HealthLine Projects the Top 7 Vitamin and Supplement Trends of 2021
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This article originally appeared in Presence Marketing’s April 2021 Industry Newsletter
By Steven Hoffman
The dietary supplement industry experienced its highest growth in more than two decades, with a 12.1% increase in 2020 as U.S. consumers focused during the coronavirus pandemic on improving their health and fitness and boosting immunity and wellness, reported HealthLine. The growth trend is expected to continue into 2021, with the following seven trends highlighted by HealthLine for the coming year: 1. Stress and Mental Health – consumers are turning to supplements to support mental health, and a recent report anticipates brain and mental health supplements will grow 8.5% over the next six years; 2. Beauty Support – there’s an increased interest in beauty as a subcategory of the supplements industry, said HealthLine, which reported that Google searches for collagen supplements increased 33% over the past year; 3. Immune Health – there’s been a 50% increase in consumers seeking out immune supporting supplements, according to HealthLine, and expect to see growth in sales of zinc, selenium, B complex vitamins, vitamins C and D, elderberry, echinacea, astragalus, turmeric, ginger, and in particular, medicinal mushroom extracts including chaga, cordyceps, lion’s mane, reishi and others; 4. Vitamin D – As studies link low vitamin D levels with increased risk of complications from COVID-19, vitamin D continues to lead the charge as the top nutrient for overall health, HealthLine said; 5. More Enjoyable Supplement Experiences – Think gummies as consumers seek more convenient and enjoyable delivery vehicles for dietary supplements; 6. Trustworthy Companies – consumers are becoming increasingly knowledgeable about their health, and they’re growing wary of misleading or false health claims, and consumers will pay more for brands they trust to be transparent and honest about their products; and 7. Pet Nutrition – among the fastest growing categories in the pet industry are supplements and pet food products to help ease anxiety, aid skin issues and improve our pets’ gut health, and the pet dietary supplements market is projected to reach a valuation of #3.78 billion by the end of 2021, HealthLine reported.
More than 75% of U.S. Adults Take Supplements; Millennials Turning to Probiotics
Photo by Compass Natural
Source: Presence Marketing News, November 2017
Author: Steven Hoffman, Compass Natural Marketing
Multivitamins, Vitamin D and Vitamin C are the most popular dietary supplements among U.S. adults, says a new consumer survey conducted by the Council for Responsible Nutrition and published on October 19. The survey found that overall, 87% of U.S. adults have confidence in the safety, quality and effectiveness of dietary supplements. According to CRN, 76% of U.S. adults use dietary supplements, an increase of 5% over 2016 values.
In related research, Millennials are driving sales in probiotics and functional foods. According to Packaged Facts, Millennials aged 18-34 have relatively higher interest in probiotic foods and beverages compared to Gen Xers and Baby Boomers. Overall, approximately 25% of U.S. adults seek out foods and beverages with high amounts of probiotics or prebiotics, according to Packaged Facts’ 2017 National Consumer Survey.
With the increased focus on their health and wellness potential in recent years, probiotics have emerged as one of the biggest trends today in the food and beverage industry, says Packaged Facts. Products range from the familiar (i.e., yogurt, kefir, kombucha and infant nutrition) to the cutting edge (probiotics in soda, coffee, tea, soups, beer and more).
“Probiotics have emerged as a driving trend in the industry,” said David Sprinkle, Packaged Facts Research Director. “And given the core importance of gut health, this suggests continued potential for growth of probiotic- and prebiotic-containing foods, as consumers continue to learn more about them and next-generation products make their case in the market.”
Packaged Facts’ survey also found even higher interest in probiotics among those who shop for food in the natural channel, which “retains its role as the most significant retail sector for food and nutritional trends,” it said.
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Steven Hoffman is Managing Director of Compass Natural, providing brand marketing, PR, social media, and strategic business development services to natural, organic and sustainable products businesses. Contact steve@compassnatural.com.
Global Natural Health Supplements Market to Grow at 8 Percent CAGR
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It’s the supplement a day that keeps the doctor away. Or so think the world’s consumers, as people prefer to adopt a healthy lifestyle and preventive healthcare, reports international market research firm Persistence Market Research in a new global market study released in April 2017.
Such interest in staying healthy and avoiding urban lifestyle-related diseases such as diabetes, obesity and high blood pressure will drive an estimated 8 percent CAGR from 2016 – 2024, projects Persistence Market Research. Valued at U.S. $37 billion in 2016, the global natural health supplements market is forecast to reach U.S. $70 billion by 2024.
“Growing adoption of self and direct medical practices is propelling growth of the global natural health supplements market in the coming years. Furthermore, upsurge in demand for natural health supplements among an older population suffering from disorders related to joints and bones is likely to fuel growth of the global natural health supplements market over the coming years,” said Persistence Market Research.
In addition to retail, growing trends of digitalization and e-commerce platforms will significantly boost growth of the global natural health supplements market, the market research firm added.
“People have begun realizing the importance of preventive health measures and therefore are drifting towards choices that decrease the negative effects of such lifestyle diseases,” said Persistence Market Research.
“Natural health supplements act as a healthy alternative to prevent such diseases. This has led to an explosive growth in the market for natural health supplements globally. Moreover, due to the increasing penetration of the Internet, various health magazines and online forums such as Livestrong.com and nutraceuticalworld.com provide vital information to consumers regarding the health benefits associated with the intake of natural health supplements. This has had a positive effect on the global natural health supplements market.”