#1 Consumers seek more than just diet and lifestyle for better health
In today’s fast-paced world, many consumers struggle to get the vital nutrients they need. While convenience is key, it often comes at the cost of nutrition. As a result, feelings of fatigue, stress, and poor well-being are common. To address these issues, many consumers turn to nutritional supplements. In 2024, 36% of global consumers reported taking supplements to enhance their health. These supplements support various functions such as digestion, circulation, and immunity, ultimately improving overall health. The primary reason consumers seek nutritional supplements is to boost their immunity.
#2 Consumers use supplements to address their mental and emotional health
Consumers are increasingly prioritizing their mental health. A significant 93% of people consider emotional well-being as essential as physical health. In response to growing concerns about mental well-being, many individuals are focusing on mental health support. Busy lifestyles often lead to stress and exhaustion, making supplements a quick and easy solution. In 2024, energy levels and sleep quality ranked high on consumers’ priority lists. Many are specifically looking for supplements that promote energy. Additionally, there is a demand for products that enhance mental clarity, focus, and stress management.
#3 Sports nutrition supplements are a fast-growing segment
Sports nutrition remains one of the fastest-growing segments in the supplement market. Research from FMCG Gurus shows that over 1 in 5 consumers use nutritional supplements to support their exercise routines, and this trend is increasing. Consumers primarily seek these supplements for energy boosts or to enhance protein intake, which benefits athletic performance. These products help improve strength, endurance, and energy before workouts while also aiding recovery and muscle repair afterward.
#4 Supplements can provide a holistic approach to beauty
More consumers are turning to nutritional supplements to meet their beauty goals. This “beauty from within” trend emphasizes using health and wellness to enhance outward appearance. By using these supplements, individuals aim to improve the health of their skin, hair, and nails. Notably, 29% of consumers who take nutritional supplements do so for skin health. With an increasing focus on “clean beauty” and sustainability, many consumers prefer natural and eco-friendly options rather than solely relying on traditional cosmetics.
#5 Emerging formats of nutritional supplements appeal to consumers
Historically, nutritional supplements have been available primarily in tablets or capsules. However, alternative formats are gaining popularity. Chewable supplements are increasingly appealing, especially for those who struggle with swallowing, such as young children. They also provide a sensory experience that tablets lack. Additionally, “unnoticeable” supplements are on the rise, fitting seamlessly into everyday routines. These include powders that can dissolve in beverages like coffee, allowing consumers to incorporate them without adding complicated steps. For instance, 30% of consumers who take supplements opt for the powder format to improve their health.
