South Korea: Probiotic supplements in e-commerce

Strategic Fact Sheets

Published November 2020. With close to half a million customer reviews (July 2020) South Korea demonstrates a high level of online engagement with probiotics, ranking 2nd globally. It’s e-commerce offers a strong, stable growth opportunity for probiotics, with a 37% rise in reviews in the first half of 2020, and with only 5% of products withdrawn over the research period of July 2017 and June 2020. As part of its new series of country fact sheets, Lumina Intelligence looks at the drivers of the well-established probiotic supplements e-commerce marketplace in South Korea.


What this report gives you:

  • Key numbers for South Korea, 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:

  • South Korea demonstrates a high level of online engagement with probiotic supplements, and a relatively stable ecommerce channel with only 5% of products withdrawn in the period of research – July 2017 – July 2020.
  • Taking a close look at July 2020 figures highlights that probiotic supplements supporting a stated health benefit of Gut Flora , have the most reviews, 386k.
  • At the far end of the scale, and in the same period, the weakest figures was recorded by probiotics claiming to  support Healthy Ageing – with a decrease in reviews of (-88%).

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.