Probiotics by target population – Strategic product roadmap fact sheets

Published August 2020. This 5-pack of reports provides a top line e-commerce landscape overview of probiotics for children, adults, women, seniors and the general population through a range of strategic fact sheets.  It includes regional analysis by brand owners, species and probiotic suppliers, complemented by related scientific studies.


What this report gives you:

  • An analysis of the global competitive e-commerce landscape for probiotics targeted at children, adults, women, seniors and the general population.
  • Regional developments in consumer engagement across the leading:
    • Brand owners, brands and products ranked by the number of customer reviews and star rating attributed to the products.
    • Species and proprietary strains present in formulations of analysed probiotics.
    • Probiotic suppliers
    • Health benefits.

Quick facts:

  • Probiotics for children generate the highest average engagement across all target populations across the online consumers, with the number of customer reviews surging globally by 1,253% in 2 years to 1.4 million.
  • Probiotics for women see the offering across the e-commerce space increasing by a third to 300 products from December 2017 to January 2020, with the number of customer reviews jumping globally by 880% in 2 years to 136 thousand.
  • Europe is the most diverse region with the largest variety of probiotics for the general population offered online including a good number of supplements, juice products, kombuchas and cosmetics. General population is the most engaging of all target populations in Europe in 2nd half of 2019 with 15 thousand new reviews.
  • Probiotics for adults lack the dynamism of other target populations as measured by the online customer engagement from January 2017 to July 2019. The 2nd half of 2019 saw a turn with a rising consumer interest in Americas and Europe. The number of customer reviews grew globally by 261% in 2 years to 675 thousand.
  • With few products on the market, there is a big gap in probiotics for seniors, especially in the light of the coronavirus is proportionally affecting senior populations, and its links to immunity, inflammation and obesity.

Preview – 9 slides of 290:


  • Per population:
    • Global Overview
    • Asia Pacific
    • Americas & International
    • Europe & Middle East and Africa

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.