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Probiotic & Prebiotic Consumer

Awareness of and efforts to consume both probiotics and prebiotics have increased since 2012 with young adults, age 18-49, responsible for virtually all growth.
The recently released 2016 Gallup Study of Probiotic & Prebiotic Consumers is the 5th in a series of consumer research surveys conducted to track consumer attitudes toward and usage of probiotics and prebiotics and their knowledge of product options available for including these ingredients in their diet.  This study is based on interviews completed among 1,300 U.S. adults and also among a subsample 800 adults making an effort to consume probiotics and/or prebiotics.  Trends are included where relevant from previous surveys.
The overall objectives of this research were to explore…
  • Efforts to consume and reasons motivating consumption of probiotics and prebiotics
  • Knowledge of probiotics and prebiotics
  • Preference for food/beverage or supplement sources of probiotics and prebiotics
  • Probiotic foods and beverages consumed, frequency of consumption and brands purchased
  • Probiotic supplements taken and use of OTC digestive health products containing probiotics
  • Satisfaction with probiotic foods/beverages and supplements/OTC digestive health products
  • Attitudes toward probiotics and prebiotics
  • Market Segmentation Analysis of probiotic consumers

An optional Mothers Survey conducted among a national sample of 500 mothers of children under age 13 to investigate the children’s market for probiotics and prebiotics is also available.  Contact us for information.

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