October 23, 2025 – Innova Market Insights looks at global prebiotics and probiotics supplement trends. We explore important themes, ingredients, flavor trends, and positioning strategies. This analysis covers probiotics, as well as prebiotic, postbiotic, and synbiotic products.
Consumers Want Gut Health Solutions
48% of global consumers are interested in purchasing supplements for gut health. These consumers often look for familiar ingredients like fiber, prebiotics, and probiotics. Many see these products as helpful for daily digestion and long-term wellness goals, such as healthy aging. This change shows an increasing trust in specific health solutions.
Biotics for Multifunctional Wellness Benefits
Increasingly, prebiotics and postbiotics are at goals besides digestive health, such as healthy aging and weight management. This change shows how consumer priorities are shifting. Brands are making blends for different age groups, genders, and specific health issues. Besides supporting digestion, these biotics now also improve skin health and mental well-being. Over a 1/3 of consumers worldwide say, “I’m taking gut or digestive health supplements (like fiber, probiotics, etc.) to support healthy aging.” This shows a growing interest in personalized, multifunctional options for health.
Format-Driven Packaging
In the field of biotics, packaging is evolving to focus on sustainability and practicality. Consumers seek eco-friendly formats, reliable delivery, and convenience. Companies can improve their products by adopting innovative packaging methods that provide precise, functional, and engaging ways to consume probiotics and prebiotics. This aligns with modern lifestyle needs and helps differentiate products in the market. To make prebiotics more accessible and enticing, Meekin Youngqi Prebiotic Gummies Supplement: Mixed Fruit Flavor, for example, offers prebiotics in a gummy form.
Eco-Friendly Packaging
Environmental concerns are impacting consumer choices. Consumers want packaging that cuts down on plastic use, encourages recycling, and uses compostable or reusable materials. Fresh packaging designs paired with eco-friendly messages can make prebiotic and probiotic products more attractive. About 32% of global consumers say that claims like “20% less plastic” or “contains vitamins” are very important when they decide what to buy.
Advanced Biotics with Botanicals for Holistic Innovation
Formulations are evolving due to new strains, patented formulas, and combined delivery methods that improve effectiveness. At the same time, botanicals are mixed with biotics to support gut health, metabolism, and nutrient absorption. Ingredients like turmeric and wild thyme offer benefits for the microbiome as well as GLP-1 activity. This combination reflects a shift toward clinically supported, multifunctional solutions.
Clinically Proven Ingredients for Targeted Support
Product launches are using mixes of ingredients for targeted support. For example, probiotic strains like BB-12, LGG, and Astarte offer science-backed benefits for babies during pregnancy and breastfeeding. These are included in Dr. Mercola’s Prenatal Complete Probiotics Dietary Supplement, which launched in the US this year. For sleep, Biomed X Plantogenic BioZen Probiotics targets improving sleep quality. It provides over 22 billion CFU of probiotics along with clinically supported ingredients like German chamomile, which is rich in apigenin for relaxation, vitamin B6, and folic acid to support nervous and immune system function.
Flavor is Vital to Encourage Regular Supplementation
To encourage consumers to add supplements to their daily routines, flavor should be considered a key factor in innovation. Brands can make taking prebiotic and probiotic supplements more appealing by using attractive profiles like fruits, floral notes, and vanilla. Adding flavors such as coffee, tea, and dairy can draw in consumers who want to explore unique tastes. These profiles, commonly found in Asian regions, give global brands an opportunity to expand their products and connect with a diverse audience.
Flavor to Reinforce Functional Positioning
With wellness supplements, flavor matters for more than just covering up taste. As this category grows more specific to target certain functions beyond digestive health, using flavors linked to certain health benefits can make products more appealing and relevant. Selecting these flavors shows their purpose, builds trust, and backs health claims. For instance, Jamieson Women’s Probiotic supports vaginal health and prevents UTIs. It has a cranberry flavor as cranberries are known to help prevent UTIs, reinforcing the product’s purpose.
What’s Next in Global Prebiotics and Probiotics Trends?
As consumers around the world become more aware of gut health, prebiotic and probiotic supplements will grow beyond just digestion to include immunity, mental health, and aging. The demand for convenient forms such as gummies, powders, and chewables is increasing, making it easier to take these supplements. Brands can create products that fit modern lifestyles, including clinically supported strains, synbiotics, and botanicals that focus on metabolic health, skin, and cognition. Additionally, launching new ingredients and unique combinations can attract more consumers. Flavor is also becoming more important, with rich, culturally inspired profiles enhancing the overall experience. These trends offer brands the opportunity to thrive in this growing market.
This article is based on Innova’s Innovation in Prebiotics & Probiotics – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.