Marketing Trends

Probiotics will double in market value over the next five years

Release time:2018-01-04

As a newer category of health foods for Chinese consumers, probiotic dietary supplements account for a relatively small share of the health food market, but its growth potential is substantial. It is estimated that in the five years starting from 2016, China's probiotic dietary supplement market is expected to continue its rapid growth at an average annual rate of about 20%.


Survey shows that China's probiotic dietary supplement retail market has reached 119.7 billion in 2016, the total market size will exceed 310 billion is expected by 2021, which increased more than doubled compared with 2016. Expert analysis, the main reason behind the consumer awareness of probiotics consumption continues to increase category, the number of new entrants to the market and the number of products, the product claims health effects and the rapid development of online retail channels.


At present, the promotion of intestinal health, constipation and diarrhea promotion in the market of probiotic health care products is the most current functional orientation of such products. Experts believe that maintaining intestinal health will be the main functional trend of probiotic products in the future. Among them, relieving constipation and diarrhea is the most concerned consumer. At present, adults are the largest consumer group of probiotics, and the market is expected to reach a CAGR of 21.8% in the next four years. Children's consumer groups will follow suit soon with the advent of "two children's tide", the retail sales of probiotics supplements for children market size will increase at a CAGR of about 20%. However, probiotics products tailored to the characteristics of middle-aged and elderly people are relatively few and their market share is also the lowest.