A new study reveals that much of the confidence people have in the health benefits of supplements might not come from science, but from clever wording on labels. Phrases like “boosts brain function” are enough to make consumers believe that a supplement can prevent serious conditions like dementia.

According to a 2023 survey, three-quarters (74%) of Americans report taking dietary supplements, with a staggering 92% of users saying that they’re essential to maintaining their health. But how essential are they, really? And how convincing?

A new study led by the University of Texas Southwestern Medical Center has examined how commonly made claims, such as “supports heart health” or “supports brain health,” affect our beliefs regarding the health benefits of dietary supplements.

Under US Food and Drug Administration (FDA) regulations, three types of label claims are allowed on dietary supplements: nutrient claims, health claims, and structure/function claims. Nutrient claims refer to how much of an ingredient is in a supplement (e.g., “only 200 mg of sodium”). Health claims refer to any statement associating a supplement ingredient with the treatment or prevention of a specific disease. They’re based on evidence reviewed by the FDA and are relatively rare. Structure/function claims are meant to highlight the effect of a supplement ingredient on normal body function (e.g., “calcium builds strong bones”). The problem is, though, that these sorts of claims can use language that’s ambiguous, including phrases like “heart health” or “brain health”.

The researchers ran two online surveys of US adults. Survey one gauged 2,239 participants’ beliefs in relation to fish oil supplements, a real and widely used product. For survey two, the researchers created a completely made-up supplement – they called it “Viadin H” – to see whether labeling affected the preexisting beliefs of 2,164 participants. Each participant was randomly shown one of four labels for the supplement, which varied only in the type of health-related claim: “Supports Heart Health”, “Supports Cognitive Function”, “Brain Health”, or no claim at all. After viewing the label, participants answered whether they thought the supplement could prevent or treat diseases like heart attack, heart failure, stroke, dementia, osteoporosis, or cancer.

For the fish oil supplement, people shown the “Supports Heart Health” label were more likely than those shown a label with no claims to say the supplement prevented heart attacks (62.5% vs 53.9%) or heart failure (59.0% vs 50.7%). Those shown the “Supports Cognitive Function” label claim were more likely to report that fish oil prevents dementia (47.4% vs 39.6%) and improves memory in people with dementia (48.0% vs 40.5%).

For the hypothetical Viadin H, the labels had an even bigger effect, since participants couldn’t have had any prior beliefs about health benefits. Those shown a label that read “Heart Health” or “Supports Heart Function” were more likely to report that the supplement prevents heart attack or heart failure: 40.0% and 40.5% for each respective label. In contrast, those shown brain health-related labels and more likely to report that the supplement prevents dementia or improves memory were lower: 20.2% for the “Brain Health” label, and 23.3% for “Supports Cognitive Function”. For the control conditions of osteoporosis and cancer, labels didn’t significantly change perceptions for unrelated conditions.

The study has limitations. Principally, it was a survey about people’s perceptions, not whether they actually bought or used the supplements differently. There is the potential for issues using self-reporting because participants can choose answers at random or give responses they think are “expected.”

Regardless, the findings raise some interesting – and important – issues. By law, structure/function claims, such as “Supports Heart Health”, aren’t supposed to imply disease prevention or treatment. Yet, the study shows that many consumers interpret them that way. The study authors argue that these statements should be reclassified as health claims, which would require scientific evidence and FDA review. They said this would reduce consumer misunderstanding.

The study was published in the journal JAMA Network Open.

The study, published recently in the journal Clinical Nutrition, was co-authored by researchers at Ben-Gurion University, Harvard T.H. Chan School of Public Health, and the University of Leipzig.

Neurological conditions, including mild cognitive impairment and Alzheimer’s disease, have been associated with a higher brain age gap — a brain that’s “older” than would be predicted given a person’s chronological age. To evaluate the impact of diet on brain age, researchers analyzed data from around 300 participants in the DIRECT PLUS trial, one of the longest-running studies on the link between brain and diet. Over the course of 18 months, the participants consumed one of three diets: a standard healthy diet; a traditional calorie-restricted Mediterranean diet, which was low in simple carbohydrates, rich in vegetables, and replaced red meat with poultry and fish; and the green-Mediterranean diet, which additionally included green tea and Mankai.

When the researchers measured protein levels in the participants’ blood, they found that higher levels of certain proteins were associated with accelerated brain aging. Further, they found that those protein levels decreased in participants who followed the green-Mediterranean diet. The researchers hypothesized that the protective effect of the diet could be a result of the anti-inflammatory molecules contained in green tea and Mankai.

“Studying the circulating proteins in blood allows us to observe, in a real-life setting, how the brain’s aging processes are influenced by lifestyle and dietary changes,” said Anat Meir, postdoctoral research fellow at Harvard Chan School, who co-led the study. “This approach gives us a dynamic window into brain health, helping to reveal biological changes long before symptoms may appear. By mapping these protein signatures, we gain powerful new insight into how interventions, such as diet, may help preserve cognitive function as we age.”

Senior author of the study was Iris Shai, adjunct professor of nutrition at Harvard Chan School. Other Harvard Chan School co-authors included Dong Wang, Frank Hu, and Meir Stampfer.

The Global Probiotics Market is experiencing significant growth, driven by increasing consumer awareness regarding health and wellness, as well as a rising demand for functional foods and dietary supplements. Probiotics, which are live microorganisms that confer health benefits when consumed in adequate amounts, have gained popularity for their ability to improve gut health and boost immunity. The Global Probiotics Market size is estimated to be valued at USD 70.6 billion in 2025 and is expected to reach USD 120.5 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 8.5% from 2025 to 2032.

➤Strategic Actionable Insights for the Market:

The rising trend of preventive healthcare is a significant driver for the probiotics market, as consumers increasingly seek out products that can enhance their overall well-being and prevent health issues. For instance, a survey indicated that over 70% of consumers are willing to pay a premium for health-enhancing products, showcasing a robust demand for probiotics.

The expansion of e-commerce platforms has also transformed the distribution landscape for probiotics, allowing consumers access to a broader range of products. In 2024, online sales accounted for approximately 35% of the total probiotics market revenue, highlighting the importance of digital channels in reaching health-conscious consumers.

Furthermore, innovations in product formulations, such as vegan and plant-based probiotics, are gaining traction among consumers who prefer sustainable and ethical choices. A recent report indicated that the market for plant-based probiotics grew by 20% in the last year, reflecting changing consumer preferences.

Increased research and development efforts in the probiotics space are leading to enhanced product efficacy and novel applications. Companies are investing heavily in clinical trials, with estimates suggesting that R&D expenditures in the probiotics sector will exceed USD 1 billion by 2025, fostering innovation and market growth.

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➤Leading Companies of the Market:

Nestlé S.A.

Danone S.A.

Yakult Honsha Co., Ltd.

Procter & Gamble Co.

Kraft Heinz Company

Chr. Hansen Holding A/S

DuPont de Nemours, Inc.

Synlogic, Inc.

ProbioFerm

BioCare Copenhagen

GanedenBC30

Lifeway Foods, Inc.

Competitive strategies among leading companies include Nestlé’s focus on strategic acquisitions to enhance its product portfolio and distribution capabilities, while Danone emphasizes the development of new product lines tailored to regional preferences. Yakult’s commitment to extensive scientific research has solidified its position as a leader in the probiotics market.

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➤Market Taxonomy and Regional Coverage of Report:

Identify Comprehensive Market Taxonomy of the Report:

By Product Type: Dairy-based Probiotics, Non-dairy Probiotics, Dietary Supplements, and Others.

By Application: Food & Beverages, Pharmaceuticals, Animal Feed, and Others.

By Distribution Channel: Supermarkets/Hypermarkets, Health Stores, Pharmacies, and E-commerce.

➤ Regional and Country Analysis:

North America: U.S. and Canada

Latin America: Brazil, Argentina, Mexico, and Rest of Latin America

Europe: Germany, U.K., Spain, France, Italy, Benelux, Denmark, Norway, Sweden, Russia, and Rest of Europe

Asia Pacific: China, Taiwan, India, Japan, South Korea, Indonesia, Malaysia, Philippines, Singapore, Australia, and Rest of Asia Pacific

Middle East & Africa: Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, United Arab Emirates, Israel, South Africa, North Africa, Central Africa, and Rest of MEA

➤Key Reasons for Buying the Global Probiotics Report:

Comprehensive analysis of the changing competitive landscape

Assists in decision-making processes for businesses along with detailed strategic planning methodologies

The report offers forecast data and an assessment of the Global Probiotics market

Helps in understanding the key product segments and their estimated growth rate

In-depth analysis of market drivers, restraints, trends, and opportunities

Comprehensive regional analysis of the Global Probiotics market

Extensive profiling of the key stakeholders of the business sphere

Detailed analysis of the factors influencing the growth of the Global Probiotics market

➤Key Growth Drivers Fueling Market Expansion:

The growing awareness of gut health has significantly influenced market dynamics, with a reported increase in consumer interest in gut-friendly products. In 2023, 60% of consumers actively sought probiotics for digestive health.

The rise in health-conscious consumers is propelling the demand for functional foods and beverages, as evidenced by a 25% increase in sales of probiotic-infused beverages in 2024. Additionally, an aging population is driving the growth of probiotics, with older adults increasingly relying on these products to maintain health and vitality.

Government initiatives promoting probiotics as part of a healthy diet further support market growth. Countries such as Japan and the U.S. have established guidelines advocating the inclusion of probiotics in daily nutrition.

➤Emerging Trends and Market Shift:

The probiotics market is witnessing a notable shift toward personalized nutrition, with companies increasingly focusing on formulating tailored probiotic solutions based on individual microbiomes. This trend is expected to gain momentum, as consumers seek products that cater specifically to their health needs.

Moreover, the rise of digital health platforms is transforming consumer engagement, enabling real-time feedback on probiotic effectiveness and facilitating a more informed purchasing decision process.

➤High-Impact Market Opportunities by Segment and Region:

The dietary supplements segment presents a lucrative opportunity, as consumers increasingly turn to probiotics for immune support. With an estimated growth rate of 10% in this segment, product innovation and marketing strategies will be crucial for capturing market share.

Regionally, the Asia Pacific market is poised for substantial growth, driven by increasing disposable incomes and changing dietary habits. A projected CAGR of 9% highlights the potential for companies to establish a strong foothold in this region.

➤Frequently Asked Questions:

Who are the dominant players in the Global Probiotics market?

The dominant players include Nestlé, Danone, and Yakult, known for their extensive product ranges and strong market presence.

What will be the size of the Global Probiotics market in the coming years?

The market is projected to reach USD 120.5 billion by 2032, reflecting strong growth.

Which end-user industry has the largest growth opportunity?

The dietary supplements industry shows the largest growth opportunity, driven by increased consumer interest in health and wellness.

How will market development trends evolve over the next five years?

Trends will shift towards personalized nutrition and digital engagement, enhancing consumer experiences and product effectiveness.

What is the nature of the competitive landscape and challenges in the Global Probiotics market?

The landscape is competitive, with challenges including regulatory hurdles and the need for continuous product innovation.

What go-to-market strategies are commonly adopted in the Global Probiotics market?

Strategies include leveraging e-commerce platforms and focusing on health claims supported by scientific research.

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