ASEAN Probiotic Supplements Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 103.46 Billion |
| Market Size (2029) | USD 177.75 Billion |
| CAGR (2024 - 2029) | 11.43 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
ASEAN Probiotic Supplements Market Analysis
The ASEAN Probiotic Supplements Market size is estimated at USD 103.46 billion in 2024, and is expected to reach USD 177.75 billion by 2029, growing at a CAGR of 11.43% during the forecast period (2024-2029).
The probiotic supplements market has been experiencing steady growth due to increased awareness among Southeast Asians on the health benefits of probiotics. Factors like rising demand for functional foods, dietary supplements, and a growing focus on preventive healthcare contribute to this growth. Owing to such factors, there are significant product launches that cater to the increasing demand. For instance, in 2023, Fonterra, under its brand Nurture, introduced a probiotic powdered drink targeting gut-conscious consumers in Singapore and expanding to Indonesia, Malaysia, and Thailand, targeting a growing middle-income group. Consumers continue to browse for probiotics products, which offers opportunities for retailers to adopt a strategy that matches consumers' current needs by showcasing products that are essential to their needs.
Additionally, the willingness of consumers to spend on health-based products such as probiotics to support their nutritional needs, as well as specific health goals, including digestive health and weight management, promotes the market's growth in the region. For instance, as per the data released by DOS (Singapore Department of Statistics), in terms of expenditure, the consumer price index of health care, which dietary and health supplements fall under, had gone up by 4.5% Y-o-Y as of September 2023. Furthermore, to address the preferences of diverse consumers, key companies are experimenting with new formulations. Formulations are evolving to include Kosher and Halal probiotics, time-release options, combinations with different ingredients for added health benefits, and sugar-, dairy-, and allergen-free options.
ASEAN Probiotic Supplements Market Trends
Probiotic Supplements are Widely Consumed in the Form of Capsules and Powders
Probiotic supplements in the form of capsules and powders are gaining more popularity in ASEAN countries than other forms. Capsules are one of the most popular forms of probiotic supplements, as they offer convenience and ease of consumption since they are pre-measured and can taken with water or any other beverage. Further, probiotic powders are versatile, as they can be easily mixed into various foods and beverages such as smoothies, yogurt, and water. This flexibility appeals to consumers who prefer to customize their intake or those who have difficulty swallowing pills. Also, several clinical research studies show that probiotics may promote weight loss by releasing appetite-regulating hormones. Thus, the growing consumer interest in weight management to overcome obesity is likely to influence the demand for probiotic supplements in the region.
Probiotics are a driving force within the booming digestive health supplement category, and people of all age groups have been consuming them over the past few years. However, major consumption is observed among millennials due to their growing awareness of health and wellness through multi-channel publicity, which influences their consumption patterns to a large extent. This shows people's awareness of the benefits of probiotic supplements. Being technologically advanced, millennials update themselves with the facts related to health and, thereby, try to amend their routines and consumption habits accordingly.
Indonesia holds a Significant Share in the Market
The increase is mainly because of the increasing demand from the younger population. Indonesians are experiencing an improved standard of living due to better-paying jobs, leading to an expansion of the middle class. This middle-income population spends more on health products, such as probiotic supplements. A growing population, increased consumer awareness of health issues, and the fast-paced lives of people are causing changes in lifestyle patterns. As a result of this growing consumer trend, several changes have occurred in the Indonesian probiotic supplement market. These include research activities sponsored by probiotic manufacturers, which are anticipated to drive healthy expansion during the projected period.
The growing middle-income population in Indonesia is driving the demand for probiotics, from 52 million in 2021 to 53.6 million in 2023, according to the World Bank's Aspiring Indonesia-Expanding the Middle-Class report. As a result, the dietary habits of people in Indonesia have evolved toward more balanced nutrition, accompanied by a high rate of urbanization. With access to the most up-to-date information, middle-income consumers are demanding healthier and diverse food options and health supplements, including probiotic supplements.
ASEAN Probiotic Supplements Industry Overview
The ASEAN probiotics supplements market comprises various global and regional players. The market studied was led by Procter & Gamble, BioGaia, Reckitt Benckiser LLC, Amway Corporation, Blackmores Limited, Nestle SA, and Church & Dwight Co. Inc. Leading companies are taking necessary measures to expand their business in terms of geography by establishing new manufacturing units and launching popular products in different countries to boost sales and enhance brand presence. Most of the manufacturing companies in ASEAN are entering into contract manufacturing for probiotic supplements. Additionally, players are investing in research and development to maintain their market position with new product innovations to enhance their brand presence in the region.
ASEAN Probiotic Supplements Market Leaders
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BioGaia
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Blackmores Limited
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Reckitt Benckiser LLC
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Amway Corporation
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Procter & Gamble
*Disclaimer: Major Players sorted in no particular order
ASEAN Probiotic Supplements Market News
- January 2023: Amway Corporation launched a new business innovation hub in Singapore to expand its Nutrilite brand's product line, with a focus on gut health supplements, such as prebiotics and probiotics.
- October 2022: BioGaia AB company launched its new product, BioGaia Prodentis Lozenges, with a new apple flavor in Indonesia. The product is claimed to be distributed through PT Interbatcompany. As per the company claim, BioGaia Prodentis Lozenges is a food supplement for oral health containing the patented lactic acid bacterium Limosilactobacillus reuteri (formerly known as Lactobacillus reuteri) and Prodentis (a strain combination of L. reuteri DSM 17938 and L. reuteri ATCC PTA 5289) that helps the good microorganisms keep a natural balance in the mouth.
- April 2022: KINS, a Japanese personalized nutrition and beauty company, expanded into Singapore with the launch of its skincare line, featuring probiotic supplements and serum. KINS Supplements contain 22 types of probiotics, including lactic acid bacteria (Lactobacillus), yeast, and natural nutrients produced by lactic acid bacteria.
ASEAN Probiotic Supplements Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
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4.1 Market Drivers
- 4.1.1 Innovations in Probiotic Formulations
- 4.1.2 Increasing Focus on Digestive Health to Reduce the Impact of Chronic Disorders
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4.2 Market Restraints
- 4.2.1 High Cost of Research and Development for Developing New Probiotic Strains
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4.3 Porter's Five Forces Analysis
- 4.3.1 Threat of New Entrants
- 4.3.2 Bargaining Power of Buyers/Consumers
- 4.3.3 Bargaining Power of Suppliers
- 4.3.4 Threat of Substitute Products
- 4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
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5.1 Product Form
- 5.1.1 Tablets/Capsules
- 5.1.2 Powders
- 5.1.3 Liquids
- 5.1.4 Other Products
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5.2 Distribution Channel
- 5.2.1 Supermarkets/Hypermarkets
- 5.2.2 Pharmacies and Drug Stores
- 5.2.3 Specialty Stores
- 5.2.4 Online Stores
- 5.2.5 Other Distribution Channels
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5.3 Geography
- 5.3.1 Indonesia
- 5.3.2 Malaysia
- 5.3.3 Thailand
- 5.3.4 Vietnam
- 5.3.5 Singapore
- 5.3.6 Philippines
- 5.3.7 Rest of ASEAN
6. COMPETITIVE LANDSCAPE
- 6.1 Most Adopted Strategies
- 6.2 Markey Share Analysis
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6.3 Company Profiles
- 6.3.1 Bio Gaia
- 6.3.2 Reckitt Benckiser LLC
- 6.3.3 Procter & Gamble
- 6.3.4 Amway Corporation
- 6.3.5 Church & Dwight Co. Inc.
- 6.3.6 Pharma Care Laboratories Pty Ltd
- 6.3.7 Nature's Way Products LLC
- 6.3.8 GNC Holdings LLC
- 6.3.9 Blackmores Probiotics
- 6.3.10 Nestle SA
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
** Subject To AvailablityASEAN Probiotic Supplements Industry Segmentation
Probiotic supplements are products that contain living microorganisms that are known to boost health when consumed in adequate amounts.
The ASEAN probiotic supplements market is segmented into product form, distribution channel, and geography. By product form, the market is segmented into tablets/capsules, powders, liquids, and other products. By distribution channel, the market is segmented into supermarkets/hypermarkets, pharmacies and drug stores, specialty stores, online stores, and other distribution channels. By geography, the market is segmented into Indonesia, Malaysia, Thailand, Vietnam, Singapore, Philippines, and the Rest of ASEAN.
For each segment, the market sizing and forecasts were made based on the value in USD.
| Product Form | Tablets/Capsules |
| Powders | |
| Liquids | |
| Other Products | |
| Distribution Channel | Supermarkets/Hypermarkets |
| Pharmacies and Drug Stores | |
| Specialty Stores | |
| Online Stores | |
| Other Distribution Channels | |
| Geography | Indonesia |
| Malaysia | |
| Thailand | |
| Vietnam | |
| Singapore | |
| Philippines | |
| Rest of ASEAN |
ASEAN Probiotic Supplements Market Research FAQs
How big is the ASEAN Probiotic Supplements Market?
The ASEAN Probiotic Supplements Market size is expected to reach USD 103.46 billion in 2024 and grow at a CAGR of 11.43% to reach USD 177.75 billion by 2029.
What is the current ASEAN Probiotic Supplements Market size?
In 2024, the ASEAN Probiotic Supplements Market size is expected to reach USD 103.46 billion.
Who are the key players in ASEAN Probiotic Supplements Market?
BioGaia, Blackmores Limited, Reckitt Benckiser LLC, Amway Corporation and Procter & Gamble are the major companies operating in the ASEAN Probiotic Supplements Market.
What years does this ASEAN Probiotic Supplements Market cover, and what was the market size in 2023?
In 2023, the ASEAN Probiotic Supplements Market size was estimated at USD 91.63 billion. The report covers the ASEAN Probiotic Supplements Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the ASEAN Probiotic Supplements Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
How can foreign companies enter the ASEAN Probiotic Supplements Market effectively?
Foreign companies can enter the ASEAN Probiotic Supplements Market through a) Navigating regulations b) Partnering with local distributors c) Adapting to consumer preferences
ASEAN Probiotic Supplements Industry Report
The ASEAN Probiotic Supplements Market is witnessing significant growth, driven by increasing health awareness and technological advancements in probiotics, offering a range of health benefits from digestive to mental health. This growth is propelled by millennials who favor shopping through modern channels like online platforms, although traditional supermarkets still play a major role due to their reach and accessibility. Innovative product launches like multi-strain probiotics and time-release capsules are catering to the demands for effective and convenient health solutions. Nations like Indonesia and the Philippines are experiencing market expansion due to rising incomes and a growing middle class investing in health products. The diverse offering of probiotic supplements continues to evolve, aiming to meet the health-conscious preferences across ASEAN, promising further market growth.
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