The Probiotic Boom: India's Dairy Industry Strives for Gut Health
India's dairy industry is embracing a trend focused on gut-friendly products, accentuating the role of probiotics, an integral part of the nation's traditional cuisine. The industry sees a promising future driven by a rise in disposable incomes and growing consumer interest in health and wellness, leading brands to introduce probiotics in the market alongside extensive educational and promotional campaigns.
The segment, while niche, is expected to expand at a substantial compound annual growth rate (CAGR) of approximately 25% by 2032. According to Manish Bandlish, managing director of Mother Dairy Fruit & Vegetable Pvt Ltd, probiotics are positioned to capitalize on Indians' increasing favorability towards dairy-based products.
Forecasts from industry analysts, such as the IMARC Group, predict that sales of probiotic drinks, curd, and yogurt in India could skyrocket from $2.2 billion in 2024 to potentially $10 billion by 2033. This expectation has prompted dairy brands like Heritage Foods, which recently launched a probiotic buttermilk, to capitalize on this growing demand. In just a few months, this probiotic innovation has come to represent 15% of the company’s overall buttermilk sales, showcasing the rapid growth of the segment.
Health and wellness factors continue to drive demand, particularly influenced by the COVID-19 pandemic, which underscored the importance of nutrition in immune support. According to expert health advice, a balanced diet plays a crucial role in maintaining a diverse gut microbiota, propelling awareness and consumption of probiotic products.
Yet, the cost of producing such products is higher due to necessary imported cultures, with strains being sourced from overseas suppliers like Novonesis and IFF-Dupont. Moreover, regulatory standards in India mandate that for a product to be classified as probiotic, it must contain at least 100 million colony-forming units per gram, ensuring product efficacy.
As probiotic-infused products enter the mainstream, the trend is also being compounded by online health and wellness influencers who champion the benefits of gut health, appealing to a younger, tech-savvy demographic. According to GlobalData, 46% of Indian millennials are actively enhancing their gut health—an indication of the segment's potential.
The trajectory of probiotic dairy products, though currently competitive, appears lucrative as companies invest aggressively to establish and expand the category. Companies like Amul and Yakult are at the forefront, marketing innovations that cater to traditional tastes while adapting to modern wellness trends.
