The rise of Amazon and TikTok

The microbiome modulation market: The rise of Amazon and TikTok

Amazon continues to drive probiotic and prebiotic supplement sales growth, but shifting trends suggest that TikTok is driving search and social engagement around the topics, particularly for younger demographics.

The rise of Amazon and TikTok

Sales of probiotic supplements in the United States have declined in both mass and natural channels, according to data from SPINS. For the 52 weeks ending on Oct. 6 2024, probiotic sales in the mass market totaled just over $833 million, a 4.6% decrease from the previous year. Moreover, sales in the natural channel decreased almost 7% to just under $116 million. Despite this, the numbers are still bigger than they were pre-pandemic, said Scott D…