North America Probiotics Market
North America Probiotics Market by Product Type (Functional Food & Beverages, Dietary Supplements, and Feed), Ingredient (Bacteria and Yeast), End User (Human and Animal), Distribution Channel, and Region - Global Forecast to 2030
OVERVIEW
Source: Secondary Research, Interviews with Experts, MarketsandMarkets Analysis
The North America probiotics market is projected to reach USD 21.92 billion by 2030 from USD 14.78 billion in 2025, at a CAGR of 8.2% from 2025 to 2030. The market is expanding due to growing consumer focus on digestive wellness, immune health, and the broader preventive-nutrition trend across the region. Demand for clinically validated probiotics continues to rise as manufacturers incorporate them into foods, beverages, dietary supplements, and functional snacks tailored to specific health outcomes. Adoption of scientifically supported probiotic formulations is increasing, supported by strong retail penetration, extensive product innovation, and heightened awareness driven by healthcare professionals. Market growth is further strengthened by advances in stability, delivery formats, and research linking the gut microbiome to metabolic, cognitive, and overall health.
KEY TAKEAWAYS
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BY COUNTRYThe US probiotics market is projected to register the highest CAGR of 8.1% during the forecast period.
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BY PRODUCT TYPEBy product type, the functional food & beverage segment is estimated to hold a significant market share of 74.59%.
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BY INGREDIENTBy ingredient, the yeast segment is projected to grow at the highest rate from 2025 to 2030.
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BY DISTRIBUTION CHANNELBy distribution channel, the online segment is projected to witness the fastest growth during the forecast period.
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BY END USERBy end user, the human segment is estimated to dominate the market. It is also projected to register the highest CAGR of 7.1%.
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COMPETITIVE LANDSCAPEADM, Probi USA Inc., Danone North America Public Benefit Corporation, International Flavors & Fragrances Inc., and Nestlé USA were identified as leading players in the North America probiotics market, supported by their strong product portfolios.
The North America probiotics market is poised for steady growth, supported by rising demand for products that promote digestive wellness and immune support. Increasing use of probiotics across foods, beverages, and supplements, along with greater consumer awareness of gut health, is strengthening market momentum. Innovation in convenient and shelf-stable formats, paired with expanding retail availability, is further driving adoption. Continued investment in evidence-based probiotic solutions is expected to support long-term market development.
TRENDS & DISRUPTIONS IMPACTING CUSTOMERS' CUSTOMERS
The North America probiotics market is experiencing notable shifts driven by the rise of non-dairy and plant-based probiotic formats, the expansion of shelf-stable products, and growing consumer interest in multifunctional wellness solutions. Innovation in convenient delivery forms such as gummies, shots, and functional snacks is reshaping category engagement, while digital retail channels accelerate access to specialized probiotic offerings. At the same time, increasing scrutiny on product claims and heightened demand for clinically supported formulations are prompting companies to refine positioning and invest in quality differentiation. These developments are redefining competitive strategies and influencing future market direction.
Source: Secondary Research, Interviews with Experts, MarketsandMarkets Analysis
MARKET DYNAMICS
Level
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Rising consumer focus on digestive wellness and immune health
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Expansion of probiotic-enriched product formats
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Viability and stability limitations across different delivery formats
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Regulatory scrutiny around health claims and labeling
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Expansion through personalized and targeted wellness solutions
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Growth of plant-based and non-dairy probiotic categories
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Intensifying competition from emerging functional ingredients
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Supply chain pressures for high-quality, clinically supported ingredients
Source: Secondary Research, Interviews with Experts, MarketsandMarkets Analysis
Driver: Rising consumer focus on digestive wellness and immune health
A major driver of the North America probiotics market is the growing consumer emphasis on maintaining digestive balance and supporting immune function through everyday nutrition. Probiotics are increasingly incorporated into routine wellness habits as shoppers seek convenient, food-based approaches to health management. This shift is further reinforced by strong retail availability of probiotic yogurts, beverages, and supplements, which encourages consistent use and broadens market engagement.
Restraint: Viability and stability limitations across different delivery formats
One of the key restraints in the probiotic market is the challenge of maintaining live cultures throughout processing, storage, and consumption. Temperature fluctuations, moisture exposure, and formulation conditions can reduce the functional effectiveness of probiotics in certain foods and beverages. These stability concerns limit flexibility in product development and may restrict adoption in categories where maintaining viability is difficult.
Opportunity: Expansion through personalized and targeted wellness solutions
A significant opportunity for the probiotics market lies in developing products tailored to specific wellness needs such as digestive comfort, women’s health, metabolic support, and immune maintenance. As consumers increasingly seek individualized approaches, brands can differentiate through clear benefit positioning and specialized formulations. This aligns well with North America’s growing interest in customized nutrition and supports premium product growth across retail and e-commerce channels.
Challenge: Intensifying competition from emerging functional ingredients
A key challenge for the probiotics market is the rising competition from other gut-health ingredients, including prebiotics, postbiotics, and dietary fibers. These alternatives offer stability advantages and are often easier to incorporate into diverse product formats, prompting companies to strengthen product differentiation. As functional ingredient portfolios expand, probiotic brands must work harder to maintain visibility and communicate clear value to consumers.
NORTH AMERICA PROBIOTICS MARKET: COMMERCIAL USE CASES ACROSS INDUSTRIES
| COMPANY | USE CASE DESCRIPTION | BENEFITS |
|---|---|---|
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Uses probiotics in yogurt and dairy-alternative products to support everyday digestive wellness across mainstream retail categories | Provides consumers with convenient daily options that help maintain digestive balance |
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Incorporates probiotics into yogurt cups and drinkable products aimed at promoting general wellness through accessible food formats | Delivers familiar, easy-to-consume foods that support routine gut health |
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Adds probiotics to kefir beverages for consumers seeking functional nutrition aligned with digestive and immune support | Offers nutrient-rich, ready-to-drink options that enhance digestive comfort |
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Integrates probiotics into select breakfast and snack products to expand functional nutrition beyond dairy categories | Enables convenient, everyday consumption of probiotics through shelf-stable formats |
Logos and trademarks shown above are the property of their respective owners. Their use here is for informational and illustrative purposes only.
MARKET ECOSYSTEM
The North America probiotics market ecosystem includes food and beverage companies and supplement manufacturers that integrate probiotics into consumer products, supported by retailers and online platforms that ensure market reach. Regulatory agencies oversee labeling and health claim compliance, while research institutions and product developers advance formulation technologies. Healthcare professionals and nutrition advisors further influence consumer adoption. This ecosystem is driven by innovation, regulatory oversight, and growing demand for accessible digestive and immune health solutions.
Logos and trademarks shown above are the property of their respective owners. Their use here is for informational and illustrative purposes only.
MARKET SEGMENTS
Source: Secondary Research, Interviews with Experts, MarketsandMarkets Analysis
North America probiotics market, By Product Type
The functional food & beverage segment holds a significant share of the North America probiotics market, supported by strong consumption of probiotic yogurts, fermented dairy alternatives, and fortified beverages. These products benefit from high retail visibility and daily-use positioning, making them the preferred choice for consumers integrating probiotic intake into routine nutrition.
North America probiotics market, By Ingredient
By ingredient, the yeast segment is projected to grow at the fastest rate, driven by its stability advantages and suitability for bakery, beverage, and supplement applications. Yeast-based probiotics offer improved survival in varied processing and storage conditions, expanding their use in shelf-stable and non-dairy products across the region.
North America probiotics market, By Distribution Channel
By distribution channel, the online segment is projected to exhibit the fastest growth during the forecast period, supported by expanding e-commerce penetration, subscription-based supplement purchasing, and consumer preference for convenient access to specialized probiotic products. Digital platforms also facilitate broader brand visibility and targeted wellness marketing.
North America Probiotic Market, By End User
By end user, the human segment is expected to dominate the market, growing at the highest rate due to rising demand for digestive and immune health solutions across adults, children, and seniors. Increased consumer awareness, healthcare practitioner recommendations, and product innovation across food, beverage, and supplement formats reinforce this segment’s leadership.
REGION
US to be fastest-growing country in North America probiotics market during forecast period
The US is anticipated to be the fastest-growing market for probiotics in the North American region during the forecast period, supported by strong consumer interest in digestive wellness, immunity, and functional nutrition. Growth is reinforced by high demand for probiotic-fortified foods, beverages, and supplements, along with expanding adoption of non-dairy and shelf-stable formats. The country’s advanced retail infrastructure, rising e-commerce penetration, and increasing influence of healthcare professionals further accelerate market momentum. Continued investment in product innovation, labeling compliance, and science-backed wellness solutions is expected to boost the expansion of the probiotic market in the US.
NORTH AMERICA PROBIOTICS MARKET: COMPANY EVALUATION MATRIX
A competitive landscape framework for the North America probiotics market classifies companies as Stars, Emerging Leaders, Participants, or Pervasive Players based on their innovation capabilities, market reach, and growth prospects. ADM is positioned as a Star player, reflecting its expanding probiotic portfolio, strong R&D capabilities, and broad integration across functional foods, beverages, and supplements. Kevita is identified as an Emerging Leader, supported by its focus on probiotic beverages and growing presence in refrigerated functional drink categories. Participants generally represent niche or regional players, while Pervasive Players maintain a broad market presence with established portfolios but limited innovation momentum.
Source: Secondary Research, Interviews with Experts, MarketsandMarkets Analysis
KEY MARKET PLAYERS
- ADM (US)
- Probi USA Inc. (US)
- Danone North America Public Benefit Corporation (US)
- International Flavors & Fragrances Inc. (US)
- Nestle USA (US)
- Lifeway Foods , Inc. (US)
- Lactalis American Group, Inc. (US)
- Kevita (US)
- Nature’s Bounty (US)
- Renewlife (US
- Garden of Life (US)
- Jarrow Formulas, Inc. (US)
- Now Foods (US)
- Kerry Group plc (Ireland)
- Chobani, LLC. (US)
MARKET SCOPE
| REPORT METRIC | DETAILS |
|---|---|
| Market Size in 2024 (Value) | USD 13.74 Billion |
| Market Forecast in 2030 (value) | USD 21.92 Billion |
| Growth Rate | CAGR of 8.2% during 2025-2030 |
| Years Considered | 2020-2030 |
| Base Year | 2024 |
| Forecast Period | 2025-2030 |
| Units Considered | Value (USD Million/Billion), Volume (Kilotons) |
| Report Coverage | Revenue forecast, company ranking, competitive landscape, growth factors, and trends. |
| Segments Covered |
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| Countries Covered | US, Canada, Mexico |
WHAT IS IN IT FOR YOU: NORTH AMERICA PROBIOTICS MARKET REPORT CONTENT GUIDE
DELIVERED CUSTOMIZATIONS
We have successfully delivered the following deep-dive customizations:
| CLIENT REQUEST | CUSTOMIZATION DELIVERED | VALUE ADDS |
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| Probiotic Ingredients Market |
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| US Digestive Health Enzymes |
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| Feed Yeast Market |
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RECENT DEVELOPMENTS
- June 2025 : Lifeway Foods, Inc. expanded the distribution of its kefir and farmer cheese probiotic products into major US retailers, including Amazon Fresh, BJ’s Wholesale Club, and CVS.
- April 2023 : ADM partnered with Brightseed to explore interactions between dietary bioactives and the gut microbiome, aiming to develop evidence-based synbiotic products for human nutrition.
- November 2021 : ADM completed its acquisition of Deerland Probiotics & Enzymes, adding probiotic, prebiotic, and enzyme technologies to its Health & Wellness portfolio.
- August 2021 : Nestlé Health Science completed its acquisition of Supplement Brands from The Bountiful Company, gaining major North American probiotic/VMS brands.
Table of Contents
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Methodology
This research involves the extensive use of secondary sources; directories; and databases (Bloomberg and Factiva) to identify and collect information useful for a technical, market-oriented, and commercial study of the North America Probiotics Market. In-depth interviews were conducted with various primary respondents, such as key industry participants, Subject Matter Experts (SMEs), C-level executives of key market players, and industry consultants, to obtain and verify critical qualitative and quantitative information and to assess prospects.
Secondary Research
In the secondary research process, various sources, such as the Food and Agricultural Organization (FAO), United States Department of Agriculture (USDA), U.S. Food and Drug Administration (FDA) U.S. Food and Drug Administration (FDA), European Food Safety Authority (EFSA), World Health Organization (WHO), Consumer Healthcare Products Association (CHPA), European Federation of Associations of Health Product Manufacturers (EHPM), Canadian Health Food Association (CHFA), and Health Food Manufacturers' Association (HFMA), associations were referred to identify and collect information for this study. The secondary sources also include journals, press releases, investor presentations of companies, whitepapers, certified publications, articles by recognized authors and regulatory bodies, trade directories, and paid databases.
Primary Research
The North America Probiotics Market encompasses various stakeholders involved in the supply chain, raw material manufacturers, raw material suppliers, regulatory organizations, and research institutions. To gather comprehensive information, primary sources from both the supply and demand sides were engaged. Primary interviewees from the supply side consisted of manufacturers, distributors, importers, and technology providers involved in the production and distribution of Probiotics. On the demand side, key opinion leaders, executives, and CEOs of companies in the Probiotics industry were approached through questionnaires, emails, and telephonic interviews. This approach ensured a comprehensive and well-rounded understanding of the North America Probiotics Market from various perspectives.
Market Size Estimation
The top-down and bottom-up approaches were used to estimate and validate the market’s and various dependent submarkets’ size. The research methodology used to estimate the market size includes extensive secondary research of key players, reports, reviews, and newsletters of top market players, along with extensive interviews from leaders, such as CEOs, directors, and marketing executives.
Global North America Probiotics Market: Data Triangluation
After arriving at the overall size from the market size estimation process explained above, the total market was split into several segments and subsegments. The data triangulation and market breakdown procedures explained below were implemented, wherever applicable, to complete the overall market engineering process and arrive at the exact statistics for various market segments and subsegments. The data was triangulated by studying various factors and trends from the demand and supply sides. Along with this, the market size was validated using both the top-down and bottom-up approaches.
Market Definition
The joint Food and Agriculture Organization (FAO)/World Health Organization (WHO) working group defines probiotics as “live micro-organisms, which when administered in adequate amounts confer a health benefit on the host” (FAO/ WHO, 2001).
Probiotics are living microorganisms that have been shown to provide specific health benefits to consumers. They are known to support gut health and help in running the digestive system smoothly. Yogurt is one of the prime natural sources of probiotics.
According to the National Center for Complementary and Integrative Health, “Probiotics are live microorganisms that are intended to have health benefits when consumed or applied to the body.” The major function of probiotics is to maintain a healthy balance in the body. Several types of microorganisms are present in probiotics, and they may have different effects on the body. The most common bacteria belong to the group called Lactobacillus and Bifidobacterium.
Key Stakeholders
- Manufacturers, Importers and Exporters, Traders, Distributors, and Suppliers of Probiotics
- Nutraceutical Manufacturers
- Food Processors and Manufacturers
- Government and Research Organizations
- Trade Associations and Industry Bodies
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Regulatory bodies and associations are as follows:
- Food Agriculture Organization (FAO)
- World Health Organization (WHO)
- International Dairy Federation (IDF)
- European Food & Feed Cultures Association (EFFCA)
- National Yogurt Association (NYA)
- International Scientific Association for Probiotics and Prebiotics (ISAPP)
- International Probiotics Association (IPA)
- Council for Responsible Nutrition (CRN)
- National Yogurt Association (NYA)
- International Frozen Yogurt Association (IFYA)
- American Nutrition Association (ANA)
Report Objectives
- To define, segment, and project the global market for Probiotics on the basis of product type, ingredient, distribution channel, end user, and region
- To provide detailed information regarding the key factors influencing the growth of the market (drivers, restraints, opportunities, and industry-specific challenges)
- To strategically analyze the micro markets with respect to individual growth trends, future prospects, and their contribution to the total market
- To analyze the opportunities in the market for stakeholders and provide a competitive landscape of the market leaders
- To project the size of the market and its submarkets, in terms of value with respect to the regions (along with the key countries)
- To strategically profile the key players and comprehensively analyze their market position and core competencies
- To analyze competitive developments in the North America Probiotics Market, including joint ventures, mergers & acquisitions, new product developments, and research & development activities
Available Customizations:
With the given market data, MarketsandMarkets offers customizations according to company-specific scientific needs.
The following customization options are available for the report:
Product Analysis
- Product Matrix, which gives a detailed comparison of the product portfolio of each company
Geographic Analysis
With the given market data, MarketsandMarkets offers customizations according to company-specific scientific needs.
- Further breakdown of the Rest of the European North America Probiotics Market, by key country
- Further breakdown of the Rest of the Asia Pacific North America Probiotics Market, by key country
- Further breakdown of the Rest of South America North America Probiotics Market, by key country
Company Information
- Detailed analyses and profiling of additional market players
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Growth opportunities and latent adjacency in North America Probiotics Market