Vitamins & Supplements 24/25: Sector Outlook
Published 23 July 2024
The fast-evolving vitamins and supplements sector is being energised from several directions. The dramatic spotlight on weight management is creating intriguing opportunities to provide nourishment and support. Meanwhile, consumer aspirations to elevate their potential (boosting brain function and longevity) and improve their emotional health are fuelling demand and product innovation.
Ozempic Opportunity: The Weight-Management Wave
Supplements for Superhuman Potential
Stress Effects: Managing Mood & Insomnia
The new era of GLP-1 (semaglutide) drugs opens two pathways for supplements brands: GLP-1 companion products that mitigate unwelcome side effects and weight-management supplements positioned as easier alternatives to pharmaceuticals. With more than a billion people worldwide living with obesity (WHO, 2024), both avenues represent lucrative potential. For more, see New Dietary Dynamics: Ozempic, Obesity & Holistic Health.
The new era of GLP-1 (semaglutide) drugs opens two pathways for supplements brands: GLP-1 companion products that mitigate unwelcome side effects and weight-management supplements positioned as easier alternatives to pharmaceuticals. With more than a billion people worldwide living with obesity (WHO, 2024), both avenues represent lucrative potential. For more, see New Dietary Dynamics: Ozempic, Obesity & Holistic Health.
A growing crop of products claims to elevate human potential, aligning with new consumer approaches to health – 59% of Americans say they’re more proactively managing their nutrition, exercise and sleep compared with pre-pandemic years (The Vitamin Shoppe, 2023). In turn, products promising cognitive enhancement and life extension are attracting cross-generational interest.
Globally, levels of worry, stress and sadness remain notably higher than they were a decade ago, while slightly improved from pandemic-era gloom (Gallup, 2024). Given the interplay between stress and sleep, supplements that address either or both will appeal, especially among women under 50 – the cohort least satisfied with their sleep and most stressed out (Gallup, 2024). See also Wellness Ingredients to Watch 24/25.
Vitamins & Supplements 24/25: Sector Outlook
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