Under the two-year "special period", consumers around the world re-examined the health of their lifestyles and focused on health topics again.
A few days ago, the global agricultural product processing and trade, food nutrition company ADM released a forecast report on future dietary nutritional supplements, pointing out that functionality, fun, and convenience will become the future trend, and more than 60% of consumers around the world said they plan to use them in the future. Improving overall health within 12 months and actively looking for functional solutions to incorporate dietary supplements into her daily regimen.
Personalized solutions are favored
According to the report, consumers are actively seeking solutions that can meet their specific health needs. Since each consumer has a different health foundation and life experience, their definition of health is also different. But what they all have in common is that they all place a greater emphasis on the idea of holistic health.
Among the dietary supplements segment, the fastest growing segments include stress, mood and sleep support products, all of which are key components of emotional well-being and are related to overall well-being. In fact, 76% of global consumers say they are aware of the link between cognitive health and overall wellbeing, and 51% of global consumers plan to improve their cognitive or mental health in the next 12 months. Therefore, dietary supplements that help restore sleep, stabilize mood, regulate immune function, weight management and skin health will be increasingly favored by consumers.
The data shows that the health issues that global dietary supplement users want to address include immunity, energy, cognitive and mental health, heart health and digestive health.
Products should be functional, delicious and fun
Just like consuming food and beverages on a daily basis, people expect the same good experience from dietary supplements. In addition to providing functional nutritional benefits, consumers expect dietary supplements to be convenient and tasty.
In many cases, consumers will choose products that are both tasty and nutritious for added enjoyment. This "enjoyment with purpose" concept makes the dietary supplement market promising, as 58% of global consumers say that dietary supplements also need to be "tasty".
In view of the dual needs of consumers for taste and nutritional functions, dietary supplements and functional foods have begun to further integrate, and formulators can attract consumers by creating products that combine functionality, delicacy, and fun.
In addition to gummies, long the main product format, many brands are also exploring other confectionery formats, such as chocolate and chewing gum. Add additional functional benefits to products by incorporating scientifically proven functional ingredients such as prebiotics, probiotics and plant extracts.
In addition, adding attractive colors and flavors to these nutritious functional ingredients can enhance the consumer's eating experience, which is no longer a daily routine, but enjoyable. The data shows that 63% of dietary supplement users believe that the taste of products can be improved; 41% of existing dietary supplement users are exploring new tastes of different types of products.
Dosage forms tend to be convenient to carry and easy to take
Consumption experience is a key factor affecting consumer purchasing behavior and brand loyalty. Target consumers of health products hope to have a variety of dosage forms that are suitable for their lifestyles and are convenient to carry, easy to take, and delicious. To this end, manufacturers are actively introducing rich and diverse product forms to suit different age groups of consumers, from children to the elderly.
For example, 43% of non-dietary supplement consumers find it difficult to swallow tablets and capsules; 33% of dietary supplement consumers find it inconvenient to take time, and innovative, convenient dosage forms can help them overcome these difficulties , such as beverages, sparkling water, soft candies, chewing gum, powders, drop bars, etc.
Product safety and efficacy become concerns
When shopping for dietary supplements, 59% of global consumers want to see scientific evidence that proves the product’s effectiveness. Only products with both safety and efficacy can attract consumers and gain their trust. More and more consumers want to see and understand the safety claims of products and the relevant research behind them when purchasing dietary supplements.
