STRENGTHENING RESISTANCE IS THE TREND OF THE YEAR IN THE NUTRITIONAL SUPPLEMENT INDUSTRY
The biggest dietary supplement trends of 2021 are supporting immunity and mental health, as well as natural products. Other key trends are online shopping, individual nutrition, transparency and family nutrition. The trends show the effect of the ongoing corona pandemic. We gathered together the 7 most interesting dietary supplement trends of the year.
1. DIETARY SUPPLEMENTS THAT STRENGTHEN IMMUNITY
Covid-19 reminded us that changes in health can happen at any time. The pandemic prompted many to look for products that could support immunity. According to the Hartman Group, which conducts consumer research, 31 percent of US consumers said they use more nutritional supplements because of the corona pandemic ( 1 ). According to Market Research ( 2 ), more than 50 percent of consumers said they will eat more nutritional supplements to support the immune system in 2020 than before.
According to several predictions ( 3 , 4 , 5 , 6 ), nutritional supplements that strengthen immunity, such as vitamin C, vitamin D and zinc, will be significant trends in 2021. Other products that will increase in popularity are selenium, multivitamins and nutritional supplements for children. Sales of herbal and plant preparations, for example products containing ginger and turmeric, are also expected to increase this year.
The Nutrition Business Journal ( 6 , 7 ) already estimated in July that sales of immune-boosting nutritional supplements will increase by 51.2 percent in 2020 compared to 2019. Sales of multivitamins were also estimated to have increased by around 112 percent in 2020 ( 6 , 8 ).
2. SUPPORTING MENTAL HEALTH
Reducing stress and fatigue and exhaustion, improving sleep quality, preventing anxiety and depression - among other things, these factors motivate people to support their mental health. With the social isolation following the corona pandemic and other stressors, supporting mental health has become even more important.
These health concerns are also reflected in nutritional supplement trends, even though depression, anxiety and stress cannot be treated or cured with diet and nutritional supplements alone. Some studies have found connections between certain minerals, vitamins and good quality fatty acids and good mental health, but more studies are needed on the subject.
The market for nutritional supplements related to brain and mental health is believed to grow at a rate of 9 percent between 2019 and 2025 ( 2 ). Dietary supplement ingredients belonging to this trend category include DHA fatty acids and vitamins, especially B vitamins and vitamins C and E. ( 2 , 3 , 6 )
3. ORGANIC AND NATURAL FOOD SUPPLEMENTS
The popularity of natural nutritional supplements and organic nutritional supplements has grown year by year. Dietary supplement purchases accounted for 21 percent of all purchases of natural and organic products, although this category also includes food, beverages, and hygiene and cosmetic products ( 9 ). Consumers have become aware of the sources of ingredients and are interested in natural ingredients. This trend includes, for example, GMO-free food supplements that do not contain genetically modified ingredients. ( 6 , 2 )
4. ONLINE SHOPPING
The corona pandemic has accelerated the transition of purchasing many products online, including nutritional supplements. The Nutrition Business Journal predicts that online sales of nutritional supplements will double from $5 billion in 2019 to $10 billion by 2022. ( 6 , 7 )
5. INDIVIDUAL NUTRITION
Globally, an estimated two-thirds of consumers are looking for products that meet their personal needs, beliefs and values. This has led to a growing interest in personalized diets, dietary supplements tailored to specific nutritional needs, wellness apps for phones, and various tests such as genetic profiling.
Interest has also grown in food products that support personal lifestyle choices. Such are, for example, plant-based products and products suitable for the keto diet. Mentions of plant-based products increased by 36 percent and mentions of keto-friendliness by 165 percent between 2016 and 2020. ( 6 , 10 )
6. TRANSPARENCY
Nutrition and health trends show that 60 percent of people would like to know better where their food comes from. This transparency trend is expected to continue in 2021. ( 11 ) It means that consumers are demanding transparency about food production, such as animal and human welfare, sustainable ingredient sources and supply chains.
Many are tired of misleading, false and vague information and health claims that many companies have little or no scientific evidence to back them up. Companies are expected to communicate their products clearly, transparently and honestly. The trend is expected to be reflected in the ingredient lists of dietary supplements, which will become shorter and more understandable. In addition, the products avoid the use of controversial ingredients, such as artificial colors and flavors.
Many consumers want to support companies that donate part of their profits to a good cause, support employee training or protect the environment. ( 6 , 1 1 )
7. FAMILY NUTRITION
Many adults are not only interested in improving their own diet, but they want to find healthy food supplements for the whole family. In particular, children's nutrition has been emphasized, because many children have been in distance school, and parents have taken care of lunch instead of the school canteen.
Parents are looking for nutritious but good-tasting products for their children, which contain natural ingredients and as little sugar and artificial colors and flavors as possible. Children's diet may be supplemented with nutritional supplements that support immunity or prevent vitamin deficiencies. The demand for plant-based products aimed at children is also expected to grow, as parents want to teach their children healthy and sustainable lifestyles. ( 3 )
CUSTOMIZED SOLUTIONS
At Minorito, we have a view that Finnish purity, Scandinavian innovation and international markets are popular in the food supplement industry. In addition, organic nutritional supplements are rapidly entering the market. Customized recipes and packaging design know-how make Minorito an ideal choice for private label products. We have everything you need ready.