The European probiotic market holds the largest share, globally. The high awareness and wide acceptance of probiotic products amongst users drive the European probiotic market. Europe is a multi-cultural continent where the consumption of fermented milk has traditionally been high in several countries. Hence, with the rising concern towards fitness and good immune system, consumers are increasing their use of probiotic products. The penetration of probiotics in the market is so high that probiotics foods are available in grocery stores as well as supermarkets, while supplements are available in pharmacies and health food shops.
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In 2014, Germany was the largest probiotic market, by value, followed by the U.K. and France. Russia recorded the highest CAGR among the European countries for the estimated period. Traditionally, Russians consumes “Kefir,” a fermented milk drink made with kefir "grains" (a yeast/bacterial fermentation starter) which has probiotics bacteria.
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To cater to the need of the largest probiotic market, many firms are operationally active in the European continent, which includes Danone (U.S.), Chr. Hansen (France), DuPont (U.S.), Lallemand Health Solutions (Canada), and Yakult Honsha Co. Ltd. (Japan). To serve the growing market, these firms adopted strategies such as collaborations, mergers and acquisitions, agreements, and partnerships. For instance, DuPont (U.S.) and AB-Biotics (Spain) signed a global collaboration and licensing agreement on AB-Life, a probiotic that is clinically documented to maintain healthy levels of cholesterol in at-risk individuals.
The functional food and functional beverages are the most promising application markets for probiotics owing to their use in FMCG products. Probiotic is a vital ingredient in dietary supplements, which makes this application important for probiotic producers. The other probiotics applications such as animal nutrition and personal care hold significant shares in European probiotic market.
