This report analyzes probiotic consumer behavior in the functional food and beverage market, based on survey data collected December 2024 – January 2025 from over 2,000 consumers (1,001 US, 1,002 UK) by the Industry Transparency Center. Probiotic consumer made up 781 consumers in the US (51%) and 742 in the UK (49%).

Key insights include:

Purchase Behavior Analysis

• What drives functional food and beverage purchases
• Consumption patterns across demographics
• Price sensitivity and decision-making factors

Brand and Ingredient Preferences

• Consumer familiarity with functional ingredients
• Brand trust and loyalty patterns
• Impact of transparency and sustainability on purchasing

Market Opportunities

• Emerging trends in consumer priorities
• Gaps in current market offerings
• Generational differences in preferences

Ideal for:

Product developers, brand managers, market researchers, and strategists looking to understand consumer behavior and identify opportunities in the functional food and beverage space.