Growing consumer awareness of probiotics and their functional health benefits has led to considerable expansion in the global probiotics market. It is vital to keep track of scientific breakthroughs, regulation and proprietary ingredients in order to make successful business decisions. Our data includes probiotic supplements, juice, cosmetics and kombucha – capturing 1,400 brands and over 3,100 brand variants from 25 countries.

Companies we work with:

4 million+ reviews
Taken from leading online retailers and manufacturers' eCommerce platforms.
1,400+ brands
Data from over 1,400 brands and over 3,100 brand variants.
40+ species
Captured in our data, with a further deep-dive into proprietary strains.
Product data
Including dosage, delivery technologies, clean label and more.

Did you know?

South Korea most engaged

When China is excluded, South Korea dominates the online review space with 337k reviews collected from the country.

Key areas

After digestion, immunity & wellness skin & women’s health are key areas globally for probiotics, presenting massive opportunity.

Soy free
Wheat free
Nut free
Sugar free
Lactose free

US 45% soy free

45% of captured probiotic supplements in the US are free from soy, further demonstrating the rising popularity of free from products.

Source: Lumina Intelligence, January 2020. Probiotic categories include: supplements, kombucha, probiotic juice and cosmetics. ‘Global’ refers to data collected from 25 countries over 5 continents.


The Rise of Psychobiotics: How and why these new probiotics are conquering the world.  Assesses the future impact of probiotics targeted at the gut-brain axis, how they are received by consumers and what strategies brands may adopt in positioning and promoting these products to their potential audience…


October 2019

Probiotic e-commerce: Market size & company share insights

Ewa Hudson Lumina Intelligence

The ultimate overview of the probiotic e-commerce. In this report, Lumina Intelligence delivers a country-by-country data dive into our comprehensive e-commerce probiotic supplement data, with 20 markets analysed. Includes market sizes and movements – defined and ranked, market share for top brands, keys to understanding reviews and ratings, breakdown of major e-tailers and the rise of product removals, analysis of brand-by-brand marketing strategies, the influence of regulations and demographic drill downs. The report includes actual data from 2018 and a forecast for 2019.

Ewa Hudson

May 2020

Immunity, inflammation, oral health and respiratory probiotics

Ewa Hudson Lumina Intelligence

For this report, Lumina Intelligence considered probiotics positioned only to support immunity, inflammation, oral health and respiratory. This included 1116 products in 25 countries on five continents across probiotic supplements, juice, kombucha and cosmetics.
This report provides a top line market overview highlighting countries with the largest prevalence of such probiotic products and corresponding online customer engagement.

Ewa Hudson

Jordi Riera AB-Biotics
Jordi Riera
Chief Business Development Officer

To track probiotic ecommerce, this is the best tool we’ve tried. At the end of the day, it covers a lot of countries and products without losing accuracy. We always keep an eye on Lumina for anticipating the trends in probiotics. We have a very broad pipeline of development and always need to prioritise – we rely on these trend reports to sometimes decide on what we develop first.

Silvia Castegnaro ROELMI HPC
Silvia Castegnaro
Product Manager

Lumina Intelligence helped me understand better probiotic supplement position not only at a global level but also going deeper, showing the trends related to a specific country region. It is a really completed platform that gives you an idea of the probiotic market, not only for supplements, but also for fermented food and cosmetics.

Daniel Ramon Calvo ADM
Daniel R. Calvo
Global Marketing Specialist B2B Microbiome Solutions

Lumina provides us which some key differentiating elements which are really useful for us. For example, which suppliers are behind each one of the already existing products on the market. With Lumina we get real data and the confidence that the people working behind the data are people that know the market. This, given the situation in the probiotics market nowadays, is really quite unique.

Irene Atlantia Foods
Irene Cisma Diaz
Atlantia Food Trials
Marketing Executive

I would strongly recommend Lumina for any company within the probiotics and sports nutrition sector, as well as any other related company operating in those markets. The tool offers integrated and quality information needed to take efficient decisions and hence, compete in these highly dynamic markets.

Tommaso CSL
Tommaso Spinelli
Centro Sperimentale del Latte
Business Analyst

We were seeking a way to evaluate the probiotics market in terms of market value, products, product labelling, strains used, and how developing trends differ by target population and application. Lumina Intelligence has provided us with the data to do this. We can now better evaluate the direction of trends and different applications based on target populations; it’s become a critical tool for us.

Cosmetics Design Interviews Ewa Hudson

LATEST NEWS from our blog

Sign up to the Lumina Intelligence mailing list

Get free whitepapers, webinars, news and insights. We never share your contact details with 3rd parties. 

Lumina Intelligence may use your contact data to keep you informed of its products and services by email. You can withdraw your marketing consent at any time by clicking the unsubscribe link in such email or by sending an email to More information on our processing can be found in our Privacy Notice. By submitting this form, you acknowledge that you have read and understand our Privacy Notice.