USA: Probiotic supplements in e-commerce

Strategic Fact Sheets

Published December 2020. With 46% share, the United States is already the leading probiotic supplement e-commerce market globally, based on the research of 20 key countries, and this only looks set to grow as public interest in the benefits of a healthy microbiome for immune health increases, and online shopping in general surges. As part of our new series of country fact sheets, this report looks at the drivers of the well-established probiotic supplements e-commerce marketplace in the US.

Additional commentary provided by Ewa Hudson, Director Insights Lumina Intelligence and Dr Stephen Daniells, Editor in Chief of the Americas, William Reed Business Media.


What this report gives you:

  • Key numbers for the USA, 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:

  • E-commerce is the place of growth for American probiotic supplements, with consumer engagement rising by 34% in the first half of 2020 to reach 307 thousand reviews (July 2020).
  • While talk of pill fatigue has been ongoing for several years in the US, capsules are still the most popular format for probiotics in the US market. Capsules are used in 64% of products, but command 78% of all reviews.
  • Probiotic supplements continue to be affordable within the US, with the average price at US$28 per pack.

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.