Italy’s Probiotics Market Set to Grow by Over €230 Million by 2028
Italy’s probiotics market is on track for substantial growth, with an expected increase of USD 246.64 million (€228 million) between 2023 and 2028, according to new research. This expansion reflects a compound annual growth rate (CAGR) of 6.36% during the forecast period, driven by rising consumer awareness around immune and gut health as well as increasing demand for functional and fortified foods.
Health Trends Powering Market Momentum
The growing interest in digestive wellness and immunity is reshaping purchasing behavior across Italy. Consumers are gravitating toward products perceived to support health and prevent lifestyle-related conditions. Probiotics—in both food and supplement form—have become a popular choice for their functional benefits, positioning them as central to the preventive health movement.
This shift is further supported by a marked rise in health-consciousness following the pandemic, with more households exploring probiotic-rich options such as yogurt, fermented drinks, and supplement capsules. The widespread availability of these products through diversified retail channels—including e-commerce, supermarkets and health stores—has further fueled adoption across different demographics.
Product Innovation and Expanding Distribution Channels
FMCG brands are responding with increased innovation, introducing new formulations that cater to evolving consumer preferences. Clean-label products, vegan and lactose-free formats, and probiotic strains tailored for specific health outcomes (such as women’s health or stress management) are gaining traction. Personalized nutrition is also on the rise, with brands exploring DNA-based recommendations and microbiome testing integrations.
Meanwhile, expanding distribution channels—particularly online platforms—have enabled more direct access to probiotic products. E-commerce continues to be a key accelerator, providing convenience and a wider product assortment, especially as Italian consumers increasingly turn to digital avenues for health and wellness purchases.
Strategic Implications for FMCG Players
For FMCG professionals, the report underlines the importance of aligning product portfolios with health-forward innovation and tapping into omni-channel retail strategies. Investments in R&D, transparent labeling, and educational marketing campaigns will be crucial to winning consumer trust and standing out in a crowded marketplace.
As functional nutrition secures a stronger foothold in Italy’s FMCG landscape, the demand for evidence