Probiotics in the United Kingdom

Published July 2018. This report summarises the overall landscape of probiotic supplements, juice, kombucha and probiotic cosmetics in the UK, in the world of online retail. Lumina Intelligence compiles and synthesises ingredients, claims, customer review scores, science and regulation to give key insights into what drives the probiotic market, highlighting major product development and brand optimisation opportunities.


What this report gives you:

  • An overview of the UK probiotics market including public attitude, regulation, consumer engagement with probiotics in the UK and growth opportunities – plus brand diversity and key product categories.
  • What the leading clean label and ethical claims are on packaging and what labelling trends the UK market is leaning towards.
  • Targeting and formulation: What health benefits matter most, species diversity, targeting the health concerns of particular populations, dosage and number of strains.
  • Addressing consumer concerns about efficacy using delivery technology claims  and how the UK market compares to the rest of the world for this.
  •  Formats and how they change between target populations.
  • A summary of probiotic research and regulation in the UK.
  • Conclusions and recommendations.

Quick facts:

  • Across the 20 countries that we have studied, the UK sits fifth worldwide in total number of reviews for probiotic supplements, with 16k reviews across 74 brands and 119 variants. The average review score in the UK is 4.5 ± 0.4*, a high score matching the global average of 4.5 ± 0.5.
  • Free-from in the UK is a consumer led product trend, derived from a number of studies published indicating possible health consequences of a number of food ingredients. Being a health centred market, probiotics has followed the trend: only 41% of captured products in probiotics DON’T have any claim.
  • 2% of people in the UK are vegetarian, for a mix of reasons from health to ethics. A very animal-loving society, the UK sits highest in the number of vegetarian claims in probiotics across all 20 countries studied (58% of products making such a claim), and sits only behind Germany in number of vegan claims (fitting as according to the vegan society the UK is birthplace of the vegan movement). Both diets are growing in popularity in the UK, with the number of people identifying as vegan increasing to 3.5 million in 2017.

Preview – 2 slides of 31:


  • Big Picture
  • Clean Labels
  • Targeting & Probiotics Formulation
  • Delivery Technology, Format & Other Ingredients
  • Research & Regulation
  • Conclusions & Future Outlook

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.