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2024

U.S. Infant and Kids Probiotics Market

U.S. Infant and Kids Probiotics Market Size, Share, Competitive Landscape and Trend Analysis Report by Age Group, Product Type, and Distribution Channel: Global Opportunity Analysis and Industry Forecast, 2023-2032

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Author's: Sonalika Das | Roshan Deshmukh
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 U.S. infant and Kids Probiotics Market Research, 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. The growth of the U.S. infant and kids probiotics market is driven by increasing parental awareness regarding the benefits of probiotics. For instance, probiotics might help in relieving the symptoms of colic among infants, regular, unexplained crying fits that are common during the first 6 weeks of life. Unfiltered access to healthcare information has fueled the interest in probiotics in U.S. infant and kids probiotics industry.

U.S. infant and Kids Probiotics Market

Key Takeaways

  • By age group, the baby/infant segment accounted for the largest share in the U.S. kids and probiotics market in U.S. infant and kids probiotics market size in 2022.
  • On the basis of form, the liquid segment acquired the largest market share in U.S. infant and kids probiotics market in 2022.
  • 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.

Probiotics are live bacteria and yeasts, which are considered beneficial for gut health. In recent years, an increase has been witnessed in adoption of probiotics as dietary supplements for infants. Specifically, for infants and toddlers, probiotics are conceived helpful for conditions such as diarrhea, infant colic, and allergies. The most common groups of probiotics are Lactobacillus, Bifidobacterium, Streptococcus, and Saccharomyces boulardii. These groups have strain-specific effects, which imply that all these different groups can have different effects on the body.

Market Dynamics

There is an alarming increase in the prevalence of health problems such as allergic reactions among children from a young age, which has raised concerns of parents to incorporate healthy probiotics in their daily food. According to CDC’s National Center for Health Statistics 2023, nearly 1 in 5 children, that is, 18.9% have a seasonal allergy, 10.8% have eczema, and 5.8% have food allergy in the U.S. Several studies suggest that probiotics help to prevent eczema and, in some cases, improve the symptoms of eczema with proper use in kids and infant, which has helped to boost the U.S. infant and kids probiotics market.

As a result, key players have aimed to introduce probiotics for infants and kids in several forms, such as gummies, chewable tablets, drops, and soft gels, depending on their use and convenience. Moreover, combination of probiotics with other essential dietary supplements such as multivitamins, fiber, and prebiotics lead to the expansion of product line and consumer attractiveness. These factors are expected to boost the growth of the U.S. infant and kids probiotics market share.

Furthermore, increase in number of working parents has segmented the demand for convenient health solutions such as infant and kids probiotics, thereby driving the growth of the market. According to the U.S. Bureau of Labor Statistics 2022, the labor force participation rate witnessed an increase among both mothers and fathers, irrespective of marital status. In addition, the participation rate for married mothers increased by 1.8%, reaching 71.1% in 2022. With hectic schedules and limited time for meal preparation, working parents often seek convenience along with nutritious options to ensure the well-being of their children, which has steadily driven the growth of the market. Probiotics offer a convenient solution as they can be easily incorporated into daily routines, such as through supplements or fortified food, providing parents with peace of mind regarding their children's health even amid busy schedules, thus driving the market.

Moreover, the demand for probiotics aligns with the rising adoption of preventive healthcare among parents who prioritize maintaining their children's overall health and immunity. During the COVID-19 pandemic, infant and kids probiotics gained recognition for their ability to strengthen the immune system, a key concern for parents striving to safeguard their children's health. As working parents persist in prioritizing convenience and proactive healthcare post pandemic, the demand for kids probiotics is expected to gain traction in the U.S. in coming years.

Although the market has experienced significant growth, there are certain challenges which hinder the U.S. infant and kids probiotics market growth. For instance, lack of regulatory standards specifically tailored to infant and kids probiotics acts as a key deterrent factor of the market infant and kids probiotics in the U.S. The U.S. Food and Drug Administration (FDA) has acknowledged the negative impact of certain probiotic products used in hospitals, particularly in infants, linked to serious complications. Infant and kids probiotics intended to prevent necrotizing enterocolitis however, it has resulted in 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, the FDA has not approved any probiotic for infant use as a drug or biological product. Unapproved probiotics lack thorough evaluation for safety and efficacy, including compliance with manufacturing standards and testing for potential risks. Moreover, without clear regulatory guidelines related to the manufacturing, labeling, and marketing of probiotic products intended for children, both consumers and manufacturers face uncertainty. Furthermore, the absence of clear regulatory standards may deter investment and innovation in the pediatric probiotics market. Thus, lack of investment is anticipated to hamper product innovation and limits the availability of diverse probiotic options for infants and kids, thereby constraining market growth potential in the U.S.

On the contrary, rise in demand for natural and organic products in the infant and kids probiotic category presents is expected to offer lucrative opportunities for the expansion of the U.S. infant and kids probiotics market. With increasing awareness about the potential health benefits of natural and organic ingredients, parents are seeking safer and healthier alternatives for their children.

According to the Organic Trade Association (OTA), organic food sales in the U.S. exceeded $60.0 billion in 2022, which reached to a total of $61.7 billion. The trend of adopting organic food products in the U.S. has shown significant impact on all sectors of the food industry, including probiotic supplements. For instance, companies such as Garden Of Life, LoveBug Probiotics, Wellements, and Llama Naturals are offering organic infant and kids probiotic ranges to cater to the rising consumer demand for organic products, that has helped create market opportunities. Thus, the market is expected to experience rapid expansion with the introduction of organic products in the U.S. infant and kids probiotics market trend.

Segmental Overview

The U.S. infant and kids probiotics market analysis is segmented into age group, form, and distribution channel. By age group, the market is categorized into baby/infant and kids. On the basis of form, it is segregated into liquid, powder, chewable, and others. Depending on distribution channel, it is classified 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 increase in health consciousness among parents, which encourages them to seek ways to support the well-being of their infants from an early age. In addition, pediatricians often recommend probiotics for infants to promote digestive health and prevent conditions such as infant colic and eczema. Moreover, rise in awareness regarding the benefits of probiotics in supporting infants' developing immune systems has helped drive the demand for probiotics during the U.S. infant and kids probiotics market forecast.

U.S. Infant and Kids Probiotics Market
By Age Group
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Kids segment would exhibit the highest CAGR of 10.8% during 2023-2032.

By Form

The liquid segment was the major shareholder of the market in 2022 owing to the convenience and effectiveness of liquid probiotic products. Brands such as Humarian, Mommy’s Bliss, Culturelle, and Gerber offer exclusive liquid formulas with effective probiotic strains. 5 to 8 drops are recommended depending on age, which may vary based on different brands present in the market. These supplements are now available in various flavors such as grapes, orange, and mixed berries, which help enhance the taste of the product. Moreover, liquid probiotics addresses concerns of parents regarding administration of probiotic supplements to young children, as they can be easily added to food or drinks.

U.S. Infant and Kids Probiotics Market
By Form
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Chewable segment would exhibit the highest CAGR of 10.2% during 2023-2032, owing to the ease of consumption and attractivenesss among kids.

By Distribution Channel

The retail pharmacies/drug stores segment contributed the largest share in U.S. infant and kids probiotics market in 2022, owing to the widespread accessibility and trusted reputation among consumers. Parents often rely on these outlets 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. Moreover, pharmacies frequently run promotions and loyalty programs, which encourage customers to make repeat purchases. Furthermore, stringent regulations governing the sale of healthcare products ensure product quality and safety, enhancing consumer trust in pharmacy-sold probiotics.

U.S. Infant and Kids Probiotics Market
By Distribution Channel
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E-commerce segment would exhibit the highest CAGR of 10.9% during 2023-2032, owing to the increased available of baby infant formula along with high offering of discounts for the consumers

However, the e-commerce segment is expected to register the highest CAGR of 10.7% during the forecast period, owing to rise in trend of teleconsulting, enabling patients to access information, consult with healthcare professionals remotely, and order medications conveniently. Thus, this segment is expected to boost the market in the coming years.

Competitive Analysis

The major players such as Gerber Products Company, and BioGaiai have adopted product launch as their key developmental strategy to improve their product portfolio and gain a strong foothold in the U.S. infant and kids probiotics market. For instance, in April 2020, Gerber Good Start introduced a unique A2 Infant and Toddler Nutrition range to strengthen its product portfolio in innovative probiotic products.

Recent Developments in U.S. Infant and Kids Probiotics Industry

  • In April 2023, BioGaia launched Aldermis, a probiotic skin ointment that caters to infants and children with dry, sensitive skin to improve their portfolio in kids and infant ointment products. Aldermis ointment is dermatologically tested and enriched with L. reuteri DSM 17938 strain, which helps to moisturize and nourish sensitive skin.
  • In July 2022, BioGaia introduced Pharax, a probiotic product targeting respiratory health of children, which was launched first in the U.S. to strengthen immune systems and promote upper respiratory wellness in young ones.
  • In April 2020, Gerber Good Start introduced a unique A2 Infant and Toddler Nutrition range to strengthen its product portfolio in innovative probiotic products.

Key benefits for stakeholders

This report provides a quantitative analysis of the current trends, estimations, and dynamics of the U.S. infant and kids probiotics market from 2023 to 2032 to identify the prevailing opportunities in the market.

  • A comprehensive analysis of the factors that drive and restrict the market growth is provided.
  • An in-depth analysis of the market helps to determine the prevailing U.S. infant and kids probiotics market opportunities.
  • The report includes details of the analysis of the country market, key players, market segments, application areas, and growth strategies. 

U.S. Infant and Kids Probiotics Market Report Highlights

Aspects Details
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By FORM
  • Liquid
  • Powder
  • Chewable
  • . Other
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By DISTRIBUTION CHANNEL
  • Retail Pharmacies/Drug Stores
  • Departmental Stores
  • Supermarket/Hypermarket
  • E-commerce
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By AGE GROUP
  • Baby/Infant
  • Kids
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Key Market Players

i-Health, Inc, NOW Foods, Hyperbiotics, Mama's Select, Metagenics, Zarbees, Inc., BioGaia, Church and Dwight Co., Inc., LoveBug Nutrition, Gerber Products Company

Analyst Review

According to the insights of CXOs of leading companies, the U.S. infant and kids probiotics market has been steadily expanding over the last few years. The probiotic ingredients, packaging, form, and safety of ingredients play a crucial role in influencing the purchase decisions of parents. Poor dietary habits and nutrient deficiencies among mothers, influenced by modern lifestyles, are expected to drive the demand for infant and kids probiotics in the U.S.

Probiotics offer a practical solution to address nutrient absorption issues and support overall health in newborn babies in the initial stages. As awareness increases about the role of probiotics in digestion, immune function, and mitigating digestive issues associated with poor diets, more parents are likely to opt for probiotic supplements to ensure optimal nutrient uptake and support their child's growth and development. Furthermore, the introduction of healthy probiotics, such as use of natural raw materials for flavoring, sugar-free and non-GMO ingredients has gained high traction among consumers.

The CXOs further added that with rise in millennial parenting, the scenario is gradually shifting toward online channel sales. Numerous infant and kids’ probiotic brands now provide probiotic supplements through direct access to their website and also offer regular probiotic supply on subscription basis. The availability of infant and kids probiotics online provides convenience and ease of purchase, which is highly regarded by consumers these days.

Author Name(s) : Sonalika Das | Roshan Deshmukh
Frequently Asked Questions?

The U.S. infant and kids probiotics market was valued at $159.2 million in 2022 and is projected to reach $370.9 million by 2032, registering a CAGR of 9.1% from 2023 to 2032.

The U.S. infant and kids probiotics market registered a CAGR of 9.1% from 2023 to 2032.

Raise the query and paste the link of the specific report and our sales executive will revert with the sample.

The forecast period in the U.S. infant and kids probiotics market report is from 2023 to 2032.

The top companies that hold the market share in the U.S. infant and kids probiotics market include Gerber Products Company, BioGaia, i-Health, Inc, Church and Dwight Co., Inc., LoveBug Nutrition, NOW Foods, Mama's Select, Metagenics, Zarbees, Inc., and Hyperbiotics.

The U.S. infant and kids probiotics market report has 3 segments. The segments are age group, form, and distribution channel.

By type, chewable segment in the U.S. infant and kids probiotics market has the highest growth rate at a CAGR of 10.2% from 2023 to 2032.

Post-COVID-19, The U.S. infant and kids probiotics market is witnessing new heights of growth and is recovering from its losses. Moreover, changes in consumer consumption patterns increased the popularity of infant and kids probiotic products in the market. In addition, innovation in probiotic products in the post-COVID era augmented the demand for infant formula and is expected to rise during the forecast period.

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U.S. Infant and Kids Probiotics Market

Global Opportunity Analysis and Industry Forecast, 2023-2032