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Oct 31, 2024

Top infant probiotic trends for 2024

30-Oct-2024 - Last updated on 30-Oct-2024 at 15:53 GMT New probiotic product launches for infants surged significantly between 2020 and 2021, however, this growth has now slowed, underscoring the need

30-Oct-2024 - Last updated on 30-Oct-2024 at 15:53 GMT

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 aimed primarily at alleviating 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 indicates a robust annual growth rate of 30% in consumer engagement with infant probiotics, suggesting a ripe opportunity for brands to develop products catering to the rising interest in immune health and antibiotic recovery.

Products are increasingly positioned to build infant immunity, reflecting consumer demand for broader health benefits beyond colic relief, said Hudson.

European brands are actively educating consumers on the importance of microbiome health and immunity in infants. This consumer education shift is also seen among smaller brands, which are increasingly 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.

Infant probiotic products supporting ear, nose, and throat health are positioned to reduce reliance on antibiotics, which is especially relevant given EU efforts to curb antibiotic resistance.

Probiotics in infant health: Insights from BioGaia​

According to Lumina Intelligence data, BioGaia, the Swedish biotech company, remains at the forefront of this evolving market, with 11.6k brand reviews. In comparison, the second leading brand has 5.7k reviews.

BioGaia's product range is primarily aimed at the pediatric market, which accounts for a substantial 86% of its total sales

The company reports strong growth​ particularly in the Americas, thanks 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, catering to the increasing parental demand for natural health solutions that focus on preventive care.

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, BioGaia is aiming to adapt to new consumer behaviors by enhancing its online presence. The brand is also focusing on expanding subscription services to meet the demands of today’s parents, further indicating a 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 utilizing healthcare professional engagement, event sponsorship and consumer education.

In terms of marketing strategy, Finland has utilized various marketing campaigns, while the UK emphasizes awards and consumer engagement initiatives.

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Related topics Markets & trends Infant & maternal Probiotics, prebiotics & postbiotics Immune support