Explained: The US e-commerce probiotic supplements market

Published December 2021. Lumina dived deep into the world’s biggest and most dynamic e-commerce probiotic supplements market to surface with a unique data set that throws business-changing light on a market heightened by the COVID health crisis.

If your firm is considering investing in a $650m+ online market growing at 15% annually, let this report serve at your strategic planning side.


What this report gives you:

  • What COVID-afflicted Americans think about probiotics, immunity, wellness and supplements via a bespoke Lumina industry survey.
  • The reviews and ratings that increasingly determine the fate of products and brands.
  • The behavior of 40+ jostling probiotic brands with choice case studies of the market leaders and the (up)start-ups to watch
  • E-tailer and private label actions from Amazon to the smaller outfits doing surprisingly well in the mass movement from brick to click.
  • The most popular probiotic strains, the science backing them and the shrinking pool of suppliers in the game.
  • Targeted conditions, health claims and the regulatory climate.

Preview – 2 slides of 59:


  • Market Performance
  • Competitive Landscape
  • Analysis by Target Population
  • Analysis by Health Benefit
  • Distribution
  • Supplier Landscape
  • Species & Strains
  • Delivery Systems

Got questions about the probiotics market?

We examine the key players, trends and target consumers in over 25 countries, as well as explore how Lumina can help you form a fact-based business strategy.