Worldwide consumers are looking for simple, over-the-counter solutions to issues like aging, weight gain and preventing chronic disease.
Success in a fragmented market will require a long-term strategy that can tap into shifting consumer beliefs.
Companies that can win the confidence of medical specialists will be positioned to capitalize on the next wave of growth in the practitioner channel.
Naturally healthy foods have been the real winner this year, valued globally at $276 billion.
Opportunities are growing for lifestyle-oriented brands to help stem the tide of diabetes.
About two-thirds of consumers are making an effort to regularly use fortified foods.