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Supplement Trends: What’s New

Responding to health-conscious consumers
2 mins


February 2024

In recent years, the supplements market has undergone substantial growth, influenced by various factors that reflect evolving consumer preferences and health-conscious lifestyles. Several noteworthy trends have emerged within this industry, indicating shifts in consumer behaviour and demands, and here we discuss some of the latest:

Personalised Nutrition

A huge shift towards personalised nutrition has been witnessed, reflecting a growing awareness among consumers about the positive impact of individualised health regimens. This trend is driven by the recognition that a one-size-fits-all approach may not effectively address the diverse and unique nutritional requirements of the individual.

There are several factors contributing to the rise of personalised nutrition, for example, age, gender and lifestyle; precision supplementation, tailoring products to an individual’s genetic profile; customised vitamin packs based on the individual’s specific health goals, health status and dietary requirements. With the advancements into genetic testing, personalised nutrition has now become a key driver in innovation as we are now able to understand, in more detail our genetic disposition.

The Clean Label Movement

With a rise in health conscious and environmentally aware consumers, supplement manufacturers are adapting to meet with the demand for plant-based and clean-label products. This shift reflects not only a change in dietary choices but also a broader cultural movement towards wellness, sustainability, and a more transparent and conscientious approach to personal and planetary health. Consumers are increasingly drawn to supplements derived from a variety of plant sources, including algae, mushrooms, herbs, and botanical extracts. This diversification allows for a broader spectrum of nutrients while catering to those seeking alternatives to traditional animal-derived products. The clean-label movement emphasises simplicity and transparency in product labelling and consumers are actively seeking supplements with clear and easily recognisable ingredient lists, avoiding artificial additives, colours, and preservatives.

Immune Boosts

The global pandemic has triggered a profound shift in consumer behaviour and has elevated the importance of immune health to the forefront of the wellness conscious. This heightened awareness has led to a surge in demand for immune-boosting supplements, with consumers actively seeking products formulated with key ingredients known for their immune-enhancing properties. This trend has not only influenced consumer choices but has also prompted manufacturers to innovate and introduce new products specifically designed to support immune health.

Probiotic Innovation

In recent years we have been made aware of the pivotal role gut health plays in our overall well-being, sparking a surge in the market for probiotic supplements. Probiotics are live microorganisms with potential health benefits when consumed in adequate amounts and they have captured the attention of consumers seeking holistic approaches to health. This increased interest has led to substantial growth in the probiotics market, with innovative offerings extending beyond traditional dairy-based products.

So, in conclusion, the supplements market is evolving to meet the dynamic needs of consumers who are increasingly focused on preventive health measures and holistic well-being. These trends suggest a continued emphasis on personalisation, transparency, sustainability, and innovation, and as consumer awareness and preferences continue to shape the supplements market, brands and retailers will most certainly need to adapt their offer and stay attuned to remain competitive.

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