Health has become the number one driving force for future food research and development, and healthiness over affordability has become the priority factor when choosing food. Data from Innova Market Insights shows that health claims/labels have a significant impact on 61% of consumer purchasing decisions globally. Nutrition is a primary health concern, with three out of five consumers globally believing that living a healthier life is closely related to following a nutritious diet.
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In addition, a survey of 2,000 consumers in the United States found that 55% believed their lifestyle was healthier, while 10% believed it was not healthy enough, and 35% were neutral. To further promote healthy living, The Vitamin Shoppe released five new health trends in nutritional supplements in 2024 on June 13.
Trend 1: Weight Management
Obesity and overweight are common problems in many countries around the world, with the United States having the largest obese population in the world. According to TFAH analysis, in 2024, 41.9% of American adults will suffer from obesity, a 37% increase from 20 years ago. Obesity has increased the annual healthcare expenditure of the United States by $170 billion and has become a major public health challenge in the United States.
Given the close connection between obesity and type 2 diabetes, it is particularly important to find effective weight loss strategies. It is estimated that the number of Americans using GLP-1 diet pills is expected to reach 30 million by 2030. Nutrition experts at The Vitamin Shoppe pointed out that GLP-1 drugs can reduce appetite and thus reduce overall food intake, but this may cause malnutrition and gastrointestinal problems. Therefore, the importance of nutritional supplements such as protein, fiber, and probiotics has become increasingly prominent.
According to a survey by The Vitamin Shoppe, 53% of consumers choose exercise and physical activity to lose weight, 26% choose special diets, and 17% choose GLP-1 drugs or dietary supplements. Although some people are extremely concerned about weight control, more and more consumers are beginning to look for healthy weight management methods other than drugs. Sugar control has become the new focus in the health field. According to The Vitamin Shoppe survey, sales of sugar control supplements surged by nearly 40% in 2023.
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Trend 2: Healthy Aging
1) Cognitive Health
Cognitive function is an important part of healthy aging, which directly affects the brain health of the elderly. According to Alzheimer's Disease International, someone in the world develops dementia every 3 seconds, and more than 55 million people worldwide suffer from dementia in 2020. This number almost doubles every 20 years and is expected to reach 78 million by 2030 and 139 million by 2050.
Research has shown that a variety of dietary components are closely related to the cognitive function of the elderly. A high-carbohydrate diet may increase the risk of cognitive dysfunction in the elderly. Polyunsaturated fatty acids (such as DHA, EPA), vitamin C, coenzyme Q10, alpha-lipoic acid, ginkgo biloba, phosphatidylserine, etc. are generally considered to have a positive effect on cognitive function.
2) Anti-aging
Aging is a complex biological process involving changes in cell metabolism and energy production, which directly affect our overall health. The shortening of intracellular DNA telomeres and chronic oxidative stress are considered to be the root causes of aging. Aging is associated with an increased risk of multiple chronic diseases, including neurodegenerative diseases, bone and joint diseases, metabolic diseases, and cardiovascular diseases.
Nicotinamide adenine dinucleotide (NAD+) is a key intracellular coenzyme that plays a central role in regulating cellular energy metabolism and maintaining redox balance. Mammals can produce NAD+ using different precursors, including NMN (nicotinamide mononucleotide), NR (nicotinamide riboside), NA (nicotinic acid), Trp (tryptophan), Nam (nicotinamide), and trigonelline.
In addition, some antioxidants can neutralize free radicals in the body that accelerate cell aging, such as ergothioneine, spermidine, urolithin A, fisetin, quercetin, and lipoic acid, reduce cell damage caused by oxidative stress, thereby slowing down the aging process and reducing the risk of aging-related diseases.
3) Bone health
Bone health is a "big concept" that refers to the health of the entire skeletal system, including bones, cartilage, joints, tendons, ligaments, etc. As the aging population intensifies, the most common bone health problems are osteoporosis and osteoarthritis.
For bone health, the raw materials in the US market are relatively rich and diverse. In addition to mainstream vitamins and minerals, collagen, glucosamine, and chondroitin sulfate, some natural ingredients are also becoming popular, such as curcumin, krill oil, omega-3 fatty acids, astaxanthin, frankincense extract, hop resin extract, etc.
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Trend Three: Gut Health
As one of the important organs of the human body, the intestine is mainly responsible for digesting food, absorbing nutrients and water, and expelling waste. The huge microbiota in the intestines can participate in various physiological processes such as metabolism, immunity, and digestion of the human body. According to statistics, 40% of adults in the United States suffer from gastrointestinal diseases, and 75% of adults list digestive health as a core health concern.
Food and beverage manufacturers have also added support for intestinal health to their product lines. According to SPINS data, in the 52 weeks before August 10, 2023, sales of the digestive health beverage market reached US$1.18 billion, a year-on-year increase of 22.3%. ; High-fiber yogurt increased by 30%. It is worth noting that the probiotic candy and soda categories have experienced significant year-on-year growth, reaching 131% and 221% respectively.
Consumer research from The Vitamin Shoppe reveals a sharp rise in gut health awareness. The survey results showed that 23% of respondents said they had a deeper understanding of how gut health affects overall health, while 38% said their knowledge of gut health had increased and just 5% said they didn't know much about gut health.
This growth trend is equally significant in The Vitamin Shoppe's sales data. Best-selling probiotic digestive health product to see 24% year-over-year sales growth in 2023
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Trend 4: Health management for women over 40
As women's specific health issues receive more and more attention, according to the SPINS "2024 Trend Forecast" report, "women's health" has become a top priority affecting consumers' dietary choices. Especially for women aged 40 and above, the health challenges brought by menopause become particularly prominent due to fluctuations in hormone levels, including hot flashes, night sweats, sleep disorders, mood swings, weight gain, and slowed metabolism. The World Health Organization estimates that by 2030, 1.2 billion women worldwide will enter or be in menopause.
Unlike previous studies, women's awareness of menopause is also gradually improving. The Vitamin Shoppe's consumer survey showed that 58% of women said they had a deep understanding of potential health issues during menopause, while only 22% of women said they had limited knowledge of these issues. This shift reflects that women are increasingly inclined to seek natural and herbal health solutions.
According to Grand View Research, the global market for menopause-related products reached $17.8 billion in 2024 and is expected to grow to $24.4 billion by 2030, with the North American market accounting for 36% of the market share. Among the many products, dietary supplements are growing the fastest. SPINS data also shows that women are gradually turning to supplements for specific health issues, such as supplements for menopause, premenstrual syndrome (PMS), before and after pregnancy, and urinary tract health.
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Trend 5: Functional Beverages
According to SPINS data, sales of functional beverages have increased in all channels, with ready-to-drink functional beverages growing 20% in the natural channel and 5% in the multi-channel and convenience store channels in the 52 weeks ending November 5, 2023. It is worth noting that beverages containing L-theanine are particularly popular in the market. Data from The Vitamin Shoppe shows that in the first four months of 2024, consumer searches for L-theanine increased sharply by more than 25%. At the same time, according to SPINS, as of October 2023, sales of coffee and beverages containing L-theanine increased by 70% year-on-year, while sales of L-theanine water products also increased by 24%.
The main driving force behind this growth trend is the improvement of consumer health awareness and the increase in demand for functional beverages. Modern consumers are not only satisfied with the basic hydration function of beverages but also pursue vitamins, adaptogens, nootropics, and natural plant ingredients added to beverages to promote health and emotional balance. This is further confirmed by The Vitamin Shoppe's consumer survey, which showed that 42% of consumers are interested in beverage functions that can relieve anxiety and stress. In addition, consumers also expect beverages to provide energy boosts (39%), enhance immunity and support basic health (33%), improve sleep or rest quality (32%), and enhance cognitive function (20%).
As consumers' demand for healthy and functional beverages grows, this market is expected to continue to grow in the future. For beverage manufacturers, this means that new products need to be continuously developed to meet consumers' diverse needs for healthy and functional beverages.
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HSF Biotech's nutritional supplement ingredients
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