Circana：2023年美国益生菌市场更新报告（英文版）（19页）.pdf

1、Circana,Inc.and Circana Group,L.P.|For public useU.S.Probiotics UpdateFOR PUBLIC USEAugust 2023Circana,Inc.and Circana Group,L.P.|For public use2Circana,Inc.and Circana Group,L.P.|For public useExecutive SummarySelf-care has become more of a priority over the past several years,including the increas

2、ing connection consumers see between gut health and overall well-being.Enter probiotics,which now represent about 9%of vitamin sales in the U.S.This report looks at supplements,foods,and beverages with probiotic benefits,including relevant shopper insights and an outlook for growth.The COVID-19 pand

3、emic spurred many consumers to be more proactive in self-care,with 94%of Americans indicating they prioritize their health and wellness.Probiotics are predominantly found within the vitamin category;90%of probiotics are in the vitamin subcategory of mineral supplements.Vitamin sales in 2022 had a th

4、ree-year compound annual growth rate of 7.8%,while probiotics had a three-year CAGR of 3.4%for the same period.Household penetration of probiotics products grew to 16.5%in 2022 from 15.5%in 2019.Buy rate increased to$69 vs.$60 in 2019.The mass channel represents 37%of total multi-outlet sales,follow

5、ed by drug and food.Additionally,e-commerce represents about$600 million in annual sales,nearly double the sales of 2019.Consumer interest in wellness,particularly immunity,is creating more opportunities for probiotics,prebiotics,and postbiotics.Consumers turn to pre-and probiotics for everything fr

6、om constipation to vaginal care.Prebiotics,associated with a healthy gut,lead probiotic sales.Probiotics can be further positioned as a pre-emptive and maintenance solution for overall wellness.While capsules remain the top supplement carrier,vegicaps and gummies exhibit faster growth rates.Consumer