The ongoing worldwide pandemic has significantly changed the supplements and healthcare industries as immunity and general health turning into a frontline concern for the masses. This has changed health and supplement trends. As reported by most nutrition journals, 2020 indicated the highest market for nutritional supplements for the past 20 years, a 12% increase from the previous year. Therefore, the industry is expected to continue expanding to more customers in 2021.
Equally, an evaluation on immune boosting foods and dietary supplements among consumers indicated an increases marketability of products in 2020, with these trends expected to grow in 2021. Important nutritional supplements trends and outlook in 2021 can be categorized in the following broad groups; mental health, organic supplements and immune health.
Mental health supplement trends
The Hartman Group, a consumer research organization, indicated that fatigues, anxiety, stress, and depression prevalence are motivating factors for people prioritizing their mental health in 2019. The 2020 pandemic outbreak disrupted routine lifestyles to trigger stressors necessitated the need to support mental health. These trends are seen in the supplement market as reported by Coherent Market Insights firm, anticipating that the global mental health supplement market is likely to expand at an annual rate of 8.5% for the next six years. The market is expected to hit a maximum in 2027 with the market value of over $13 billion.
Immune health supplement trends
The worldwide immune health supplement industry is projected to expand at an annual rate of 9% starting 2019 to 2025, with its customers targeting for disease prevention measures. Immune health supplement ingredients that boost body immunity are responsible for the projected industrial growth. Such ingredients are medical herbs and mushrooms, collagen, multivitamins, vitamins such as vitamins C and D, probiotics, and Zinc (1) (3) (9) (12). At the start of the year, nearly fifty percent of immune health supplement customers indicated an increased purchasing trend. ( Read also our blog post about Liquid Collagen Drinks in 2021)
Nutritional supplement industry trends have indicated a significant heath trend in favor of organic supplements. The supplement purchase industry increased sales by 21% in the organic supplement sector in 2020. Most organic supplements products purchased early 2021 include beverages and foods. The shift to organic food supplements is triggered by an increasing customer awareness on the ingredient used in making such products and increased interest in natural ingredients like those that lack genetically modified organisms. Equally, third party certification of organic supplements labeled on such products provide extra assurance that the items meet health and safety measures.
Nutritional Trends for 2021
The 2021 nutritional trends relate to dietary choices made by individuals like personalized nutritional requirements, functional foods, food manufacturing transparency and at home dining requirement. Innova Market Insights Survey indicated that early 75% of individuals seek foods products that meet their needs, values, and beliefs at a personal level. Personalized nutrition has increased interested in developing personalized diet plans and supplements tailored to respective customer requirements for example genetic profiling. Trends indicate that consumers favor food products and supplements that support their respective lifestyles like keto-friendly and plant-based products. Plant based and keto-friendly product consumption increased by over 35% and 165% respectively between 2016 and 2021.
Another significant nutritional trend in 2021 is the increased interest in functional foods that provide additional benefits rather than nutrients like reduction of disease prevalence for example, a study conducted by Hartman Group in 2020 found that nearly fifty percent of adult consumers prefer beverages and foods that enable the body to avoid or treat certain ill-health conditions. Functional foods include those fortified with essential ingredients and nutrients for desired health impacts such as vitamin D and Zinc.
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Jhawar, N., Wang, J. V., & Saedi, N. (2019). Oral collagen supplementation for skin aging: A fad or the future? Journal of Cosmetic Dermatology, 19(4), 910-912. doi:10.1111/jocd.13096
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