APAC consumers embrace probiotic-enhanced foods

It will be driven by R&D advancements and increasing consumer interest in health and wellbeing.

Probiotics as a packaged food ingredient in the Asia Pacific region are projected to grow significantly over the next five years, surpassing the growth rate of the previous period, according to Euromonitor International.

This trend is expected to be driven by advancements in research and development and increasing consumer interest in health and wellbeing.

In 2023, probiotic cultures in drinking yogurt totaled 10,900 tonnes. Major local brands like Ambrosial (Inner Mongolia Yili) and Yakult (Yakult Honsha) have been instrumental in this growth, showcasing the expanding potential of probiotics in a variety of products, supported by the rising popularity of cultured food and fermentation in novel food production.

Industries like dairy products and alternatives, where probiotics are already well-established, are now exploring new health benefits such as brain health. Additionally, there is potential for probiotic fortification in snacks and the promotion of digestive health in staple foods, which could enhance their market presence.

The report also said the growing focus on the gut-brain axis has sparked innovations emphasising mental health benefits, whilst consumer understanding of other probiotic health benefits, beyond bone and joint health typically associated with calcium, remains limited. This presents an opportunity for education backed by scientific evidence.

Probiotic dairy products are gaining traction in Asia Pacific, valued for their combination of indulgent taste and nutritional benefits. Consumers in markets like Vietnam, India, and the Philippines are increasingly willing to pay premiums for products offering natural, health-focused properties.

While holistic wellness—encompassing physical, emotional, and mental wellbeing—has historically been less emphasised in Asian food markets, there is a notable shift towards healthier indulgence.

Categories such as ice cream and savory snacks are also incorporating probiotics to offer novel flavors whilst appealing to health-conscious consumers.