This report will look at the following areas:

• Levels of consumer awareness around probiotics, including probiotic, food, drinks, and supplements.
• The various health benefits consumers associate with probiotics.
• The number of consumers who have purchased a probiotic product in the last year, compared to 2022.
• The length of time consumers have been purchasing probiotic products for.
• The proportion of consumers who were not suffering symptoms when they first started purchasing probiotics.
• The symptoms consumers experienced when first consuming probiotics.
• The type of probiotic products consumers purchased over the twelve-month period.
• The ways consumers evaluate the effectiveness of probiotics on their health.
• The reasons consumers purchase or use probiotic products.
• Consumer attitudes toward the most important factors when buying probiotic supplements.
• The amount individuals consume probiotics as part of an overall balanced diet.
• Consumer attitudes toward the importance of clinical evidence on probiotic packaging to support health claims made.
• The proportion of consumers who say they know the difference between a probiotic and a prebiotic.
• How well informed consumers feel they are about the benefits of probiotics.
• Consumer awareness around specific types of probiotics.
• The proportion of consumers who check the specific bacteria strains a probiotic contains before purchasing it and why.