Global Sales of Probiotic Supplements were valued at nearly US$ 3,720 Mn in 2016, and are projected to be valued at around US$ 17,440 Mn by 2027 end. Sales revenue is expected to register a CAGR of 15.4% during the forecast period (2017–2027).The Pharmacy Stores segment is expected to register relatively high CAGR during the forecast period. The pharmacy stores segment is estimated to account for a value share of almost 40% by 2017 end, and is anticipated to register a CAGR of 19.8% in terms of value over the forecast period. The E-commerce segment is expected to represent favourable growth over the forecast period. Increasing consumer preference towards convenient shopping at an effective price range is expected to drive segmental growth over the forecast period. The E-commerce segment is estimated to account for a value share of 19.2% by 2017 end, and is anticipated to register a CAGR of 18.0% in terms of value over the forecast period.
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Consumption of antibiotics per capita is increasing in the backdrop of an increase in healthcare expenditure and out of pocket pharmaceutical spending. Low and middle income countries are growing in terms of per capita disposable income and this factor is boosting antibiotic consumption in these countries. Furthermore, favourable policies to push antibiotics in these countries have amplified the usage of antibiotics in some of these countries. Excessive usage of antibiotic by an individual results in imbalance of microbiota, and also lowers the bacterial diversity as well as overall bacterial count in the gut. As the harmful effects of antibiotic consumption are being reported, there is a necessity for additional supplementation of friendly bacteria into the body. Some of these bacteria have also developed antibiotic resistant characteristics and do not respond to the consumed antibiotics. Therefore, it is also important to replenish such bacteria in the body, thus nucleating targeted bacterial strain consumption. A larger chunk of such population relying on antibiotics has learnt the importance of probiotic supplements and has started consuming it.
Antibiotics consumption has indicated a significant rise in BRICS countries in the last decade and some of the antibiotics are available over the counter in these countries. Nevertheless, probiotic supplement manufacturers have also adopted a targeted approach in these countries and have invested in marketing efforts. These factors are collectively anticipated to support the overall demand for probiotic supplements across the globe.
Limited or no knowledge of probiotic supplements among consumers hampers market growth
Although probiotic supplements producers are putting their best foot forward to increase the mass awareness of the associated benefits of using probiotic supplements, consumers haven’t been observed to be reciprocating at a similar threshold. Probiotic supplements are available across all geographies, claiming initial higher penetration in developed markets, though the adoption among existing users of probiotic supplements is strengthening, but acquisition of newer customers is relatively low, which should have been very high considering the wide scale benefit of probiotic supplements. When it comes to purchasing probiotic supplements for children, consumers prefer to go with traditional medication instead of probiotic supplements. Limited product knowledge among the target customer base stands as a key challenge that is preventing the industry to unfold at its potential.
An encouraging sign can be observed in the market with changing consumer trends. The market sentiments in developing countries are positive but not aggressive. This hesitation in preference is likely to remain strong till the end of 2019, and is projected to neutralize with increasing competition in the ASEAN and Indian market. Apart from lack of widened consumer awareness, parents refrain from administering probiotic supplements to their children as at times, it has been reported to result in infection, intestinal gas and bloating in children.
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Over the last few years, retail and pharmacy chains have grown rapidly in most countries across the globe. This has provided consumers with easy access to supplements products at competitive prices. Probiotic brand owners and marketers are utilising the shelf space in modern trade formats as well as conventional retail outlets to enhance product visibility and are also spending on advertisements, which resonate with potential customers. Female consumers are getting more conscious towards what they are consuming. Before buying any supplements they look for the list of ingredients, origin, date of manufacture and expiry and other key information. Due to this pharmacy stores are considered as ideal distribution channels for the purchase of probiotic supplements. These stores also enable customers to compare the product offerings and price range of different suppliers before making a purchase decision.
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