Demonstrating that a product or ingredient enhances the health of an already healthy person is a challenging task, to put it lightly, which may be part of the reason dietary supplement and nutrition research has seen its peaks and valleys over time.
 
For example, the volumes of positive omega-3 research are significant, and the market for EPA and DHA products has benefited from clinical findings. Still, convincing consumers who may not eat fish regularly that omega-3 supplements are a wise investment hasn’t always been so simple. Today, with new research and advanced solutions derived from diverse sources, that effort to grow the market and appeal to new users seems to be entering a new phase.
 
At the same time, scientific understanding continues to accelerate, elucidating health benefits and mechanisms of action for various dietary ingredients. With microbiome research evolving, how complex, interconnected biological systems are interwoven will become clearer in the future, hopefully leading to innovative product development that builds on precision medicine and personalized nutrition.
 
Meanwhile, more consumers overall seem to view preventive health options as a better route than disease treatment. Prioritizing active lifestyles and healthful aging, people have made it especially clear during the COVID-19 pandemic that nutrition and dietary supplements are key components of their health regimens.
 
Driven by immune health and stress support, consumers spent an estimated $11.261 billion on herbal dietary supplement sales in 2020, according to the American Botanical Council’s (ABC) recent 2020 Herb Market Report. Attention to immune health and stress seems unlikely to fade any time soon given current conditions and market research.
 
In the U.S., sales of mood and mental health supplements reached $1.2 billion in 2020, up 29.4%, and are projected to grow 10-12% through 2024, according to Nutrition Business Journal. Eight in 10 Americans say that good mental/emotional health and getting enough sleep are important contributors to overall health, more so than exercise (55%), according to HealthFocus International. Half (53%) of consumers are treating or trying to prevent anxiety or stress in their household, according to the Hartman Group.
 
Combination formulas—multi-ingredient, multi-benefit solutions—are in-demand, and have been for some time. Sales of combination formulas grew by 24.7% in 2020 compared to 11.5% for single herb supplements, according to ABC.
 
In order to appeal to varied consumer needs, and address multifaceted health concerns, brands that offer experiential products that work through multiple avenues could see significant gains.