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The overall demand for probiotic products including those containing Bifidobacterium has been gradually growing. Consumers are acknowledging the potential health benefits of probiotics, particularly for gut health and immune support. The market growth can thus be attributed to this increasing demand as more consumers are seeking out probiotic supplements as well as functional food & beverages. Many consumers are adopting personalized nutrition to support their dietary needs. This trend is also influencing the industry growth with an added stress on customized probiotic solutions. Companies are looking to customize Bifidobacterium-based products to meet individual health goals, satisfy the gut microbiota composition, and adhere to precise health conditions.