The U.S. infant and kids probiotics market size was valued at $119.86 million in 2018 and is projected to reach $215.87 million by 2026, growing at a CAGR of 7.90% from 2019 to 2026.
Probiotics are the live bacteria and yeasts, which are considered good for the human digestive system. These bacteria are regarded beneficial for kids health since they help colonize the gut. In recent years, there has been an increase in adoption of probiotics as dietary supplements for infants. They are usually promoted as aid to gut health. Specifically, for babies and kids, probiotics are conceived helpful for conditions such as diarrhea, infant colic, and allergy. The most common groups of probiotics are Lactobacillus, Bifidobacterium, Streptococcus, and Saccharomyces boulardii. These groups have strain-specific effects, which implies that all these different groups can have different effects on the body. The consumers in North America have gradually become more interested in taking charge of their health through direct action, and unfiltered access to healthcare information has fueled the current surge of interest in U.S. infant and kids probiotics market probiotics.
Rise in number of millennial parents in the U.S. is one of the main factors that drives the demand for probiotics for infant and kids, owing to their different approach to parenting than the previous generations. They have a definitive perspective on what is important in products and brands they buy for themselves as well as their kids. Furthermore, they are also open to newer healthy product options as long as they are well regulated and provide abundant nutrition to infants. This change in consumer behavior and preference drives the U.S. infant and kids probiotics market growth. In addition, innovations in the field of probiotics, including the development of vegan friendly, non-GMO, and sugar-free products enable manufacturers to meet the rise in demand of health-conscious parents. For instance, the baby probiotics brand Culturelle offer a probiotics supplement Calm + Comfort (Probiotics + Chamomile Drops), which help reduce "fussiness and crying among babies" by supporting baby's digestive health and offering relief from occasional digestive upset. It also comprises Lactobacillus rhamnosus GG as the probiotics ingredient. This product formulation claims help attract consumers who pay high attention to ingredients and seek quality products.
By Age Group
Kids segment would exhibit the highest CAGR of 9.20% during 2019-2026.
However, lack of awareness among consumers regarding the effectiveness of infant probiotics is expected to hamper the growth of the U.S. infant and kids probiotics market. The lack of complete knowledge among parents regarding the use and benefits of probiotics for kids can also cause potential drawback for the U.S. infant and kids probiotics market.
On the contrary, the penetration of infant and kids probiotics through online sales channels and e-commerce platforms is growing rapidly. This is due to the convenience offered by online portals, which provide ease of purchase alongside price comparisons, variety of products, and easy product comparison. In addition, the presence of the largest online and offline retailers in the U.S. such as Amazon and Walmart, gives an edge to the probiotics’s manufacturers for greater consumer access and brand awareness. Multiple brands such as Gerber, Culturelle, BioGaia, and others provide access and purchase of their products through online as well as offline platforms. This is anticipated to provide lucrative opportunities for the U.S. infant and kids probiotics market expansion.
Chewables segment would exhibit the highest CAGR of 8.90% during 2019-2026.
The U.S. infant and kids probiotics market analysis is carried on the basis of form, distribution channel, and age group. Based on form, the market is classified into liquid, powder, chewable, and others. Among these, the liquid probiotics segment accounts for the largest market share in the year 2018. Liquid probiotics work effectively on the baby’s immune and digestive system and are easy to use. However, the chewable segment is expected to grow at the highest CAGR during the U.S. infant and kids probiotics market forecast period.
On the basis of distribution channel, the U.S. infant and kids probiotics market is bifurcated into retail pharmacies/drug stores, departmental stores, supermarket/hypermarket, and e-commerce. Among these, the retail pharmacies/drug stores account for the largest market share in the year 2018. The retail pharmacy structure in the U.S. is highly organized as compared to other countries. The U.S. retail pharmacies such as CVS health, Rite Aid, and Walgreens offer online as well as offline services for their customers. Therefore, this factor provides an added advantage for the key players in the U.S. infant and kids probiotics market to promote and sell their product to their target customers. However, the e-commerce segment is expected to grow at the highest CAGR during the forecast period.
By Distribution Channel
E-commerce segment would exhibit the highest CAGR of 10.7% during 2019-2026.
Based on age group, the marked is categorized into baby/infant (0-2 years) and kids (2-6 years). Among these, the baby/infant segment accounts for the largest U.S. infant and kids probiotics market share in 2018; however, the kids segment is expected to grow at the highest CAGR during the forecast period.
The key players operating in the U.S. infant and kids probiotics industry include Gerber Products Company, BioGaia, Metagenics, Inc., i-Health, Inc, Church & Dwight Co., Inc., LoveBug Nutrition Inc., FIT-Bioceuticals ltd., NOW Foods, Mommy’s Bliss, and Mama's Select.
Key Benefits for stakeholders:
- This report provides a quantitative analysis of the current U.S. infant and kids probiotics market trends, estimations, and dynamics from 2019 to 2026 to identify the prevailing opportunities.
- A comprehensive analysis of the factors that drive and restrict the market growth is provided.
- An in-depth analysis of the U.S. infant and kids probiotics market helps determine the prevailing market opportunities.
- The U.S. infant and kids probiotics market 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 Segments:
By Product Type
By Distribution Channel
- Retail Pharmacies/Drug Stores
- Departmental Stores
By Age Group
U.S. Infant and Kids Probiotics Market Report Highlights
By DISTRIBUTION CHANNEL
By AGE GROUP
Key Market Players
Gerber Products Company, FIT-Bioceuticals ltd., Mommy’s Bliss, i-Health, Inc, BioGaia, Metagenics, Inc, Church & Dwight Co., Inc., NOW Foods, Mama's Select., LoveBug Nutrition Inc.
In accordance to several interviews conducted, the CXOs of the leading companies stated that the U.S. infant and kids’ probiotics market is booming and is expected to witness high growth in the future. The probiotic ingredients, packaging, form, and safety of ingredients play a crucial role in influencing the purchase decisions of parents. Especially with the rise in millennial parents in the U.S., there has been a rapid shift in outlook and behavior toward the health and well-being choices for infants. This is especially because the food products available nowadays are not completely organic and are processed. Therefore, the adoption of healthy alternatives such as probiotics has increased to provide complete and required nutrition to their kids. Furthermore, the importance of healthy probiotics, such as use of natural raw materials for flavoring, sugar-free and non-GMO ingredients has gained high traction among consumers.
Majority of the sales for infant and kids’ probiotics takes place through retail pharmacy chains and drug stores. The retail pharmacies present especially in the urban areas provide product knowledge and expertise to the consumer through their pharmacists. This enables parents to attain a better understanding of the products and helps them define their purchase choices. Furthermore, it also provides a sense of assurance, which plays a critical role in helping them determine and influence their purchase decision. However, with the rise in millennial parenting, the scenario is gradually shifting toward digital 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. This provides convenience and ease of purchase, which is highly regarded by consumers these days.