After declining in recent weeks, the number of patients with influenza-like illness has begun rising again for the first time in four weeks, highlighting the importance of health management across age groups. Interest is also growing in research examining the links between gut microbiota and immune function.

According to industry sources on the 6th, gut microbiota are known to play roles in intestinal mucosal defense, immune cell activation and the regulation of inflammatory responses.

A study published in May 2026 in the <em>International Journal of Molecular Sciences</em> (IJMS) found that gut microbiota may influence systemic immune function through interactions between the intestinal epithelial barrier and immune cells.

The paper particularly emphasized the importance of scientifically validating the characteristics and functions of individual probiotic strains, noting that immune-related effects can vary depending on the strain.

Probiotics Market Worth More Than $400 Million as Competition Intensifies Around Strains and Survival

In South Korea's probiotics market, technological differentiation—including strain research and survival through the digestive tract—is emerging as a key competitive factor, moving the industry beyond its earlier focus on volume-driven growth.

According to the Ministry of Food and Drug Safety's <em>2025 Production Performance of Food and Other Products</em> report, domestic probiotic production totaled 653.8 billion won in 2025, up slightly from 639.7 billion won the previous year. However, the figure was approximately 15% lower than the 767.7 billion won recorded in 2021, indicating that growth has slowed from previous levels.

Industry players are moving beyond competition centered on guaranteed probiotic counts and focusing instead on the characteristics and functionality of individual strains, as well as their ability to survive passage through the digestive system.

Because probiotics are living microorganisms, their ability to withstand various digestive conditions, including stomach acid and bile, is considered an important technological factor.

Against this backdrop, Cell Biotech is seeking to strengthen its technological competitiveness through its proprietary Dual Coating technology and research into its CBT probiotic strains.

According to Cell Biotech, Dual Coating is a fourth-generation coating technology designed to protect probiotics and reduce bacterial loss during digestion, including exposure to stomach acid and bile. The company said clinical trials showed that the technology increased probiotic survival by up to 221 times.

The company is also continuing research and development to identify the characteristics and functions of individual strains in its proprietary CBT probiotic portfolio. It aims to strengthen its competitiveness through an integrated approach encompassing the development of 100% Korean-origin strains, research and development, and manufacturing technology.

From Infants to Older Adults, Product Development Expands Around Life Stages

Another major shift in the probiotics industry is the growing segmentation of products according to age and life stage. Because gut microbiota can vary with age, diet and living conditions, research into strains and product design tailored to specific consumer groups is becoming increasingly important.

Infancy is a critical period during which the gut microbiome develops. In adults, diet and stress are among the factors studied, while research involving older adults focuses in part on age-related changes in gut microbiota composition. In response, companies are expanding product development to address the characteristics of different life stages, from infancy through old age.

Rather than simply dividing products by age group, the industry is placing greater importance on selecting strains suited to specific consumers and establishing scientific evidence for their safety and functionality.

The probiotics industry is expected to move beyond competition based solely on increasing bacterial counts, with research and development capabilities becoming increasingly important. Key areas include proprietary strain development, functional validation and technologies that improve survival in the digestive tract.

As gut microbiome research expands into areas including immune function, metabolic health and the gut-brain axis, the importance of scientifically identifying the characteristics of individual strains is also growing.

"Competition in the probiotics market is increasingly about which strains are used and how scientifically their effects are validated, rather than simply how many probiotic bacteria a product contains," a Cell Biotech representative said. "We plan to strengthen our technological competitiveness through proprietary strain research and Dual Coating technology while continuing research and development that takes the characteristics of different life stages into account."

After declining in recent weeks, the number of patients with influenza-like illness has be …

Flu Season Fuels Interest in Immune Health as Probiotics Industry Competes on Strain Research and Survival Technologies