The modern nutraceuticals product landscape can be challenging to navigate for consumers who are looking for effective, personalized options that align with their lifestyles and values. At the same time, it takes significant effort and constant diligence for companies and brand owners to ensure every batch meets rigorous quality and safety standards. Throw in the craze and chaos associated with CBD and cannabis to leave no doubt that consumer demand for novel, holistic wellness solutions has pushed the industry in new territory. 
 
The notion of health itself is a subjective personal experience, presenting significant opportunities and challenges for companies. It’s a tall order to appeal broadly to the masses, and also specifically to individual consumers who want to feel like products were designed just for them. 
 
A demonstrative shift in consumer perceptions of health and wellness can be seen in the weight management category. Whereas people were once laser-focused on calories, pounds, and inches, consumers today are less concerned about being skinny and more interested in being fit. The emergence of diet trends like Keto, Paleo, Whole 30, and Intermittent Fasting may better reflect that shift, but diet trends are notoriously unpredictable. Will these specific diet patterns last? Maybe not, but the foundation has been reset. At the end of the day, consumers want to feel fit and healthy. Strong is the new skinny.
 
At the same time, it’s abundantly clear that Americans in particular are stressed and struggling to sleep well. An estimated 75% of U.S. adults regularly experience the physical symptoms of stress (fatigue, headache, upset stomach, muscle tension), and 73% experience the psychological symptoms (anger, nervousness, lack of energy). Notably, 33% reported they are living with “extreme stress,” and nearly half feel their stress has increased over the last five years.
 
The market analysis offered in our cover story by Liz Sloan and Catherine Adams Hutt is a great reference tool for companies to better understand the market dynamics in today’s developing segments. From insight on differing generational attitudes toward nutritional products and priorities, to a breakdown of conditions people are managing/trying to prevent, to ingredient trends, this article checks all the boxes. It’s a must-read for any brand evaluating its current product portfolio and looking to catch emerging trends at just the right moment.