Top Five Trends in Consumer Health

Delivery

This report comes in PPT.

Key Findings

Gut health is undergoing a renaissance tied to new brands and extended benefits

Gut health, the fastest-growing dietary supplement benefit in the 2010s, is back as an anchor to multifunctional products, as more consumers understand the linkage between gut health and other adjacent health considerations and as adjacent industries like soft drinks and snacks have mainstreamed gut health solutions in various markets.

Consumers, holding off on many health purchases, are maintaining interest in beauty from within

Long-standing demand for beauty-positioned supplements in Asia has reached other regions, with considerable growth expected, especially in the US, behind enterprising start-ups as well as bigger investments by market leaders (like Unilever’s acquisition of Nutrafol in 2022).

Demand for “healthy ageing” products is reaching a crescendo, but what are they really?

The term “healthy ageing” is ready for a facelift through more precise terminology and more specific approaches for consumers at different stages of ageing. To do so, the industry must build a more sophisticated approach around solutions to meet specific needs at different life-stages rather than unsupportable, broad claims.

Sports nutrition continues to dominate through extending messaging and markets

Sports nutrition has a long runway for growth, as the industry is embracing wider benefits and messaging to attract a more diverse group of consumers and is steering investments into emerging economies with low penetration to diversify away from the industry’s historically narrow geographic footprint.

The rise of weight loss drugs presents risks and opportunities for consumer health

Prescription-based weight loss drugs are still in their infancy, but consumer health companies would be wise to develop strategies now to allow their products to be used in conjunction with these drugs before future consumer demand is harder to shift.