- 1 Definition / Scope
- 2 Market Overview
- 3 Key Metrics
- 4 Market Risks
- 5 Top Market Opportunities
- 6 Market Drivers
- 7 Market Restraints
- 8 Industry Challenges
- 9 Technology Trends
- 10 Pricing Trends
- 11 Regulatory Trends
- 12 Other Key Market Trends
- 13 Market Size and Forecast
- 14 Market Outlook
- 15 Technology Roadmap
- 16 Distribution Chain Analysis
- 17 Competitive Landscape
- 18 Competitive Factors
- 19 Key Market Players
- 20 Strategic Conclusion
- 21 References
- 22 Further Reading
- 23 Appendix
Definition / Scope
Probiotics are live health friendly microorganisms which are linked with the number of health benefits such as improved digestion, the enhanced immune function by maintaining intestinal microbial balance in our human body. , However, some severe side effects such as infections are also reported among individuals with impaired immune function and underlying medicals conditions. They are usually bacteria such as Lactobacillus, Bifidobacterium and yeasts which are consumed as foods products (yogurts, cheeses, kimchi) and dietary supplements in the form of capsules, tablets, powders, and gel.,, Here, probiotic yogurt is preferred by most of the consumers. Probiotics market is comprised of the multiple segments on the basis of the composition, application, and functions which are categorized as follows:
The United States has the largest probiotics market which accounts for the estimated share of about 83% in 2016 because of the increasing population and economy sector. In this context, its market value was USD 3.3 billion in 2015 and expected to grow at a high rate exceeding a CAGR of 12% during the time period of 2017-2022. It is one of the fastest growing industry due to the high acceptance and the fastest rise in the demand of food-based probiotics in the region.  
|Base Year||2017||Researched through internet|
- Unregulated Probiotics Market
In the US, the Food and Drug Administration doesn't regulate probiotic products. In a study by FDA among the supplements manufacturing facilities, half of them had violations and were failed to identify purity and strength of their supplements. As a result, the quality and safety of products can't be ensured and companies are truly responsible for it.
- Lack of evidence regarding the efficacy of probiotic products
Still, there is a lack of evidence regarding the positive preventive health changes associated with the probiotics. This may create the risks for the market players in this market.
Top Market Opportunities
- Focus on Preventive Healthcare
At the present context, most of the people are concerned with the prevention of the disease and focused on preventive care because of the high rising cost of the health care sector. Use of probiotics is a part of the preventive care which create a wonderful opportunity for the promotion of this market.
- Preventive and curative benefits of probiotics
The probiotics are well-known to provide the range of benefits for the prevention and treatment of disorders such as lactose intolerance, inflammatory bowel diseases, food poisoning, etc. Along with this, studies have shown that they are beneficial to deal with the high-stress level, nutritional disorders and aging problem. Here preference towards the preventive care is also creating the opportunity for the high demand of the probiotics and its market.
- Long shelf life and stability of probiotics products
The growth of the probiotics market is expected to propel because of the high-profit margin owned with this market and the high stability of these products.
- Large investment in research and development for probiotics
At present, various researches are focused on the benefits associated with the use of these products, it creates the favorable environment for the probiotics market
- Rising health problems
Majority of the people are affected by diverse health conditions such as obesity, vaginal infections, digestive issues, lactose intolerance, etc. In the US, almost 70 million adults are suffered from digestive issues.Cite error: Closing
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- Consumer Inclination towards dietary supplements and natural products
At the present context, most of the consumers are attracted towards the use of the supplements for the nutritional enrichments in their diet and are conscious about the use of natural products.
- Greater acceptance of the probiotic dietary supplements
In the context of North America, probiotics are highly accepted due to the focus of the people in this region over preventive care and treatment.
- Wider access to probiotic dietary supplements
At present, more than 500 dietary products enriched with the benefits of the probiotics are launched with the greatest acceptance among the public. It will increase the access and use of these supplements.
- Ban on the use of antibiotics on the animal feed
In some of the North Americal countries, antibiotics are banned to be used in the animal feed which is creating the demand for the probiotics to treat the diseases which were previously proven to be healed with the antibiotics.
- Extended application of probiotics
Along with human health benefits, probiotics are known to provide the benefits in terms of agriculture and animal husbandry, which might broaden its market scope and growth.
- Safety concerns associated with the use of probiotics
It has been considered that in some of the individuals with impaired immune function some side effects were observed. For instance, diabetic women developed the condition of liver abscess related to the Lactobacillus after consuming it and children with indwelling central venous catheters developed sepsis with it. so, the safety issues associated with the consumption of the probiotics is restraining the growth of its market.
- Stringent regulations
In the context of the US, there are no existing governmental standards for the probiotics and they are considered to hold the status of 'generally regarded as safe'.Till now, the government hasn't approved the preventive and therapeutic claim of probiotics and this statement may restrain the growth of its market.
- Lack of fermented food choices
Very few food choices in terms of flavor are available in the US market. This may create the issue in preferences towards the use of the probiotics, which might hinder its growth. 
- Product Innovation
In the probiotics market, the companies need to focus on the development of the various strains of micro-organisms which are capable of providing multiple health benefits for different age groups and gender. It would be a challenge for their development.
- High market fragmentation
Probiotics market is fragmented on the basis of a variety of factors such as application, composition, end use, etc. so, the companies should follow the strategies such as innovative products, joint venture, partnership, etc in order to sustain in the market.
Advancement in science and technology is opening numerous opportunities for the development of a variety of probiotic products. Previously, we were unable to grow most of the gastrointestinal microbes in the laboratory conditions but at the present context, development of new technology using DNA analysis has made the metagenomics possible in the practical field. Along with this, technology has made possible to study upon the mechanism of action, diversity of microbial inhabitants, safety, health effects and efficacy of these products. Furthermore, in the upcoming future, it is expected that it will numerous changes in the products and its market structure.
In the context of the regions of North America, the total retail value of the probiotics was USD 6.1 billion in 2015. Among these, almost 30% of the value is shared by probiotics supplements such as yogurts, kimchi, etc. Specifically, dairy-based yogurt as probiotics is dominating it with 96 percent.
Most of the probiotics are regulated as dietary supplements by FDA under the Dietary Supplement and Health Education Act 1994. Besides this, the probiotics containing dietary supplements are controlled by the following regulations:
- US Food and Drug Administration
It regulates the safety and health claims of the dietary supplements products.
- Federal Trade Commission
It is responsible for the regulation of the advertisement of the products.
However, at present, there are no existing government standards specific for the regulation of the probiotics market.
Other Key Market Trends
In the probiotics market, there is quite a variation in the segments of the market over the application, composition, and end-users. For instance, on the basis of the application, the food and beverages dominate the market and are expected to grow at a high rate.
Market Size and Forecast
Globally, the market value of probiotics was USD 45.64 billion in 2017 and is expected to reach 64.02 billion dollars by 2022 because of the rising health concerns and efficacy of health benefits of probiotics.  In the context of the United States, the value of this market was valued at USD 3.8 billion in 2017. It is forecasted as one of the fastest growing industry due to the high acceptance and the fastest rise in the demand of food-based probiotics in the region. 
Globally, this market is projected to grow to USD 57.4 billion by 2022 from USD 32.06 billion in 2013, which is making it one of the fastest growing market. It is growing with a CAGR of 7.7% during the time period of 2016-2022. Within the region of North America, the market is projected to rise with the highest CAGR of 7.04% during the time period of 2018-2023. In US, it is expected to grow at a high rate exceeding a CAGR of 12% During the time period of 2017-2022. 
Technology has a direct impact on the growth and development of the probiotics market. Because of the advancement in technology such as the ability for the DNA analysis, synthesis, it has been possible to study about the variety of strains and characteristics of microbes with the capability to maintain digestive system and whole body immune system balance. Along with this, we are able to bring innovatively microbes similar to our gut with an ability to acts as normal floras in our body.
Distribution Chain Analysis
For the distributions of the probiotics market following stakeholders are engaged in it:
- Microbe culturing and developing industries
- Microbe technological companies
- Development and research industries working for the innovation in the probiotic market
- Retail sales
Although there are many small probiotics distributors in the US, there are few fermentation companies and probiotics are imported from outside and packed in the country. It is highly competitive because of the presence of well-established industries involved in the production of the probiotics. The probiotics market is segmented over the composition, function, application, and end use of the product. By composition, it is segmented as yeast and bacteria while by the application it includes food and beverages, dietary supplements and nutrients. It is comprised of prevention and therapeutic parts on the basis of the function. Here, food and beverages are leading the market with 84.1% revenue share and increasing at the rate of CAGR 8.2% within the forecasted time period of 2018-2023.  While animal probiotics market under the category of the end-user has the smallest share with about 15% of the total market in 2016.
In the probiotics market, the companies are competing on the following factors:
- Development of multiple strains of the microbes
At present, industries are more focused on the development of the microbes with a versatile ability to provide multiple health benefits to the diverse group of the population in terms of gender and age.
- Research activities to establish safety and efficacy of the probiotics
In order to deal with the risk of concerns regarding the efficacy of the product, the companies might be concerned about the safety of their products among all groups of the population.
Key Market Players
The key market players of the US probiotics market are Evolve Biosystems, Oragenics, Nextfoods, etc. Some of them are described in tabular form as follows:
US probiotic market is in the growth stage with CAGR of 12% and is one of the fastest growing markets. Increasing health issues focus on preventive care and demand fo the probiotics is creating the fruitful environment for the growth and development of this market. In spite of this, limited source of information on the efficacy of these products might create obstacles on the way to its flourishment.
Further studies are necessary to be conducted upon the challenges and risks for the sustainability of the probiotics market and pricing trends as a very limited source of information is available on it.
- FDA= Food and Drug Administration
- AOB= Ammonia-Oxidizing Bacteria
- USD= United States Dollar