This report assesses trends in the global supplements category. NPD trends have seen some shifts in recent times, which could in part be due to the effects of major global events such as the COVID-19 pandemic and cost of living crisis, which has seen innovators and consumers targeting specific health needs such as immune health, mood health, insomnia/sleep health, for example. Immune health has the highest penetration of NPD activity, but it is mental acuity that is seeing fast growth; levels of concern for various claims do vary from region to region. Vegan/plant-based formulations is also an area to watch, with these products having broad appeal as consumers seek out ‘cleaner’ health solutions, often with more natural tastes and aromas.
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