One of the reasons for the continued growth of condition-specific supplements is the fact that consumers are purchasing solutions and benefits, rather than simply nutrients and ingredients, said Steve French, managing partner, NMI. Along with the revitalization of many new supplements innovations and discoveries, which is continuing to drive market growth, consumers are also more likely to be influenced in their purchasing decision by a number of factors such as clinical documentation (68% of American adults want proof). Based on the most recent date, this desire for clinical studies shows a remarkable increase and reverses a 5-year downward trend.
Beyond health claim specificity and the increasing role of science, supplement format preferences other than traditional pills are beginning to emerge and also represent growth opportunities. Dissatisfaction with the number of pills consumers are taking along with increased difficulty in swallowing pills (especially among the aging population) has led consumers to indicate they would be interested in a variety of non-traditional supplement formats including chewables, chewing gums, quick-dissolve strip and oral sprays, among others measured in NMI research.
These new formats can bring new users into the category, drive consumer trial of new products, and even increase compliance rates among current usersa significant issue to address, said Mr. French. Savvy manufacturers will therefore seek to explore new supplement formats and provide the clinical science to back up claims in order to sustain the momentum of condition-specific supplements in the marketplace.