Personalization of nutrition has become a hot topic in food industry circles over the past few years and the dietary supplements category has been a step ahead of packaged food and drink in this regard, having always been reliant on consumers’ own understanding or perception about shortfalls in their diets. However, even in this already individualized environment, personalization is going ever further and is impacting on product choice and consumer habits.
Segmentation in many forms
As suppliers target more individual needs, the supplements category continues to segment and this is being achieved in many different ways. As well as segmenting by broad product type or delivery format, there is also more specific targeting of certain populations (by age, gender or lifestyle), while marketing strategies are polarizing between functionality vs ingredient, i.e., some products are sold primarily on the basis of their efficacy and others on their active ingredient(s).
Segmentation of health messages is perhaps the single most important trend, however, with consumers now able to address an ever expanding range of specific health issues through supplementation. Within NPD, there are clear signs that mental health themes and anti-aging are becoming increasingly important. For example, the share of supplements carrying mental acuity claims rose at a CAGR of 26% over 2015-2019, while skin health claims increased their share of activity at a rate of 11% CAGR.
Emotional wellbeing is targeted
With 90% of consumers claiming to experience stress at least a few times a month and three-quarters saying that their average week is “very busy” or “pretty busy”, it is no surprise to find that supplements manufacturers are also looking to develop more products that can help boost mood, reduce stress or help with sleep and relaxation.
Wylde One Chill Af Cacao Herbal Supplement (United States, Mar 2020) and Ceno Vis Hello Focus Dietary Supplement: 60 Tablets (Australia, Mar 2020).
The botanical/herbal supplements category has been a particularly important stamping ground for such products, with a number of on-trend ingredients emerging in this field. For example, despite its many varied health claims, CBD is still most often associated with mood, relaxation and calm, while other nootropic or adaptogenic botanicals, such as bacopa monnieri, reishi mushrooms and ashwagandha, are also thriving.
Beauty from within
While many more consumers are starting to understand the role of nutrition in their mental and emotional wellbeing, it is also the case that they are recognizing its importance in supporting their appearance. Growth in hair, skin and nails supplements has made collagen another on-trend ingredient, while vitamins and minerals are also important in this space and there has been growth in hyaluronic acid and certain “beauty from within” botanicals.
While mental health and anti-aging issues are expected to remain important as drivers of supplements development in the coming years, it is inevitable that the COVID-19 outbreak around the world will also have a major impact on the market in the immediate future, boosting demand for immune health supplements. More products are expected to position themselves specifically on an immune platform rather than choosing a more scattergun approach of carrying multiple health claims.
The personalization of supplementation is also likely to intensify going forward, with improved technologies leading to the development of more services that allow consumers to interact with scientists and nutritionists to build the perfect supplement regimen for their individual genetic make-up and/or lifestyle. It doesn’t come much more personal than that.
“Global Supplements” is a new Category Insider report from Innova Market Insights. It bring together analysis of new product developments and trends, market sizes and industry structure to demonstrate how the category has been evolving and to suggest where future opportunities can be found.