New probiotic product launches for infants surged significantly between 2020 and 2021, however, this growth has now slowed, underscoring the need for new entrants to grasp the current market dynamics, Ewa Hudson, director of insights at Lumina Intelligence, told NutraIngredients.
Traditionally, probiotic products have been used to alleviate colic symptoms, Hudson noted, but as parents increasingly prioritize their infants' overall health, the focus is shifting towards promoting immune system support and digestive health.
“Education about the importance of developing a child's immunity is becoming a significant trend, paving the way for new probiotic formulations that emphasize these benefits," she said.
Lumina data shows an annual growth rate of 30% in consumer engagement with infant probiotics—creating an opportunity for brands to develop products that cater to the rising interest in immune health and antibiotic recovery.
Now, European brands are actively educating consumers on the importance of microbiome health and immunity in infants, focusing on "birth of immunity" messaging.
There is also a growing market for products aimed at reducing antibiotic resistance and supporting respiratory health, as these issues are closely related to immune function. Additionally, infant probiotic products supporting ear, nose and throat health are being positioned to reduce reliance on antibiotics.
Probiotics in infant health: Insights from BioGaia
According to Lumina Intelligence data, Swedish biotech company BioGaia remains at the forefront of the market, with 11.6k brand reviews. In comparison, the second leading brand has 5.7k reviews.
BioGaia's product range primarily caters to the pediatric market, which accounts for a substantial 86% of its total sales.
The company reports strong growth particularly in the Americas, attributed to omnichannel strategies and a strong online presence through platforms like Amazon in the U.S. and Costco in Canada. And while engagement metrics for the latter half of 2023 indicate a dip compared to earlier in the year due to the absence of new product launches, the company still reports an annual growth rate of 17%.
In response to growing consumer demand for immune-boosting solutions, especially post-COVID-19, BioGaia has expanded its product offerings. The recent introduction of Prodentis KIDS, a probiotic designed for oral health, aims to reduce oral bacteria linked to common childhood infections to meet the increasing parental demand for natural health solutions that focus on preventive care.
Regional strategies
BioGaia reports different levels of market maturity across Europe. Finland and Sweden have more established presences and significant market shares, while the UK and Ireland are in various stages of expansion. This year, BioGaia made a strategic expansion into the Irish market through partnerships with local distributors.
As the digital shopping landscape evolves, the company is adapting to new consumer behaviors by enhancing its online presence. It is also focusing on expanding subscription services, furthering its strategic shift towards an integrated digital experience.
Finland reported strong growth in online sales, while Sweden has a strong combination of online and physical presence. In the UK, BioGia is harnessing healthcare professional engagement, event sponsorship and consumer education.