ADM releases forecast on dietary supplement trends

Our reporter Luo Chen

The COVID-19 pandemic has prompted consumers around the world to re-examine the healthiness of their lifestyles and refocus on health topics

Personalized Solutions

According to the report, consumers are actively seeking solutions that meet their specific health needs

The fastest-growing segments of the dietary supplement segment include stress, mood, and sleep support products, all of which are key components of emotional well-being and are related to overall well-being

The data shows that the top health problems that nutritional supplement users hope to solve through supplements are: 66% immunity, 57% energy, 54% cognitive and mental health, 50% heart health, and 49% digestive health

Flexible and convenient dosage form

Consumer experience is a key factor affecting consumer buying behavior and brand loyalty

For example, 43% of non-dietary supplement consumers find it very difficult to swallow tablets and capsules; 33% of dietary supplement consumers find it inconvenient to take their supplements on time, and innovative, convenient dosage forms can help them overcome these challenges , such as healthy fortified beverages, sparkling water, gummies, chewing gum, powders, drop bars, packets,

Specifically, 1 in 4 dietary supplement users globally would like to see nutritional supplements in different dosage forms; 54% of nutritional supplement users prefer supplements that provide multiple benefits in the same product 39% of consumers say it is important for nutritional supplements to be easy to consume; 66% of nutritional supplement users globally use capsules and tablets, followed by jellies and gummies (27%)

Clean Label and Sustainability

Today's consumers are increasingly concerned about the environment and sustainability, and they also seek brands with similar values ​​and practices when purchasing products

Specifically, 49% of non-dietary supplement users are concerned about the content of artificial ingredients; 43% of nutritional supplement users globally believe that botanical ingredients are important to their purchasing decisions; 40% of consumers worldwide believe that natural ingredients are very important important

In addition, one in 10 U.

A proactive approach to health care

Consumers are seeking more natural health products with functional ingredients to support and address their health concerns

In fact, 50% of consumers worldwide believe product safety claims are very important

Specifically, 75% of global consumers will make greater efforts to stay healthy because of the new crown epidemic; 61% of global nutritional supplement users take nutritional supplements to improve their overall health; 55% of global Consumers look for active ingredients they approve of; 1 in 4 people globally take dietary supplements daily or nearly every day

Functionality and fun

Just like the daily consumption of food and beverages, dietary supplements are expected to provide the same great experience

In fact, 64% of global consumers believe mindful enjoyment can be part of a healthy diet

　　In view of the dual needs of consumers for taste and nutritional function, dietary supplements and functional foods have also begun to further integrate

　　Flavor and color that consumers easily associate with certain functions include:

　　Dietary Supplements to Support Immune Function

　　Flavor: Citrus, Berry

　　Color: orange, yellow, red

　　Dietary Supplements to Relax and Support Sleep

　　Flavors: Lavender, Chamomile

　　Color: purple, blue

　　Dietary Supplements to Support Brain/Cognitive Health

　　Flavor: Tea, Mint

　　Color: green, orange

　　Responsible editor: Xiao Zhihan Review: Peng Zonglu