From Probiotics to All-biotics! All-biotics attract 18 million online customer reviews as of December 2022

• Lumina tracks close to 5,700 products available for purchase through e-commerce. As the microbiome modulation toolkit continues to expand, Lumina’s research scope has expanded in line, from Probiotics to Pro + Pre + Post = All-biotics
• The global 9% growth of reviews in H2 2022 is driven by the developing e-commerce in Poland (reviews up by 53%), Vietnam (+42%) and Brazil (+34%)
• Key findings identify upcoming white spaces for brand development and also who is leading the pack at the moment

Who’s who

• Based on the reviews and ratings of products with declared proprietary strains on the label, IFF Health (formerly DuPont) strengthens its leadership, followed by Chr. Hansen. SynbioTech moves up the ranks to third place, followed by fast-rising Lallemand.
• Probiotical sees consecutive gains and makes the top 10 list of most reviewed suppliers.
• H&H Group is a clear leader in the online engagement

Download a summary of key findings from our data updates in 2022.