11th February 2020
Are Consumers Turning to Probiotics?
FMCG Gurus research show that the probiotics market is growing, with new product development increasing year-on-year. This is a result of consumers becoming more health-conscious and being proactive when it comes to seeking out products that help boost their health shaping the probiotic market trend. Consumers are most likely to associate probiotic products with aiding digestive health.
This appeals to many consumers at a time when digestive health problems are common across the globe. Consumers are taking a more holistic and long-term approach to health management, as they look to minimize the risk of illness and diseases that could hinder the quality of life. This holistic health approach has led to many consumers looking for new products to add to their day to day life to add functional benefits. So, are consumers now looking for probiotic products to aid their health?
FMCG Gurus consumer insights show that 52% of global consumers have purchased probiotics in the past 12 months. Of these consumers, 37% have purchased probiotics in the form of yogurt drinks and 34% in a supplement format. There is still a large number of consumers who are not purchasing probiotic products. FMCG Gurus consumer research shows that the main reason for this is the price as 39% say products are too expensive.
FMCG Gurus research shows that overall, consumers who use probiotics in food and drink & supplement form say that they prefer food and drink format when it comes to such products. This is highlighted as 63% say they prefer probiotics in food and drink format. The main reason for this is because it is tastier (50%). This shows that even when they are trying to be healthier, consumers still express a high level of importance towards the sensory appeal, wanting products to offer taste and nutrition simultaneously.
Supplements can be seen as more convenient to consume probiotics. 42% also say they would be willing to replace food and drink which contains probiotics with a supplement. This can be beneficial as 63% of consumers say they take probiotics as part of an everyday or balanced diet.
Why consumers use probiotics
Of consumers who use probiotics, 51% say they do so to aid digestive health and 47% say to make sure they have enough good bacteria in the body. FMCG Gurus consumer insights show that hen buying probiotic supplements, product efficacy (67%) and price (67%) are the two most important factors when choosing what to buy.
Sensory appeal is also important when it comes to probiotics. Chocolate (73%), Vanilla (67%), and Orange (59%) are the top 3 flavors global consumers would like to see when trying probiotic products. Claims are also important when buying probiotic products. 75% say they find low/no sugar claims appealing and 72% find natural claims appealing.