10.01.06
Future Growth Opportunities Identified for Supplements
The Natural Marketing Institute (NMI), Harleysville, PA, has expanded on one of the key trends it has identified as having a significant impact in 2006 and beyond. According to NMI’s Health & Wellness Trends Database, a proprietary database with seven years of trends, the use of condition-specific supplements is outpacing other supplements, with five-year compound annual growth of 17%. The most popular condition-specific supplements are those for joint health, heart health and osteoporosis/bone health, among many others. (This condition-specific trend is also manifesting itself in many other consumer-packaged goods, such as foods, beverages and personal care products.) Clinical documentation also is more likely to influence consumers in their purchasing decisions. Beyond health claim specificity and the increasing role of science, supplement format preferences other than traditional pills are beginning to emerge and also represent new 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 like chewables, chewing gums, quick-dissolve strips and oral sprays.
The Natural Marketing Institute (NMI), Harleysville, PA, has expanded on one of the key trends it has identified as having a significant impact in 2006 and beyond. According to NMI’s Health & Wellness Trends Database, a proprietary database with seven years of trends, the use of condition-specific supplements is outpacing other supplements, with five-year compound annual growth of 17%. The most popular condition-specific supplements are those for joint health, heart health and osteoporosis/bone health, among many others. (This condition-specific trend is also manifesting itself in many other consumer-packaged goods, such as foods, beverages and personal care products.) Clinical documentation also is more likely to influence consumers in their purchasing decisions. Beyond health claim specificity and the increasing role of science, supplement format preferences other than traditional pills are beginning to emerge and also represent new 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 like chewables, chewing gums, quick-dissolve strips and oral sprays.