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Full Year 2021 Data Live NOW - Key Findings
Full Year 2021 Data Live NOW - Key Findings
two consecutive 6-month rises of over 60%. Product de-listings and losses of reviews by some
brands adversely affect the marketplace. Despite these challenges, customer reviews grow by
16% in Americas and 12% in Europe in the second half of 2021. Reviews in APAC decline by 6%,
hit by China. Globally, probiotics record a good 67% growth of reviews in the full year 2021.
FULL YEAR 2021 DATA LIVE Novel health applications still drive the global growth. The fastest growing applications, if from a
NOW small base, include relaxation/fatigue reduction, food poisoning and nervous system. White
spaces for product innovation include vegetarians and animals.
– KEY FINDINGS
Innovation is continually fuelled by increasing market presence of non-classic probiotic species
and their ferments, yeast and prebiotics with products containing proprietary strains driving the
global engagement.
EWA HUDSON
Note: This analysis is based on products currently available for sale and excludes products withdrawn from the market since December 2017. 1
Probiotic consumers influenced by 11 million reviews, December 2021
• Customer reviews form a key block of a digital brand equity in the e-commerce. Reviews continue
to influence purchase decisions of new shoppers and contribute to the product listing order on
retail platforms.
4,359 • Lumina recorded a strong growth of reviews of 67% in the full year 2021, after three years of
Products
exceptional growth of 118% in 2020, 176% in 2019 and 116% in 2020. In actual terms, reviews for
Available for Sale probiotics and underlying consumer activity exploded in three years, from 0.5 million in Dec 2017
to 11 million in Dec 2021.
• Whist the annual 67% growth rate is strong, the performance differed in each half of the year. In
the first half of 2021 customer reviews went up by 69% across 25 countries and 4 categories to
reach 11.1 million. This means that in June 2021 consumers were influenced by 4.5 M more
reviews than in December 2020. The second part of 2021 saw a market correction, and
consequently a loss of 1.3% at the global level, equal to 149 thousand reviews.
• The loss of reviews was driven by China, which went down by 11% in the second half of 2021,
after a solid rise of 28% in the first half. The decline is attributed to the product de-listings across
the online retailers and falls in the number of reviews for some brands on Tmall, China’s leading e-
Probiotics, Annual Growth Rate of Reviews (%) tailer. Since 2017, 27% of probiotics in China were delisted, flagging high market volatility, which is
nearly double the global average of 14%.
118% 176% 116% 67%
in 2018 in 2019 in 2020 in 2021 • Probiotics continue to be highly rated by consumers at 4.6 stars out of 5, which is in line with the
ratings recorded in the previous two research periods (Dec 2020 and June 2021). This is very
Probiotics, 6-month Growth Rate of Reviews (%) important for the probiotic industry as product satisfaction is key to product re-purchase.
65% 32% 37% 101% 32% 63% 69% -1.3%
H1 2018 H2 2018 H1 2019 H2 2019 H1 2020 H2 2020 H1 2021 H2 2021 Interactive data: https://insights.lumina-intelligence.com/probiotics/country-analysis/
(KeyStats tab)
PROBIOTICS INCLUDE: PROBIOTIC SUPPLEMENTS – PROBIOTIC JUICE – KOMBUCHA – COSMETICS WITH PROBIOTICS
Exponential growth in reviews of probiotics for adults, whilst
vegetarians and animals see the fastest % growth rate.
OUT •Kidney
•Longevity
•Mastitis
•Menopause
•Microbiome Diversity
•Mood
•Nervous System
•Oncology
•Osteoporosis
•Oxidative stress
•Pancreas health
•pH Imbalance
•Prostate Health
•Relaxation/Fatigue Reduction
•Satiety
•Sleep
•Stress/Anxiety
•Thyroid
•Travellers' Diarrhoea
•Tumor
NEW STRAIN TOTAL: 150+ IDENTIFIED STRAINS, 1300+ STRAIN
COMBINATIONS
•Tumor