When evaluating product trends within health markets, it’s essential for formulators and product developers to look beyond the hype and keep the long game in mind. One clear example is women’s health, which experts agree has been underserved for generations. Today, more companies are addressing common health concerns across the lifespan — and as Susan Hewlings of Radicle Science puts it, “Women’s health is not a niche or a trend — it is foundational to population health. Bridging the research gap is both a scientific imperative and an ethical obligation.”

Younger generations in particular are prioritizing health and wellness, offering the dietary supplement and nutraceutical industries healthy long-term prospects. For example, in the ultra-competitive beverage market, young people are opting out of the alcohol scene, buying into calming relaxation drinks and other alternatives. Hydration continues to be a major growth area, with momentum moving away from highly caffeinated RTD options toward cleaner, natural, and sustainable offerings.

Beyond beverages, brands are looking to botanical and specialty ingredients to innovate. This edition offers an in-depth look at one of the trendiest and still-emerging ingredient categories: mushrooms. As in other developing markets, standardization, testing, and lexicon still need discussion and consensus, alongside transparency. Still, demand for products that are scientifically validated remains high as people look to support their immune systems, cognitive health, and active lifestyles.

Performance nutrition, now relevant far beyond elite athletes, is another space evolving in real time. Whether it’s at the gym, in the office, or keeping up with kids and grandkids, active living is a priority across age groups. Nutrition that empowers people to show up stronger — mentally and physically — will continue to be a critical product development driver.

Science is always evolving — requiring correction, adaptation, and confirmation — but the nutraceutical industry cannot afford to lose sight of quality standards and research-backed formulation. With consumers, regulators, and skeptics paying close attention, companies have a powerful opportunity to lead with science, build trust, and shape the future of wellness.

As Julie Daoust at M2 Ingredients noted, “As scientists, we’re always open to being proven wrong. But we all need to align as an industry.”

As science and market forces evolve, so must the industry’s commitment to integrity, transparency, and consumer trust, because that’s good for business and public health.