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.

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

Market size and brand share insights across 20 markets

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 2019

Probiotics for skin health, eczema, allergies & more

Shane Starling

Knowledge around the way nutritional inputs affect the skin microbiome is rapidly advancing and this body of evidence is helping shape diverse and expanding probiotics for skin markets globally. Lumina’s 20 country survey of online offerings found approximately 120 probiotic topical cosmetic products and about 25 orally ingested probiotic food supplements targeted at those with allergies, eczema or other skin irritations including acne. In our report on ‘skinbiotics’ we get under the skin of probiotic cosmetics and ingestible probiotics to find a thriving market full of opportunity to grow.

Shane Starling

Ewa Hudson interview at Food Ex 2018

LATEST NEWS from our blog

Sign up to the Lumina Intelligence mailing list

Get free whitepapers, webinars, news and other ingredients content. 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.