By Elizabeth Sloan & Catherine Adams Hutt, Sloan Trends, Inc. 09.09.19
The nutraceutical industry is off-track, chasing trendy niches, disproportionately developing products for cash-strapped young adults, caving in on cannabis, and virtually ignoring the fast-emerging needs of its aging core audience, those over 50 years old.
In 2018, 109 million Americans were age 50 or older; 48 million, 65 and older. Growth in the largest global supplement/functional food markets will be driven by older adults.1 (See Figure 1.)
For the first time last year, older adults were the least likely to take a multivitamin; 70% age 55 and older vs. 75% age 35-54, and 83% ages 18-34.2
Despite a clear split of the sports nutrition category into mainstream “fit” consumers vs. competitive/serious exercisers and bodybuilders, marketers continue to push similar products, (e.g., protein), to both groups.
DNA-based personalized nutrition kits are on the front burner, despite an accuracy of only 40%, according to the American College of Medical Genetics and Genomics.3 Sales of DNA-based kits are prohibited in New York, New Jersey, and Rhode Island, according to th
In 2018, 109 million Americans were age 50 or older; 48 million, 65 and older. Growth in the largest global supplement/functional food markets will be driven by older adults.1 (See Figure 1.)
For the first time last year, older adults were the least likely to take a multivitamin; 70% age 55 and older vs. 75% age 35-54, and 83% ages 18-34.2
Despite a clear split of the sports nutrition category into mainstream “fit” consumers vs. competitive/serious exercisers and bodybuilders, marketers continue to push similar products, (e.g., protein), to both groups.
DNA-based personalized nutrition kits are on the front burner, despite an accuracy of only 40%, according to the American College of Medical Genetics and Genomics.3 Sales of DNA-based kits are prohibited in New York, New Jersey, and Rhode Island, according to th
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