Probiotics, dairy and mental health drive supplement market through COVID-19 challenges

27 Jan 2021 --- New types of supplements are providing another way to ensure that people are consuming the nutrients they need to maintain their health.

The COVID-19 pandemic has compounded public concerns over issues such as immunity and given the nutrition industry newfound scope and responsibility to meet changing demands.

NutritionInsight talks with experts from industry heavyweights Fonterra, Lonza and ADM about the developing trends arising from fresh scientific research and ever-evolving consumer needs. 

Over three-quarters of US adults reported last year to the Council of Responsible Nutrition (CRN) that they regularly consume dietary supplements. 

Health crises arising from COVID-19 have offered significant opportunities for the supplementation market, explains Stéphane Vouche, marketing director at Lonza. 

“Recent studies indicate that the demand can be linked to different phases of the pandemic.

It started with a high demand for vitamins and mineral supplements like vitamins D and C and supplements that would contribute to the immune system across all consumer segments.”

According to CRN, 77 percent of US adults consume dietary supplements.Battling COVID-19 
The rise of the COVID-19 pandemic has encouraged the supplement industry to focus on immunity, explains June Lin, global vice president of marketing for health and wellness at ADM. 

“The most marked change of the past ten years has undoubtedly been the increased focus on immunity and consumers’ commitment to maintaining higher standards of overall health as a result of the pandemic.”

Driven by the threat of COVID-19, consumers have been making a conscious effort to address issues associated with inflammation, immunity and stress via lifestyle and dietary changes.

She continues that this behavior has transformed the supplements market, inciting and accelerating changes that will influence the industry for years to come.

“Looking to the year ahead, we expect to see an increased focus on weight management as almost one third of consumers report feeling conscious about their weight, compared with only 21 percent prior to March 2020,” Lin continues. 

Vouche also states that Lonza has seen a sharp change in consumer lifestyle changes, which has had a knock-on effect in the supplements field. Lonza has seen a paradoxical demand for supplements supporting physical activity during lockdowns.

“Paradoxically, being forced into lockdown has made consumers increasingly willing to become more active.”

“Supplements supporting mobility such as UC-II undenatured Type II collagen are in demand,” he explains. 

Minding mental health 
“The lockdowns across the globe also raised the demand for supplements that contribute to healthy well-being, resulting in an increased demand for supplements addressing the mood and sleep categories,” continues Vouche.  

Innova Market Insights highlighted “Mood: The Next Occasion” as a top trend for 2021. 

Rachel Marshall, global technical engagement manager at Fonterra, echoes these findings. 

“Over the past couple of years, there has been a dramatic shift in attention to mental health, with most global respondents selecting “mental well-being” as the top criteria for being healthy.”

“This surpasses the more traditional physical aspects such as weight management and appearance. The pandemic has escalated stress levels, but busy modern lifestyles and the pressures from work, family, finances and health were already taking their toll, with all ages being impacted, especially Millennials.”

Marshall says Fonterra expects this to continue. The company recently launched NZMP Milk Phospholipids 70, which is rich in natural milk phospholipids, a component of milk proven to support mood and cognitive performance under stress. 

The ingredient delivers dietary supplementation in various formats, including ready to mix protein powders and bars.

Pill fatigue is continuing to drive demand for new delivery formats.COVID-19 hinders progress
Lin emphasizes that along with the opportunities arising in supplementation through the pandemic have come logistical issues, which companies like ADM have struggled to deal with. 

“The supplement industry today is being challenged to provide consistent product quality and security of supply throughout the value chain. Throughout the COVID-19 pandemic, many customers have faced operational issues, which increased lead times for many ingredients and created delays in the supply chain.”

“As a global player with an expansive global footprint, we have worked to engage our extensive manufacturing capabilities, expertise and expansive footprint around the world in order to support our customers by adding value to their supply chain where they need it most.” 

Public hunger for dairy and probiotics
Marshall also highlights the growing trend of dairy in supplementation – which helps the body produce muscle and prevents its breakdown. 

“Health-promoting ingredients derived from dairy tend to be favorable for formulators in that they are clean tasting and often offer positive sensory characteristics. Hence they can be included in foods or beverages without detrimental sensory impacts.” 

“For example, lactoferrin for boosting immunity and iron absorption, milk minerals to deliver natural milk calcium and phosphorus, whey or milk proteins for weight management, muscle, and general health, including immunity.”  

In the case of protein solutions, NZMP is a player in dairy protein functionality, which enables brand owners to deliver dairy protein solutions in a range of formats, including ready to drink shakes, cookies, bars, and yogurt.

Ingredient naturality continues to rise
Taste is trumping health benefits in preference for supplements.Marshall says that these trends are also driven by the demand for natural ingredients, rising in markets across the globe. 

“We expect greater diversity in consumer education levels and their ability and willingness to spend on supplementation to enhance and maintain their health and well-being.” 

“We already see markets such as China increase their use of dietary supplementation, from probiotics and lactoferrin to fortified meal replacement powders.”

“One large change over the past ten years has been a drive for more natural solutions and use of extracts from whole foods including dairy and botanicals and away from synthetic forms of supplements.” 

She explains that this includes increasing globalization and adoption of ingredients that are part of Ayurvedic or other traditional health practices, such as turmeric and Ashwagandha.

Innova Market Insights data reports that 91 percent of US consumers believe foods and beverages with recognizable ingredients are healthier. 

Into the future 
Besides the changes in focus toward probiotics, mental health and naturality, Fonterra expects delivery formats of supplements to play a role in industry changes in the future. 

While interest in specific health benefits remains key, how a product tastes and looks maybe even more important than its function, says Marshall. 

“Taste is a key challenge in supplements due to some health-promoting ingredients and nutrients having very poor taste, which forces them to be delivered in capsules and tablets that can be consumed without tasting them.” 

“With the trend to include functional components into food and beverages, such sensory challenges are being heightened.”

“Even with many consumers prioritizing nutritional and health functionality, taste remains a leading consumer need. Over half of US consumers prioritize this over all other attributes when choosing functional foods and beverages.”  

Fonterra expects this to become increasingly important with the mainstreaming of health and wellness, “with a wider portion of the population seeking well-being, ideally without sacrifice,” Marshall concludes. 

By Louis Gore-Langton