimated at USD 40, followed closely by Spain, South Korea and Italy. In 2010, Italy was the largest single market for probiotic dietary supplements with a consumption of USD 8 per capita, followed closely by Japan, Belgium, Taiwan and the US. The North
American market is still considered relatively undeveloped.

In 2011, the global market for probiotic-based functional food amounted to more than USD 25 billion in the consumer sector with annual growth of 9-11%. Single product categories such as yoghurt (excluding drinking yoghurt) are expected to grow approximately 15-20%.

The global market for probiotic dietary supplements generated approximately USD 2.4 billion in the consumer sector and is expected to grow 8-10% on an annual basis.

For ingredient suppliers, the demand for probiotics is great. In the coming five-year period, the market is expected to grow more than 35%. The market is primarily driven by Asia today, but consumption in the US is expected to exceed demand by more than 60% during the same period.