Inflammation

Ingredient bioavailability plays a vital part in ensuring that the body absorbs valuable nutrients. For these purposes, manufacturers are using specific ingredient combinations, for example, black pepper extract, that enhances the absorption of curcumin in turmeric. Supplements are also enriched with ingredients that are highly absorbable on their own. This quality is used for immunity, mobility and other functional claims.

Supplement launches targeted at men’s health are gaining momentum with an annual growth of +30% (CAGR, Jul 2017-Jun 2022). These supplements come with functional health claims such as increasing energy, stamina, immune and heart health. For men’s health, the leading ingredient is Vitamin B6, but product launches also feature beneficial plant-based ingredients such as saw palmetto and others.

According to Innova Market Insights, in addition to including sports in their daily regime, consumers are increasingly exploring nutritious supplements and beverages that will help them achieve their goals. As such, there is a large variety of product availability for consumers to choose from. In 2021, such products often claimed to be a source of protein (13%), increase energy (10%), and help with sports recovery (7%). Even more, they were commonly advertised as being produced without sugar (6%), having no calories (5%), being gluten-free (8%) and being easy to prepare (19%). Recently, such products have developed further to also target e-gamers by offering healthy and convenient sources of hydration and focus.

Infant nutrition manufacturers are introducing new products to the market and reformulating existing ones with clean label claims such as natural, organic and palm oil-free. Another trend is vitamin fortification with vitamins C and B1 being the top ingredients for infant nutrition. These additions can attract consumers who are interested in the convenience of store-bought baby food but concerned by possible health impacts.

Supplements are long known to help with mood and sleep. Soothing and calming blend of ingredients can help to relax after a stressful day and fall into quicker sleep. Manufacturers are also aware that consumers check the labels of supplements and together with additional health benefits offer clean label claims, vegetarian or vegan products.

Consumers are gravitating towards more health-conscious alternatives when choosing their nutrition options. Supplements that are free of preservatives and synthetic chemicals and those that include simple, transparent ingredients are now becoming more desirable to consumers. These supplements not only deliver beneficial nutrients but are also crafted to avoid any possible health risks.