Probiotics: The Next Big Step in Healthy Eating in The Netherlands

The protein boom may have reached its peak, but a new wave is rising fast: probiotics. Long championed by brands like Yakult and Danone Activia, probiotics are now poised to go mainstream—especially in the dairy category, where both established players and challengers are investing heavily in gut health innovation.

This shift aligns perfectly with our TrendReality report, where Health & Care stands out as one of the five dominant trend clusters. Within this, Health Nutrition is a key driver—and probiotics are emerging as one of its most promising pillars.
While the Netherlands currently sees the trend mostly in dairy, international markets are already expanding into soft drinks, healthy snacks, and beyond. Probiotics are no longer a niche—they’re the future of functional food.

Unlock the Opportunity

Want to understand what this means for your brand or category? Our Probiotics First Insights Report offers exclusive data and actionable insights:

• Shopper KPIs: Track the evolution of gut health products in Dutch dairy since 2022 and forecast short-term developments.
• Shopper Portrait: Discover who’s buying probiotics — demographics, health attitudes, lifestyle preferences, and media habits.
• Category Potential: Explore purchase intent across categories and uncover the motivations driving probiotic adoption.

Be the first to act on this trend.

Order the report now and discover where the growth lies—and how your
brand can lead the way.