The products launched in the US with digestive-health promoting ingredients have been growing swiftly in popularity terms. These products could be either prebiotics based or probiotic based. Probiotic bacteria are commonly seen in dairy, freeze dried and fermented foods. But prebiotics can be present in many forms – from baked goods to drink mixes, soups and frozen treats. In the field of probiotics, US has tremendous growth potential because of consumers’ natural predisposition to taking supplements and consuming dairy products. In 2013, the probiotics market crossed US$ 100 Million mark while the prebiotics market reached nearly US$ 170 Million. The market for the very substrates seems bright in the near future as it’ll grow relentlessly, riding on the back of factors including increased health awareness among consumers, the availability of variants, choice of food, and lifestyle associated disorders.