FMCG Gurus releases data from its probiotics surveys 

According to FMCG Gurus: Probiotic Surveys, 80% of global consumers take probiotics as part of an everyday balanced diet. Consumers’ motivations for buying probiotics are primarily health based, specifically digestive health (73%) and to boost immunity (71%), while two-thirds of consumers claimed to use these products for general health and wellbeing.

Other findings include:

• 75% of consumers state they use probiotics as part of an overall balanced diet as opposed to using them when wanting to address health symptoms
• More than half of consumers said they did not experience any symptoms, but of those who did, almost all were digestive issues. The most common symptom was bloating (17%) when first using probiotics
• Of those who take probiotics, 74% prefer food and drink probiotic products over other formats because they are tastier, with only 14% claiming they prefer supplements
• 59% of consumers who said they prefer probiotic supplements said it is because they have a proven effect that represents the significance of scientifically supported claims
• 74% of global consumers said science-based claims are important when choosing probiotic products
• The most popular probiotic food product reported by global consumers was yogurt in a cup (65%) followed by yogurt drinks (56%). Almost 9 in 10 consumers said they like vanilla (88%). The top five flavors were vanilla, orange, chocolate, lemon, and blueberry.

To learn more about FMCG Gurus Probiotic and Prebiotic Consumers surveys, register for FMCG Gurus & Beneo Present: Understanding Prebiotics in 2022 and Beyond webinar.