SUMMARY

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.

HIGHLIGHTS

1. Post-pandemic, 94% of Americans indicate that they prioritize their health and wellness.

2. 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.

3. The mass channel leads with 37% of total multi-outlet probiotic sales, followed by the drug and food channels.

4. Consumer interest in immunity is creating more opportunities for probiotics, prebiotics, and postbiotics. Prebiotics, associated with a healthy gut, lead category sales.

5. While capsules remain the top supplement carrier, vegicaps and gummies have faster growth rates.

6. Recent category innovation is focused on women’s health, but men’s health is also a growth opportunity.

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