The Dietary Supplement Consumer of Tomorrow

Friday, March 4th, 2022 | 1037 Views


The complexity of pandemic experiences has propelled consumers to reevaluate and refocus their health and wellness routines across all aspects of their lifestyles.

As a result, over 60% of global consumers are planning to improve their overall health and wellness over the next 12 months. With a renewed focus on the fundamentals of health, consumers are now more motivated than ever to make positive lifestyle changes and begin new habits. Consumers are actively seeking out functional solutions to support their holistic health and wellness goals, including adding nutritional supplements to their daily regimen.

THE TOTAL GLOBAL DIETARY SUPPLEMENTS MARKET REVENUE WAS $76 BILLION IN 2021 WITH AN ANTICIPATED CAGR OF 2.4% DURING 2021-2026.

What will it take to attract and retain the dietary supplement consumer of tomorrow? ADM shares some of the top consumer motivations and identifies key opportunities to drive new category trial and retention.

Personalized Solutions

Consumers are actively seeking solutions that target their specific health and wellness needs. From individual health factors to personal histories and experiences, each person defines health and wellness differently. One thing they may have in common is greater awareness of the concept of holistic health.

Among the fastest-growing segments in supplements are stress, mood and sleep support, which all play key factors in emotional well-being and are connected to overall health. In fact, 76% of global consumers say they recognize the link between cognitive health and good overall health4. Additionally, 51% of global consumers are planning to improve their cognitive or mental health over the next 12 months. Supplements that may help support restorative sleep, balanced mood, normal immune function, weight management and skin health will be increasingly popular.

Flexible, Convenient Formats

The consumer experience is a key factor in purchasing behaviour and brand loyalty. Consumers searching for health-forward products want a wide range of delivery forms that fit with their lifestyle, are convenient and easy to take, and taste great. Manufacturers are launching formats that appeal to different age demographics, from children through older adults.

FOR EXAMPLE, 43% OF NON-SUPPLEMENT USERS FIND IT DIFFICULT TO SWALLOW TABLETS AND CAPSULES.

Plus, 33% of global supplement consumers find it inconvenient to establish a routine of taking the products. Innovative convenient formats can overcome these challenges, from fortified drinks and sparkling waters to gummies, chewing gums, powders, drops and stick packs.

Clean and Sustainable

Today’s consumers care about the environment and sustainability and seek brands that share similar values and practices. Applying the concept “good for me, good for the earth,” many shoppers prefer to choose products with clean and clear labels and sustainability credentials.

Although clean label has no single definition, research finds 76% of global nutritional supplement users prioritize products that are 100% natural or free from artificial ingredients. Product developers with ingredient suppliers that focus on sustainable sourcing will be well-positioned to meet this ongoing trend. Additionally, 70% of global consumers say they will be more attentive to natural ingredient claims because of COVID-195. The wellness space is ripe for opportunity to provide products that tout closer-to-nature ingredients like plants and functional botanicals.

A Proactive Approach to Wellness

Consumers are looking for functional ingredients and more natural options to support health concerns. When considering nutritional supplements, 59% of global consumers want to see scientific evidence supporting supplement efficacy.

To gain consumer attention and earn trust, supplements must be able to deliver on safety and effectiveness. There’s a growing desire among consumers to see and understand safety claims as well as the research behind supplements they might purchase.

IN FACT, PRODUCT SAFETY CLAIMS ARE IMPORTANT TO 50% OF GLOBAL CONSUMERS.

Additionally, clinically demonstrated benefits are important to 73% of global nutritional supplement users. Solutions backed with in vivo, pre-clinical and clinical research, as well as regulatory guidance, will excel in this market.

Functional and Fun

People want to enjoy their supplement experience in the same manner as they do the foods and beverages they eat and drink every day. In addition to functional nutritional benefits, they desire convenience as well as enjoyment of the eating experience. In many instances, consumers are reaching for more mindful indulgences that are both delicious and deliver better-for-you ingredients.

IN FACT, 64% OF GLOBAL CONSUMERS SAY IT’S OKAY TO ENJOY INDULGENT TREATS AS PART OF A HEALTHY DIET.

This idea of purposeful indulgence also applies in the supplement space, given 58% OF GLOBAL CONSUMERS SAY IT’S IMPORTANT FOR SUPPLEMENTS TO TASTE GOOD.

With this duality of consumer needs for both taste and functionality, dietary supplements and functional foods are converging. Formulators can reach a new supplement audience with delivery formats that blur the lines of functional, enjoyable and fun. Gummies, a long-standing industry staple, and brands are now exploring other confectionery formats, such as chocolate and chewing gum.

Using a combination of science-backed ingredients such as prebiotics, probiotics, postbiotics, botanicals and plant extracts deliver added functional benefits. Plus, combining these functional ingredients with attractive colours and flavours can help elevate dietary supplements from a daily chore into something consumers enjoy repeating.

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