Canada: Probiotic Supplements in E-commerce

Strategic Fact Sheets

Published November 2020. Canada sees a strong acceleration of the adoption of e-commerce trends and a clear rise in the customer engagement with probiotics in the first half of 2020, with the customer reviews up by 303%. As part of its new series of country fact sheets, Lumina Intelligence looks at the specifics driving this growth.


What this report gives you:

  • Key numbers for Canada, reviews, online engagement and price.
  • An overview on immunity, digestion and  women’s health.
  • Competitive landscape including differentiators; format, dosage, delivery systems.
  • Supply chain – who are the main ingredient suppliers and their partners.
  • Ingredient make up of most reviewed brands, including any pre-biotics.

Quick facts:

  • Probiotic supplements remain the most engaging category for Canadians, with an average product being reviewed 152.7 times and receiving a star rating of 4.39 out of 5.
  • Within the supplement category, the highest rated products are those targeted at Children, which get a higher average of 4.52 stars out of 5
  • The analysis of the labels conducted in July 2020 shows 95% of probiotic supplements in Canada carry a health claim stated either on the packaging and / or the manufacturers / retailers website.

Preview – 2 slides of 54:


  • Country overview
  • Product analysis by:
    • Target population
    • Format
    • Price
    • Delivery system
  • Health benefit analysis with focus on:
    • Digestion
    • Immunity
    • Women’s health
  • Health claims by:
    • On pack
    • On websites
  • Competitive landscape
  • Supply chain
  • Ingredients by:
    • Species/strains: Generic versus proprietary
    • Prebiotics
    • Dosage
    • Methodology

Got questions about the probiotics market?

We examine the key players, trends and target consumers in over 20 countries, as well as explore how Lumina can help you form a fact-based business strategy.