The North America probiotic food products market size is projected to grow from US$ 12.04 billion in 2023 to US$ 19.69 billion by 2031; the market is expected to register a CAGR of 6.3% during 2023–2031. A significant transformation in the health & wellness industry driven by increasing consumer demand for immune-boosting products is likely to set a new trend in the market during the forecast period.

North America Probiotic Food Products Market Analysis

Consumers are increasingly becoming aware of maintaining a healthy diet and proper gut health to support overall well-being. Many scientific studies highlight the importance of gut microbiota in immunity, digestion, and mental health. According to a survey conducted by the International Food Information Council (IFIC) in 2022, 66% of Americans were concerned about digestive health, with many seeking foods that can improve gut health. During the COVID-19 pandemic, there has been a sharp rise in the popularity of functional foods and dietary supplements, as people have been prioritizing their health and actively searching for healthy alternatives and fitness activities to prevent lifestyle-related illnesses. Moreover, consumers in North America are increasingly skeptical of synthetic ingredients and processed foods, seeking natural alternatives for improving overall health and wellness. To meet the growing demand for organic and plant-based products, many companies are focused on introducing plant-based probiotic food products and expanding their existing product ranges. Thus, rising awareness regarding preventive health among consumers fuels the North America probiotic food products market growth.

North America Probiotic Food Products Market Overview

Probiotics are functional ingredients used in various foods and beverages to enhance their nutritional qualities. Probiotic-enriched yogurt, kefir, kombucha, cheese, infant formula, and sour creams are among the various food products available worldwide. Rising health consciousness and increasing consumers' awareness about the benefits of probiotics, such as improved digestive health and immune support, are boosting the demand for probiotic food products. As most consumers in the US and Canada are increasingly prioritizing health and wellness, the demand for functional/fortified food, such as probiotic food products is surging.

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North America Probiotic Food Products Market: Strategic Insights

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North America Probiotic Food Products Market Drivers and Opportunities

Growing Strategic Initiatives and Product Innovations

Manufacturers operating across North America are making significant investments in research and development to launch innovative probiotic food products to tap into unexplored market segments. In May 2023, Dairy Farmers of America (DFA) launched probiotics-fortified UHT milk, the first lactose-free, long-life fluid milk in the US, offering an affordable alternative to kefir and kombucha. Similarly, in March 2024, IDFA's LAC seal was applied to all probiotic-rich yogurt and cultured dairy products, reflecting the growing demand for products containing live and active cultures. Also, in August 2021, Pillars Yogurt LLC launched its new product, Pillars Plant, an Organic Coconut Probiotic Yogurt. The dairy-free yogurt is available in Wegmans and Central Market stores and other retailers.

Various probiotic food product manufacturers operating in North America engage in collaborations and partnerships to expand their customer base. For instance, in March 2023, Good Culture partnered with Dairy Farmers of America and launched a new product line, Probiotic Milks. The milk, available in 2% and whole varieties, contains 1 billion probiotic cultures per 12-ounce serving. The partnership aims to expand Good Culture's portfolio and capitalize on wellness and gut health trends. Thus, the growing strategic development initiatives and product innovations by key market players propel the North America probiotic food products market.

Increasing Dependency on E-Commerce Services

The emergence of e-commerce has significantly transformed the way people shop and spend their money. New developments in the organized retail sector, growth in the penetration of smartphones and the Internet, an upsurge in purchasing power, easy access to emerging technologies, and convenience provided by online retail platforms from anywhere at any time are a few of the major factors bolstering the growth of e-commerce across North America. Consumers are becoming confident about purchasing various probiotic food products online, moving from the traditional purchasing model to the home delivery service model. With the increasing penetration of online shopping, manufacturers are selling products through direct-to-customer (D-to-C) channels by launching their online retail sites, thereby eliminating the need to invest in expensive marketing and distribution infrastructure. For instance, in May 2024, NutriLeads signed a distribution agreement with Safe Iberoamericana, SA de CV, in Mexico to expand its customer base and cater to the growing demand for its functional food and beverages. Thus, the increasing dependency on e-commerce services, along with the adoption of the D-to-C strategy by manufacturers, are expected to create lucrative opportunities for the North America probiotic food products market growth in the coming years.

North America Probiotic Food Products Market Report Segmentation Analysis

Key segments that contributed to the derivation of the North America probiotic food products market analysis are type and distribution channel.

• Based on type, the North America probiotic food products market is segmented into yogurt, kombucha, kefir, cheese, infant formula, and others. The yogurt segment accounted for the largest share of the market in 2023.
• In terms of distribution channel, the market is segmented into supermarkets and hypermarkets, specialty stores, convenience stores, online retail, and others. The supermarkets and hypermarkets segment dominated the market in 2023.

North America Probiotic Food Products Market Share Analysis by Country

The scope of the North America probiotic food products market report is mainly divided into the US, Canada, and Mexico. The consumption of probiotic food products is gradually increasing in North America owing to factors such as increased focus on digestive health and increasing consumer awareness about probiotic strains with numerous health benefits. Probiotic food includes yogurt, kombucha, kefir, cheese, and other fermented products, which are favorable for all age groups across the region. Moreover, digestive diseases are becoming more prevalent in North America, making them one of the most serious health concerns in North American countries. According to a report by the GI Alliance on January 23, 2021, 20 million people in North America have been diagnosed with chronic digestive diseases. The prevalence of digestive diseases has led to increased personal expenditures for treatment. As probiotic food products help maintain the overall gut, it is widely consumed to prevent digestive diseases. The leading players in North America have an extensive portfolio of probiotic foods, such as yogurts, kombucha, kefir, cheese, and other fermented beverages in various flavors and packaging options. Major players in the region include Danone, KeVita Inc, and Lifeway Foods Inc, among others. In addition, these players have a robust geographical presence with a well-established customer base that contributes to the overall growth of the North America probiotic food products market.

North America Probiotic Food Products Market Report Scope

North America Probiotic Food Products Market News and Recent Developments

The North America probiotic food products market is evaluated by gathering qualitative and quantitative data post primary and secondary research, which includes important corporate publications, association data, and databases. A few of the developments in the market are listed below:

• Danone North America introduced the Activia+ Multi-Benefit probiotic yogurt drink, including three flavors to support gut health and the immune system. The drink contains live and active probiotics, vitamin C, vitamin D, and zinc. (Source: Danone, Company Website, March 2022)
• Yakult Honsha invested in building a probiotic drink factory in Georgia, US, to establish a nationwide supply system that will boost sales. (Source: Yakult Honsha, Company Website, July 2023)

North America Probiotic Food Products Market Report Coverage and Deliverables

The "North America Probiotic Food Products Market Size and Forecast (2021–2031)" report provides a detailed analysis of the market covering below areas:

• North America probiotic food products market size and forecast for all the key market segments covered under the scope
• North America probiotic food products market trends, as well as market dynamics such as drivers, restraints, and key opportunities
• Detailed Porter's Five Forces and SWOT analysis
• North America probiotic food products market analysis covering key market trends, country framework, major players, regulations, and recent market developments.
• Industry landscape and competition analysis covering market concentration, heat map analysis, prominent players, and recent developments for the North America probiotic food products market
• Detailed company profiles