Probiotics on the European supplement market
Most ingredient pages tell you what Probiotics 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 937 Probiotics products from 396 brands across the EU and US. 174 brands advertise it on Meta right now, and new-ad activity cooled 35% in the last 30 days. France shows the heaviest advertising, while United States has the largest shelf. The median EU shelf price sits around €46.
New Probiotics ads launched per month on Meta — last 6 months.
How brands use Probiotics, 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 | 66 | 36 | 167 | 17 | €62.00 |
| United Kingdom | 213 | 77 | 80 | 10 | £37.99 |
| France | 78 | 40 | 471 | 51 | €35.35 |
| Italy | 75 | 38 | 18 | 6 | €31.75 |
| Spain | 68 | 44 | 24 | 6 | €29.95 |
| Romania | 57 | 21 | 177 | 21 | 177.00 RON |
| United States | 331 | 106 | 63 | 31 | $40.00 |
| Austria | 8 | 4 | 26 | 4 | €72.99 |
Who is on the shelf right now
Top brands by number of Probiotics products, and the forms they use.
Most-used forms
| Form | Products |
|---|---|
| Probiotice | 687 |
| Probiotice (blend) | 61 |
| Probiotice (multi-strain) | 23 |
| Probiotice (complex) | 13 |
| Probiotice (live strains) | 11 |
| Probiotice (8 strains blend) | 8 |
Regulatory & positioning
| Botanical source | Probiotics |
|---|---|
| Novel food status | — |
| EFSA authorized health claims | refused |
| Marketed categories (observed) | gut health, immunity |
Where Probiotics shows up
Across the ad channels and marketplaces RavenBI tracks.
See the ads, listings and shops behind these numbers →
What is Probiotics?
Probiotics are live microorganisms commonly used as dietary ingredients in supplement formulations. They belong to the category of probiotics and are frequently included in products marketed for gut health and immunity. Probiotics are incorporated into various supplement formats such as capsules, powders, and functional foods. The strains used can vary widely, including species from genera like Lactobacillus and Bifidobacterium. Formulators often select specific strains based on stability, viability, and target consumer preferences. Probiotics are a key ingredient type in the growing segment of digestive and immune-related dietary supplements.
This overview was generated with AI from public information and RavenBI's classification. Informational only, not medical advice.
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