Lactobacillus on the European supplement market
Most ingredient pages tell you what Lactobacillus is. This one shows how the European supplement market actually uses it — who sells it, who advertises it, and at what price.
RavenBI Market Intelligence · measured 25 Oct 2026 · observed, not estimated. Ad counts are active creatives in Meta's public Ad Library; product and price data come from public listings across the EU and US. Figures change weekly.
RavenBI tracks 284 Lactobacillus products from 140 brands across the EU and US. 21 brands advertise it on Meta right now, and new-ad activity cooled 25% in the last 30 days. Romania shows the heaviest advertising, while United Kingdom has the largest shelf. The median EU shelf price sits around €28.
New Lactobacillus ads launched per month on Meta — last 6 months.
How brands use Lactobacillus, market by market
Products and brands that sell it, active ads and brands that advertise it, and the median shelf price — per market.
| Market | Products | Brands selling | Active ads | Brands advertising | Median price |
|---|---|---|---|---|---|
| Germany | 31 | 24 | 9 | 2 | €48.88 |
| United Kingdom | 121 | 40 | — | — | £26.69 |
| France | 4 | 4 | — | — | — |
| Italy | 12 | 10 | 3 | 3 | €23.25 |
| Spain | 20 | 15 | — | — | €23.56 |
| Romania | 31 | 12 | 12 | 5 | 135.00 RON |
| United States | 16 | 13 | 2 | 2 | $35.99 |
| Austria | 3 | 2 | — | — | — |
Who is on the shelf right now
Top brands by number of Lactobacillus products, and the forms they use.
Most-used forms
| Form | Products |
|---|---|
| Lactobacillus bulgaricus | 71 |
| Lactobacillus spp. | 38 |
| Lactobacillus bulgaricus | 32 |
| Lactobacillus bulgaricus | 28 |
| Lactobacillus Strains | 24 |
| Lactobacillus bulgaricus | 24 |
Regulatory & positioning
| Botanical source | Lactobacillus spp. |
|---|---|
| Novel food status | — |
| EFSA authorized health claims | None authorized |
| Marketed categories (observed) | gut health, immunity |
No EFSA-authorized health claim exists for Lactobacillus, yet brands market it for gut health, immunity — the gap between claim and positioning is itself a competitive signal.
Where Lactobacillus shows up
Across the ad channels and marketplaces RavenBI tracks.
See the ads, listings and shops behind these numbers →
What is Lactobacillus?
Lactobacillus spp. is a genus of probiotic bacteria commonly used in dietary supplements. These microorganisms are included in formulations aimed at gut health and immune system support. Lactobacillus strains are often found in products such as capsules, powders, and functional foods. Their use is prevalent in supplements marketed for digestive balance and general wellness. As probiotics, they contribute to the microbial composition of the gastrointestinal tract and are incorporated into various supplement formats targeting consumers interested in maintaining digestive and immune system function.
This overview was generated with AI from public information and RavenBI's classification. Informational only, not medical advice.
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