North America Vaginal Health Probiotic Supplements Market to Double, Reaching $225.99M by 2032 | Uqora, Renew Life, and Bonafide Drive Innovation in Vaginal Probiotic Supplements

The North America vaginal health probiotic supplements market reached US$111.93 million in 2024 and is expected to reach US$225.99 million by 2032, growing at a CAGR of 9.3% during the forecast period 2025-2032.The market is growing rapidly, fueled by rising awareness of women's intimate health and the increasing prevalence of vulvovaginal discomfort. A US survey of 913 women found that 79.1% were diagnosed with genitourinary syndrome of menopause (GSM), with vaginal dryness (100%), painful intercourse (77.6%) and infections being the most common issues, while gynecologists observed signs such as mucosal dryness (99%) and thinning of vaginal tissue (92.1%). These findings underscore a massive unmet need for safe, natural and hence driving growth of vaginal probiotic supplements as effective solutions.

Key Points:

2024 Market Size: US$111.93 Million

2032 Projected Market Size: US$225.99 Million

CAGR (2025-2032):9.3%

Largest Market: US

Fastest Market: Mexico

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Key Developments

✅ In August 2025, Uqora, a U.S.-based women's health company, expanded its probiotic supplement line targeting recurrent urinary tract health.The launch aims to strengthen its presence in the North American vaginal health probiotics market and address rising consumer demand for preventive solutions.

✅ In July 2025, Renew Life, a leading probiotic brand in the U.S., announced new clinical-backed formulations designed for women's vaginal and digestive health.The company highlighted growing adoption of multi-strain probiotics supported by scientific trials for improved efficacy.

✅ In May 2025, Bonafide Health raised new investments to accelerate distribution of its vaginal probiotic products across retail pharmacies in North America.The funding supports brand expansion and consumer education initiatives for women's intimate health.

✅ In January 2024, Lemme launched a capsule version of its bestselling Lemme Purr gumm!es, expanding its lineup of women's health products. The new capsules, clinically formulated to support vaginal pH balance, odor control, taste and overall vaginal and urinary tract health, follow high demand and multiple sell-outs of the gummy version.

✅ In January 2023, Love Wellness expanded into over 1,600 Walmart stores in US, bringing its clean, doctor-developed personal care products closer to everyday consumers. Shoppers can now access popular gut and vaginal health solutions, including Good Girl Probiotics, Flora Power, Sparkle Fiber and Bye Bye Bloat, at everyday low prices. The expansion also features immersive consumer activations in Austin and Nashville this summer to promote awareness of the gut-vagina connection.

✅ In May 2024, Seed Health has launched VS-01 Vaginal Synbiotic, the first clinically validated vaginal probiotic designed to rapidly establish an optimal microbiome dominated by Lactobacillus crispatus. Developed from Dr. Jacques Ravel's pioneering research, VS-01 uses three proprietary L. crispatus strains to maintain vaginal pH and stability. The launch expands Seed's microbiome-focused innovation portfolio, offering a science-driven solution for gynecological and reproductive health.
Market Dynamics:

Growth Driver: Rising Acceptance of Probiotics Beyond Gut Health

The rising acceptance of probiotics beyond gut health is reshaping North America women's wellness market and directly fueling demand for vaginal health probiotic supplements. For years, probiotics were primarily associated with digestion, but growing scientific evidence and consumer awareness have expanded their role into vaginal, urinary and reproductive health. According to an IFIC Survey, in US 37% of women are familiar with probiotics and actively try to consume them, while 49% seek them most commonly through supplements, showing a clear behavioral shift.

This trend has encouraged companies to innovate beyond traditional gut-focused formulas, tapping into the intimate care space. In March 2024, Seed Health, a US-based microbiome science company, announced VS-01, the first clinically validated vaginal symbiotic. VS-01 combines three proprietary strains of Lactobacillus crispatus with a prebiotic to establish and sustain an optimal vaginal microbiome, addressing the fact that nearly 90% of women lack a stable L. crispatus-dominated ecosystem. This breakthrough marked a turning point by proving that probiotics could go beyond gut health to provide clinically validated vaginal benefits.

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Regulatory Analysis:

The regulatory landscape for vaginal health probiotic supplements in North America is becoming increasingly structured, reflecting heightened consumer safety expectations and the evolving nutraceutical market. In the US, these products are primarily regulated by the FDA under the Diet Supplement Health and Education Act (DSHEA), which mandates accurate labeling, safe ingredient use and adherence to Good Manufacturing Practices (GMP).

Claims regarding disease prevention or treatment are strictly prohibited, prompting many brands to adopt scientifically supported statements about maintaining vaginal flora balance. The FTC also monitors advertising to prevent misleading health claims, adding another layer of oversight.

Third-party certifications, such as USP or NSF, are often adopted to demonstrate compliance and build consumer trust. Recent product launches, such as Seed Health's VS-Classic, reflect careful adherence to FDA regulations and labeling requirements.

In Canada, vaginal health probiotics are regulated as Natural Health Products (NHPs) by Health Canada. Manufacturers must obtain a Natural Product Number (NPN) before marketing their products. Health Canada requires evidence of safety, efficacy and quality, including strain-specific data and colony-forming unit (CFU) counts.

Health claims for certain probiotic strains are approved only if specific conditions are met. For example, in September 2024, SynBalance SRL announced that Health Canada authorized a functional claim for SynbÆctive Femme, a patented blend containing L. plantarum PBS068, L. rhamnosus LRH020 and B. lactis BL050. Backed by three clinical studies, Femme demonstrated efficacy in reducing bacterial vaginosis recurrence, improving vaginal microbiota and supporting menopausal women's vaginal health. This approval not only validates the importance of clinical backing but also enhances SynBalance's credibility and market presence in North America.

In Mexico, probiotic supplements are regulated by COFEPRIS under the General Health Law. These products are considered diet supplements and must meet safety and quality standards. While historically focused on gastrointestinal health, there is growing interest in women's reproductive health, prompting regulatory attention.

Market Key Players:

Biom Probiotics

Garden of Life (Nestlé S.A.)

Happy V.

Lemme

Love Wellness

O Positiv, Inc.

Physician's Choice

Seed Health, Inc.

VH Essentials

Wellgard

Market Segmentation:

By Form (Oral Supplements, Topical Supplements)

By Application (Bacterial Vaginosis (BV) Prevention & Treatment, Menopause Support and Healthy Ageing, Infection Prevention & Vaginal Microbiome Support, Urinary Tract Health & Vaginal pH Balance, General Vaginal Health & Hygiene),

By End-User (Pre-Menopausal Women, Peri-Menopausal Women, Post-Menopausal Women)

By Country (US, Canada, Mexico)

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