Probi’s market

Probiotic market

In 2012, the global market for probiotics/probiotic food amounted to SEK 172 billion, and is expected to be worth SEK 228 billion by 20171. Europe and parts of Asia are considered the mature markets and are also the regions that have shown greatest demand during recent years. Due to a rising population and greater prosperity, Asia is the region where demand is expected to grow most in coming years.

Positive growth is also expected in less developed markets, such as Brazil and North America, in the future. Food products in the form of yoghurt and drinks dominate the global probiotics market, and dairy products continue to hold the strongest position. Surveys show that probiotic juices remain an underdeveloped market with strong growth expectations. The dietary supplement market represents about one-tenth of the food market, but stronger growth is expected in coming years.

1) Euromonitor 2013

Trends and Drivers

The strong global health trend continues, driven by greater health awareness and increasing welfare problems such as excess weight, obesity, diabetes and stress. The market is also impacted by an age shift, and welfare systems are not fully equipped for this challenge. In turn, this is leading to greater interest in self-care.

The growing numbers of elderly people form a group with strong purchasing power, but younger groups are also spending money on functional food products. Accordingly, many food and pharmaceutical companies are launching products that are designed for middle-aged and older consumers.

Another strong driver is rising average incomes, due to strong economic conditions, primarily in certain Asian markets. Despite financial uncertainty, people with good incomes will continue to invest in their health.