U.S. infant and Kids Probiotics Market Expected to Reach $370.89 million by 2032

The U.S. infant and kids probiotics market was valued at $159.24 million in 2022 and is projected to reach $370.89 million by 2032, registering a CAGR of 9.1% from 2023 to 2032.

Probiotics are supplements that contain live microorganisms, which help to improve the normal microflora in the body, thus promoting overall health & wellness. Probiotics aid in the prevention of diarrhea, eczema, and colic.

Consumers in the U.S. have become far more open-minded toward kids’ health and well-being, with regard to alternative therapies such as probiotics. The country has many small probiotic distributors, however, only a limited number of fermentation facilities. The primary probiotics available in the U.S. include preparations containing Lactobacillus, Bifidobacterium, Streptococcus, and Saccharomyces boulardii.

The adoption of probiotic-fortified baby food is a significant driver of the U.S. infant and kids probiotics market size. With an increasing importance on early childhood nutrition and gut health, parents have are adopting products specifically formulated to support their children's digestive systems. Probiotic-fortified baby food offer a convenient and accessible way for parents to introduce beneficial bacteria into their child's diet from an early age, promoting overall wellness and immune function.

In addition, manufacturers are incorporating probiotics into a variety of baby food products, including purees and baby formula. For instance, Gerber Products Company has a variety of probiotic infant cereals such as oatmeal banana probiotic cereal, probiotic oatmeal, lentil, carrots & apples cereal, probiotic oatmeal, lentil, carrots & peas cereal, and power blend probiotic cereal, thus boosting the popularity of market. As a result, the addition of probiotics in baby food is driving manufacturers to innovate and expand their product offerings to meet the growing needs of parents for infant and kids probiotic solutions.

However, limited clinical evidence supporting the effectiveness of probiotics in infants and kids is expected to restrain the market. Parents and healthcare providers rely on scientific research to make informed decisions about children's health products. In addition, lack of pediatric-focused clinical trials creates hesitancy about probiotic benefits. Thus, without clear safety and benefit data, parents are hesitant to incorporate probiotics into their children's diets or healthcare routines, which has impacted the U.S. infant and kids probiotics industry.

Moreover, the U.S. Food and Drug Administration (FDA) has recognized some of the negative impact of certain probiotic products used in hospitals, particularly in infants, linked to serious complications, further impacting the  market. Infant and kids probiotics intended to prevent necrotizing enterocolitis have resulted in invasive diseases, including one infant death in 2023, and have been associated with more than two dozen other reported adverse events in the U.S. in the past few years.  Thus, without clear safety and benefit data, parents are hesitant to incorporate probiotics into their children's diets or healthcare routines. As a result, parents may opt for traditional remedies instead of trying out infant and kid probiotic supplements available in the market. Furthermore, healthcare providers may be cautious about recommending probiotics to pediatric patients without sufficient evidence, thereby hindering the U.S. infant and kids probiotics market growth.

Contrarily, increase in availability of probiotic supplements through online platforms is expected to drive U.S. infant and kids probiotics market opportunities. For instance, the U.S. retail pharmacies such as CVS Health, Walgreens, Walmart Pharmacy, Rite Aid, and Kroge Pharmacies offer online as well as offline services for their customers to increase their market reach. With the convenience of online shopping, parents have easier access to a wide range of probiotics specifically formulated for infants and children. The ease of accessibility eliminates the need for physically visiting stores, thus making it more convenient for busy parents to purchase these essential supplements. As a result, providing probiotics to kids and infant has created U.S. infant and kids probiotics market trend.

Moreover, the abundance of information available online allows parents to read reviews and compare different probiotic options that allows them to make informed purchasing decisions. Thus, the market is expected to expand owing to increasing sales through various online sales channels, driving the market.

The U.S. infant and kids probiotics market analysis is done on the basis of age group, form, and distribution channel. By age group, the market is categorized into baby/infant and kids. Depending on form, it is classified into liquid, powder, chewable, and others. On the basis of distribution channel, it is segregated into retail pharmacies/drug stores, departmental stores, supermarket/hypermarket, and e-commerce.

By age group, the baby/infant segment dominated the market and is expected to register the CAGR of 7.9% during the forecast period. This is attributed to the fact that health-conscious parents actively seek ways to support their infants' well-being at an early age, often following pediatricians' recommendations for probiotics to enhance digestive health and prevent issues such as infant colic and eczema. In addition, rise in awareness regarding the health benefits of probiotics has fueled the demand for probiotics and result in increase of U.S. infant and kids probiotics market share.

On the basis of form, the liquid segment garnered maximum share in U.S. infant and kids probiotics market in 2022 owing to the convenience, effectiveness, and ease of administration of liquid probiotics. In addition, parents prefer liquid probiotic supplements as they can be effortlessly added to food or drinks, addressing concerns about supplement intake in children. Moreover, liquid formulations often offer a variety of flavors, which enhances their attractiveness among young consumers.

Depending on distribution channel, the retail pharmacies/drug stores segment was the major share contributor in the market in 2022. This is due to the fact that parents often rely on retail pharmacies/drug stores as probiotics can be obtained alongside other child-related products and medications. In addition, the expertise and guidance of pharmacists provide reassurance to parents seeking the most suitable probiotic products for their children. Furthermore, pharmacies frequently run promotions and loyalty programs, which encourage customers to make repeat purchases in these outlets during the U.S. infant and kids probiotics market forecast.

The major players operating in the U.S. infant and kids probiotics are Gerber Products Company, BioGaia, i-Health, Inc, Church and Dwight Co., Inc., LoveBug Nutrition, NOW Foods, Mama's Select, Metagenics, Zarbees, Inc., and Hyperbiotics.

Key findings of the study

• Depending on age group, the baby/infant segment accounted for the largest share in the baby food market in 2022; however, the kids segment is expected to grow at the fastest CAGR of 10.8% during the  forecast period.
• On the basis of form, the liquid segment acquired the largest market share in 2022; however, the chewable segment is expected to register the highest CAGR of 10.2%.
• By distribution channel, the retail pharmacies/drug stores segment accounts for the larger market share in 2022, while the e-commerce segment is expected to experience growth at the fastest CAGR of 10.7% during the forecast period.