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ASEAN Probiotic Supplements Market Size (2024 - 2029)

The ASEAN Probiotic Supplements Market is experiencing significant growth, driven by an increased demand for health-oriented products, particularly among younger consumers. The market's expansion is further supported by the rising interest in immune health products, a trend accelerated by the COVID-19 pandemic. Retail channels are evolving, with traditional supermarkets/hypermarkets being popular, while online retail is gaining traction. The market is also witnessing innovation in probiotic formulations, addressing a broader range of health concerns beyond digestive health, including immunity, skin health, and cognitive functions. This continuous innovation and the introduction of multi-strain formulations are key factors contributing to the market's growth trajectory.

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Market Size of ASEAN Probiotic Supplements Industry

ASEAN Probiotic Supplements Market Summary
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

ASEAN Probiotic Supplements Market 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 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
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ASEAN Probiotic Supplements Market Size Summary

The ASEAN probiotic supplements market is experiencing significant growth, driven by an increased demand for health-oriented products, particularly among younger consumers such as Gen-Z and millennials. The market's expansion is further fueled by the rising awareness of health benefits associated with probiotics, which extend beyond digestive health to include immunity, skin health, and other areas. The COVID-19 pandemic has accelerated this trend, as consumers seek products that bolster immune health. This has led to a surge in product launches and innovations in formulation, such as multi-strain and time-release options, to meet the evolving consumer preferences. Retail channels are also diversifying, with online platforms gaining prominence alongside traditional supermarkets and hypermarkets.

In Indonesia, the market is particularly buoyant due to the growing middle class and urbanization, which have shifted dietary habits towards more balanced nutrition and increased spending on health supplements. The presence of global and regional players like Procter & Gamble, BioGaia, and Reckitt Benckiser LLC is notable, with these companies expanding their geographical reach and investing in research and development to maintain competitive advantage. Strategic partnerships and acquisitions, such as BioGaia's collaboration with Abbott and NutiFood's acquisition of Cawells, highlight the dynamic nature of the market as companies strive to enhance their brand presence and product offerings in the region.

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ASEAN Probiotic Supplements Market Size - Table of Contents

  1. 1. MARKET DYNAMICS

    1. 1.1 Market Drivers

      1. 1.1.1 Innovations in Probiotic Formulations

      2. 1.1.2 Increasing Focus on Digestive Health to Reduce the Impact of Chronic Disorders

    2. 1.2 Market Restraints

      1. 1.2.1 High Cost of Research and Development for Developing New Probiotic Strains

    3. 1.3 Porter's Five Forces Analysis

      1. 1.3.1 Threat of New Entrants

      2. 1.3.2 Bargaining Power of Buyers/Consumers

      3. 1.3.3 Bargaining Power of Suppliers

      4. 1.3.4 Threat of Substitute Products

      5. 1.3.5 Intensity of Competitive Rivalry

  2. 2. MARKET SEGMENTATION

    1. 2.1 Product Form

      1. 2.1.1 Tablets/Capsules

      2. 2.1.2 Powders

      3. 2.1.3 Liquids

      4. 2.1.4 Other Products

    2. 2.2 Distribution Channel

      1. 2.2.1 Supermarkets/Hypermarkets

      2. 2.2.2 Pharmacies and Drug Stores

      3. 2.2.3 Specialty Stores

      4. 2.2.4 Online Stores

      5. 2.2.5 Other Distribution Channels

    3. 2.3 Geography

      1. 2.3.1 Indonesia

      2. 2.3.2 Malaysia

      3. 2.3.3 Thailand

      4. 2.3.4 Vietnam

      5. 2.3.5 Singapore

      6. 2.3.6 Philippines

      7. 2.3.7 Rest of ASEAN

ASEAN Probiotic Supplements Market Size FAQs

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.

In 2024, the ASEAN Probiotic Supplements Market size is expected to reach USD 103.46 billion.

ASEAN Probiotic Supplements Market Report Snapshots

ASEAN Probiotic Supplements Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)