The marketplace is changing. Of course, that’s no surprise—the marketplace is constantly changing because we (as a culture) are constantly changing. Some changes (trends/fads) come and go (can you say, low-carb?). Others dig their heels in and stick around for a while, some dynamically changing our behaviors and expectations as a culture (can you say, convenience?). INSIDER explored the dietary supplement market to uncover key trends and ingredients expected to impact the market in 2016.
Prevention Focus
Western culture has traditionally leaned on the mantra, “If it isn’t broken, why fix it?" This policy has also long been adopted by many when it comes to health and wellness—the absence of symptoms means the absence of health concerns, traditional thought would suggest. This led our culture to be reactive in terms of healthcare. However, as health and wellness continues to gain significance among consumers, the focus is shifting to prevention. Consumers are proactively taking measures to ensure longevity and keep their bodies and minds healthy. This shift will propel growth and innovation in areas such as cognitive health, anti-inflammation and gut health in 2016.
Curcumin and Inflammation
Emerging research points to inflammation as a cause of chronic disease, which has brought attention to ingredients that can manage inflammation. A variety of ingredients can provide anti-inflammatory effects, but turmeric/curcumin, which has seen increased demand in 2015, will continue market growth to be a leading ingredient in the category in 2016. In fact, Grand View Research predicts the global curcumin market will grow to USD94.3 million by 2022.
Manufacturers and ingredient suppliers have been able to navigate the issue of poor absorption associated with curcumin supplements, but will rely on clinical research to supports efficacy claims. Learn more about curcumin and inflammation by reading the article, “Marketing Curcumin: Absorption, anti-inflammatory effects among unique challenges for curcumin marketers."
Other anti-inflammatory ingredients to watch for in 2016 are green tea, Coenzyme Q10 (CoQ10), resveratrol and omega-3 fatty acids.
Probiotics Proliferate
Probiotics and digestive health are two peas in a pod, you could say. Well, that pod is about to get rather cramped as a few more peas make their way into the mix. The benefits of probiotics are expanding beyond digestion into areas such as mood, immune health, sports nutrition and women’s health, to name a few. And in 2016, you’ll see more brands positioning their probiotic products to support these emerging areas of health. Research will be critical to supporting probiotic claims in these new health arenas.
While yogurt and other dairy products still maintain the lion’s share of the probiotic market, probiotics will see growth in other functional food applications in 2016 such as confectionery and snacks, according to Sunita Kumar, industry consultant and functional nutritionist, Nourish Nutrition Inc., in the video “Probiotic’s Next Frontiers."
Research Leads Innovation
Research continues to grow in importance in the dietary supplement industry, as it provides substantiation regulatory agencies require to support claims about ingredients’ benefits. What’s more, continued investments into research efforts have paid off in more ways than one; beyond probiotics, research is supporting a variety of natural ingredients for health benefits beyond the “norm." Take omega-3s for example, which have research to supports their effects beyond cognitive and heart health into areas such as sports nutrition and hormone regulation.
And you can anticipate the emphasis on clinical research will continue in 2016. According to INSIDER’s State of the Market Report: Clinical Trials, 76 percent of 100 companies surveyed are (40 percent) or may be (36 percent) planning to fund clinical trials on their products within the next year.
