Awareness of Probiotics

FMCG Gurus’ consumer insights highlight that 82

Recent Buyers of Probiotic Products

More than 6 in 10 of global consumers reported having purchased probiotics in the past year, although this figure shows a decline compared to two years ago. Notably, 64

Yogurt as the Leading Probiotic Choice

Yogurt continues to be the preferred choice for consumers seeking probiotic products, with a significant percentage citing yogurt drinks as their primary purchase over the past year. This demand reflects the easy accessibility of these products, alongside the belief that dairy can play a beneficial role in a balanced diet. Notably, there has been a rise in consumer interest in probiotic options within both the cereal and yogurt drink categories. The emphasis on health-oriented claims in the breakfast segment suggests that consumers are increasingly focused on healthier morning routines, while the convenience of yogurt drinks caters to those with on-the-go lifestyles.

Motivations Behind Probiotic Purchases

FMCG Gurus’ consumer insights revealed that global consumers primarily seek probiotics to enhance their digestive health and boost immunity. Notably, between 2022 and 2024, there has been an 18

Kate Kehoe, Marketing Manager at FMCG Gurus