April 14, 2025 – There has been a growing shift toward healthier snacking options in recent years as consumers become more conscious of their dietary choices. Even though pre and probiotics are gaining popularity across various product categories, they have yet to become more mainstream in snacks. Innova Market Insights research looks at the trends shaping the developing global prebiotic and probiotic snacking market.
Positive Online Buzz
Consumers are increasingly interested in snacks that offer functional health benefits, particularly those containing prebiotics and probiotics. This trend is driven by a growing awareness of digestive health and the significance of the gut microbiome in overall well-being. Online discussions about pre- and probiotic snacks are on the rise, with many consumers viewing them favorably or neutrally. As a result, there is a noticeable demand for snacking options that support digestion. Brands like Yakult and Munk Pack are effectively leveraging this trend in their social media marketing, using hashtags like #probiotics to connect with their audience and engage consumers.
Millennials Embracing Prebiotic & Probiotic Snacks for Wellness
Millennials, those aged 25 to 34, lead online discussions on prebiotic and probiotic snacks. This generation, known for their preference for functional foods, seeks snacks that offer digestive benefits, boost energy levels, and promote overall wellbeing. As a result, there has been a noticeable increase in interest and mentions of snacks infused with prebiotics and probiotics.
Digestive Health
The gut-health trend is transforming the snack industry as consumers increasingly seek options that promote digestive well-being. Consumers choose prebiotics and probiotics to support their gut health, with over a quarter of consumers indicating that digestive health is a primary factor influencing their purchases of functional foods and beverages.
Additionally, nearly 40% of consumers are actively looking for probiotics as an ingredient in functional foods and beverages. The positive effects of probiotics on gut health are prominently highlighted in claims for snacks, while fiber — essential for gut health — is a claim used in the prebiotic snack category, with messages such as “Infused with prebiotic fiber to support gut health.”
Functional Health Benefits
Consumers are increasingly interested in snacks that offer functional health benefits, particularly those that support digestive health, such as prebiotics and probiotics. This growing awareness of the gut microbiome’s importance to overall wellbeing has led to a rise in the popularity of probiotic-infused snacks, fiber-rich options, and ingredients packed with prebiotics.
Consumers recognize the important connection between gut health and various aspects of wellness, including immunity, energy levels, and mental clarity. Many snack brands now cite these benefits in their marketing messages to appeal to health-conscious consumers.
Prebiotics and Probiotics in Yogurt
Prebiotic benefits are gaining traction within the snack category, while probiotic snacks, especially dairy-based options like yogurt, are leading the charge. This dominance is largely due to yogurt’s long-standing association with digestive health and consumer trust in fermented products. Yogurt remains a key player in the pre and probiotic market, driving conversations around dairy-based snacks thanks to its natural probiotics.
Prebiotics and Probiotics Expanding into New Snacking Products
Yogurt is a significant player in the pre and probiotic market, evolving beyond its traditional role to encompass snacks, confectionery, desserts, and ice cream. This expansion reflects the innovation around functional, gut-friendly snacks.
The prebiotic benefits of snack nuts and seeds are also gaining consumer attention, presenting a promising opportunity in the snack category. Incorporating pre and probiotic ingredients into traditionally indulgent products, such as confectionery, also aligns well with the growing consumer demand for healthier and more functional options.
Prebiotic & Probiotic Infused Products
Brands increasingly incorporate prebiotics and probiotics into a wide range of snack products. This trend spans various categories, including dairy-based snacks, fruit-based snacks, protein bars, and confectionery. Notably, emerging brands are reintroducing their snacks with probiotic claims to attract health-conscious consumers. For example, Mariani has launched Probiotic Dried Fruit, a fruit-based snack that boasts about its probiotic credentials. Additionally, Nature’s Garden offers Probiotic Yoggies, which consist of fruit bites coated in creamy yogurt, highlight its probiotic and fiber content in claims.
What’s Next in Prebiotic and Probiotic Snacking?
Consumers are increasingly interested in gut health, resulting in emerging trends in prebiotic and probiotic snacks, as seen in one of Innova Market Insights 10 Ten Trends for 2025, “Gut Health: Flourish From Within”. As consumers learn more about gut health benefits, they seek snacks containing prebiotic and probiotic ingredients. This emphasis on digestive health and immune support will inspire new product innovations.
In the future, we can expect more snacks that combine gut-friendly ingredients with popular flavors. These may include kombucha-infused chips, probiotic granola bars, and prebiotic chocolate.
Additionally, as consumers demand products with clean labels, we will likely see an increase in plant-based, organic, and minimally processed snacks. This shift reflects a rising consumer interest in healthy snacks that promote overall well-being.
This article is based on Innova’s Trending in Prebiotic & Probiotic Snacking – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
