Self-care has become a growing priority over the past several years, including the increasing connection consumers see between gut health and overall well-being. As a result, probiotic sales have grown to represent about 9% of U.S. vitamin sales.

Circana’s new report, “U.S. Probiotics Update: August 2023,” looks at trends in supplements, foods, and beverages with probiotic benefits — including relevant shopper insights and an outlook for growth.


  • Post-pandemic, 94% of Americans indicate that they prioritize their health and wellness.
  • 90% of probiotics are sold in the mineral supplement subcategory of vitamins. Probiotics have a compound annual growth rate of 3.4% over the past three years.
  • The mass channel leads with 37% of total multi-outlet probiotic sales, followed by the drug and food channels.
  • Consumer interest in immunity is creating more opportunities for probiotics, prebiotics, and postbiotics. Prebiotics, associated with a healthy gut, lead category sales.
  • While capsules remain the top supplement carrier, vegicaps and gummies have faster growth rates.
  • Recent category innovation is focused on women’s health, but men’s health is also a growth opportunity.