Nutrition Business Journal

?? Save the Date: October 25! ?? New Hope Network and?Nutrition Business Journal?are excited to announce the release of the upcoming documentary?The DSHEA Effect, celebrating the 30th anniversary of the Dietary Supplement Health and Education Act (DSHEA).? ???? In 1994, DSHEA revolutionized the supplement industry. It ensured that consumers had access to natural, affordable products that support their wellness journeys, while giving companies the ability to share science-backed benefits. Fast forward 30 years, the industry has grown into a $67B powerhouse—but new challenges like counterfeiting, "pixie dusting," and the rise of AI are reshaping the landscape. On October 25, dive into how DSHEA shaped the past, present, and future of health and wellness. This documentary explores how the industry continues to innovate while navigating the complexities of modern healthcare. Don’t miss it! NBJ Summit Steven Mister Council for Responsible Nutrition?Greg Horn Loren Israelsen United Natural Products Alliance?Starkie Sowers Mark Blumenthal American Botanical Council?Thomas Aarts Nutrition Business Advisors?Carlotta Mast Angela McElwee Peter H. Diamandis Now Foods Country Life Alkemist Labs Ingredion Incorporated Jessica Rubino

Don't just keep up—stay ahead! Check out these 'top thoughts' from the Longevity Report on what's driving the future of healthy aging. Access the full report for valuable insights: https://utm.io/uhva2 #NutritonBusinessJournal #NutritionTrends #Longevity #HealthyAging #ConsumerInsights

Recent buzz and consumer research shows consumers of all ages are interested in longevity and improving health span, not just older folks. Let’s start by defining what we mean by health span. Health span is defined as the period of one's life that is healthy or free from serious disease. Today, more consumers are prioritizing preventive health measures to ensure they age with quality in mind, not just quantity. You might think that this category mostly consists of health nuts and serious optimizers, but in recent NBJ consumer research, the data suggests otherwise. In July 2024, NBJ surveyed average consumers to get their sentiments around biohacking and health span. When given a definition of biohacking—biological self-experimentation (genetic/blood test, gene editing, cutting-edge nutrition and lifestyle regimens done to improve the quality and duration of life, performed outside of conventional medical environment)—and asked what habits they include in their biohacking regimen, 37% said they take dietary supplements. Supplements were the highest-rated activity when compared to diet, sauna, cold plunging, extreme exercise and other metric testing, such as DNA tests. When asked a follow-up question of what kinds of supplements they’re taking for their biohacking regimen, 73% of respondents said vitamins, 51% said probiotics, 48% said omega-3s and 36% said collagen. NBJ also launched a survey targeting supplement users to get their sentiments around the category. This brought a well-rounded consumer perspective, which can give brands a better idea of how to target both new-to-market and current customers. The question most sought after within this category is, what symptoms or health concerns are consumers seeking out most for healthy aging? What NBJ found is that it varies based on gender and generation. When supplement users were asked what concerns them most about aging, 28% said loss of mobility, 23% said Alzheimer’s or dementia and 23% said loss of vision. Baby boomers (33%), of course, are more concerned about Alzheimer’s or dementia, but millennials aren’t too far behind, at 23%. Gen Z is most concerned with insomnia, with 30% being concerned and over-indexing significantly at 14 percentage points. However, both baby boomers and Gen Z are equally concerned (25%) with loss of vision as they age. While there are some similarities across various demographics, it’s important to understand your consumer base when targeting healthy aging or longevity supplements, especially when the category targets so many different health symptoms under one umbrella. Want to know what else is driving this emerging and growing market? Find more in-depth insights in the NBJ Longevity Report: https://lnkd.in/gKDhPFxU This nugget of wisdom was written by NBJ's Market Research Analyst Erika Rommel Craft. Get these insights in your inbox by signing up for the NBJ Analyst Take here: https://lnkd.in/guGHUi7m

Join us Thursday, October 3 at 9:30am MDT for an insightful discussion on the rapidly growing market for healthy aging supplements! As demographics shift and biohacking trends rise, discover the opportunities this presents with insights from Senior Editor Robyn Lawrence and Market Research Analyst Erika Rommel Craft. #healthyaging #longevity #lifespan #supplements #biohacking #consumertrends #marketresearch New Hope Network

Did you know some of the top health concerns for consumers as they age are weight management and mental or emotional health? As consumers prioritize their longevity, managing weight has become increasingly challenging due to its link with serious conditions like hypertension and diabetes. At the same time, emotional wellbeing is in focus, with older adults facing rising levels of anxiety and depression. Curious about the full insights? Check out the Longevity Report: https://utm.io/uhva2 #Nutrition #HealthTrends #Longevity #MentalHealth #WeightManagement #ConsumerInsights #Wellness #NutritionBusinessJournal

Aging Americans represent the country’s biggest demographic shift, with half the country over 50 and 10,000 Americans turning 65 every day. There are currently 76.4 billion baby boomers in the United States, representing a massive market opportunity for brands offering supplements that treat and prevent issues typically associated with aging, including CoQ10, resveratrol and DHEA. But baby boomers are dying at a rate of 5,700 per day. As healthy aging has evolved into health span, consumers of all ages—not just the older ones—are turning to supplements to extend the number of years they spend free from chronic disease as well as the physical, cognitive and emotional deterioration that can accompany aging. According to consumer survey data published in NBJ's recently released Longevity Report, supplements for healthy aging have been exponentially outpacing overall supplement industry growth since 2022 and will cross the billion-dollar threshold in 2027. NBJ also found that more than half of consumers are taking supplements to extend their health span—and they’re not all seniors. Younger generations are just as, if not more, likely to be more concerned about the quality rather than the quantity of their later years. Millennials, in particular, are watching their aging parents struggle with debilitating health and cognitive issues and realizing they don’t want to grow old that way. Already more proactive about their health than the generations preceding them, millennials are a ripe market with a lot of runway for products that could not only help them stave off wrinkles and male-pattern baldness but also heart disease and dementia. The oldest millennials are now over 40. They’re starting to realize it’s taking a little longer to recover from their CrossFit WODs, and they can’t seem to find filters that will fully hide the deepening smile lines in their selfies. NBJ surveys found that one in five millennials is concerned about hair loss—twice as many as baby boomers—and nearly a third is taking collagen. And when it comes to maximizing both health span and longevity, millennials are going all in on the biggest buzz in healthy aging circles these days: biohacking, or biological self-experimentation with the aim of fine-tuning both physiology and the nervous system to function optimally. NBJ found that taking supplements is the top activity or habit biohackers incorporate into their regimens, opening up a massive opportunity for supplement brands and over half of millennials—more than any other generation—were somewhat or very interested in biohacking. More than a third of millennials said they would be more likely to buy products that are labeled and marketed using the term biohacking. For supplement brands, all of this means it’s time to take a good look at millennials. Find out more in NBJ’s Longevity Report: https://lnkd.in/gKDhPFxU This Analyst Take was brought to you by NBJ's Senior Editor Robyn Lawrence

Introducing the Longevity Report! ?? Unlock key insights into the healthy aging supplement market with in-depth consumer survey data—broken down by gender and generation. Discover what drives different groups to invest in longevity, from the ingredients they trust to the trends they follow. ?? See the report: https://lnkd.in/gKDhPFxU #longevity #healthyaging #supplements #insights #data #nutritionbusinessjournal

Steady, stable growth ahead for natural products industry. With inflation easing and pandemic-triggered volatility and supply chain issues in the rearview mirror, the future looks blissfully easy and uneventful for the natural products industry. After the crazy ups and downs of the past couple years, this slow, steady growth feels just fine. Thanks largely to robust food and beverage sales, the industry is poised to reach $318.6 billion in sales this year and grow at a solid pace of roughly 5% per year through 2028, according to the newly released State of Natural Update: Four-Year Forecast from New Hope Network and Newtopia Now. Utilizing Nutrition Business Journal market sizing and forecast data, the State of Natural Update features growth estimates for the entire natural products industry, including food and beverages, supplements and natural living, through 2028. Accounting for nearly three-quarters of overall industry sales, natural, organic and functional food and beverages—buoyed by strong fruit and vegetables and beverages sales—dominate the natural products market. Market share for natural and organic food and beverages is three times larger than supplements and seven times larger than natural living. After several roller-coaster years during and immediately after the pandemic, supplement sales are projected to stabilize and mirror the overall market, growing by about 5% each year through 2028. Natural living, which includes both personal care and household products, is the category with the lowest sales but the fastest projected growth through 2028. With more than 25 easy-to-understand charts and graphs, the State of Natural Update takes a deeper dive into what’s driving the overall market and its segments, as well as how they are performing in all the different sales channels. This analyst take was authored by NBJ's Senior Editor Robyn Lawrence. For more insights on the state of the natural and organic products industry from 2024 through 2028, purchase the State of Natural Update: Four-Year Forecast here: https://lnkd.in/gRuvuEJS

In the mood for supplements: Returned consumer interest fuels the resurgence of sexual health supplements There are a few conditions within the supplement industry that experienced turbulence over the last few years, with the pandemic being the biggest disrupter. Consumer interest and attitudes quickly shift from immunity to sleep to eye health, and then mood and mental health. Another condition that experienced some whiplash in growth was sexual health. In 2019, sexual health was the fourth highest growing condition with 8.9% growth. Then when the pandemic hit, sexual health growth dropped. Whether people were not active or just didn’t need supplement support, growth lowered to just 2.9% in 2020. Consumers also likely chose to spend their money on supplements to address other, perhaps more important concerns like sleep and immunity. NBJ defines the sexual health supplement condition category as products designed to support not just sexual health (arousal or pleasure) but reproductive health. Our estimates also capture ingredients such as saw palmetto, that aren’t specifically labeled for sexual health, but are known for helping reproductive organs and supporting hormonal health. NBJ strives to stay on top of current industry trends while also forecasting what will drive future ones, and by paying attention to conversations on social media platforms and in-depth survey research, we can marry all inputs to get a well-rounded sense of what’s fueling specific categories within the industry. But now interest is back, and?NBJ is starting to see sexual health bubble back up. At an estimated $1.25 billion market, NBJ predicts sexual health will yet again be a top growing condition in the supplement industry. In 2024 growth is estimated to reach 6.7% on its way to 7.7% growth by 2027.? Sexual health is indeed one of the “experiential conditions.” Consumers are looking for an improved experience and expect quick results. Look at mood and mental health, the fastest growing condition over the last two years. One of the reasons it grew so fast and took traction is that consumers found noticeable relief with multiple nervous system functions. Sexual health is similar—and related. We’re seeing innovation in sexual health move beyond the mechanics of the sexual parts into the holism of the sexual participants. Mood is at the top of this list. Plus, more men and women are educating themselves on how to address their hormonal concerns, and are becoming more aware of how supplements and natural ingredients can help balance their systems. And like mood and mental health, this is a condition younger consumers are increasingly willing to talk openly about. The sum total of all of this is that sexual health is growing at a healthy rate. One way or another, this is a condition category to keep an eye on. Authored by NBJ's Data Analyst Erika Rommel Craft ?? Sign up to get these bi-weekly nuggets of wisdom delivered directly to your inbox: https://utm.io/ug4yV

Condition Specific Report points to shift from correction to enhancement Over decades of tracking the supplement market by ingredient category, sales channel and condition, NBJ has seen and shown a variety of storylines. With the 2024 Condition Specific Report, a report that came about with a deeper-than-usual dive into the data to update not just the forecasts but the historical estimates, we see movement in the motivating factors behind consumer actions in the aisles and virtual carts. Supplement usage always fluctuates between correction, maintenance and optimization, with the former two being the bedrock of the industry. Increasingly, though, optimization is coming into play. Brain Health is a prime example where, within a single condition, the motivations have shifted. Originally a memory play, the condition category has moved significantly toward focus, targeting younger consumers interested in optimizing, or even hacking, their mental functioning. Broadening the lens to take in all 22 conditions we track at NBJ, we see a move toward optimization—at least as we bounce back from the COVID-19 years. But even a look back to 2019 shows correction-leading behavior. Healthy Sleep held the No. 1 growth position, followed by Mood and Mental Health and Eye Health. Cold, Flu and Immunity dominated 2020 growth at an astounding 68%, with Sleep, Mood and General Health rounding out the tops. But by 2022, Fitness and Energy topped the growth chart. In 2023, Fitness and Energy was not only the fastest-growing category, but the largest one—a rare situation as growth is harder to achieve on high volume. Brain Health, too, holds a high position for 2023, demonstrating an interest in both physical and mental fitness. This year, at 7.7%, Brain Health hit the top of the growth chart and remains No. 1 through 2027, which is as far as we forecast. What’s compelling, too, is that Healthy Aging, which held the No. 9 growth position in 2020 and 2021, is expected to climb to the No. 2 growth position next year. Sexual Health, too, is expected to hold a Top 4 growth position beginning next year. It’s not all optimization, mind you. Mood and Mental Health finds itself in a Top 5 growth position in all but one of the nine years tracked. Menopause and Weight Management also hold strong growth positions. Still, the storyline is noteworthy. Consumers are increasingly turning to supplements to live longer and live better. Full results of the market sizing data mentioned above and more are available in the NBJ Condition Specific Report: https://lnkd.in/d3ReBgh4