Unlock 9 business opportunities in the U.S. dietary supplement market in 2022

Since the global pandemic of covid-19, the priority demand status of American dietary supplement consumers has changed significantly. Compared with 2020, their demand for energy (43%), immunity (40%), hair, skin and nails (36%) and heart health (32%) supplements increased significantly in 2022.

In the past two years, people's views on personal health have also changed. Compared with two years ago, when they described their health status, more than a third of people reported that their immune health status (37%) or diet (37%) was better. However, more than a quarter of people reported that their anxiety / stress level (28%) or energy level (27%) was worse than two years ago.

9 product insights and business opportunities

one

#Product insight

Conumers' demand for energy supplement is greater than that before the covid-19 pandemic, and they tend to choose dietary supplements to supplement more energy.

#Business opportunities

Energy supplements in line with current dosage forms and raw material trends.

two

#Product insight

Consumers regard immune health as a priority of long-term health management, which also shows that people recognize immune health as a benchmark to measure their overall health.

#Business opportunities

Immune health can be used as a supplement to the needs of consumers in other aspects, so as to realize the marketing selling points of multi-functional composite products. For example, immunity + digestive health, energy + immune health, etc.

three

#Product insight

Tablets and soft candy are still the product dosage forms that consumers prefer daily. At the same time, many dosage forms such as functional drinks, chocolate / Caramel bars, instant powder and hard candy will also be considered.

#Business opportunities

Stimulate the innovation of dietary supplements to meet the sensory attributes that consumers seek in functional drinks and foods. For example, espresso energy chocolate.

four

#Product insight

Tastes provide more than sensory appeal - they also help communicate product positioning to consumers.

#Business opportunities

Consider adding antioxidant fruits as sweeteners to immune health dietary supplements

five

#Product insight

The surge in the use of vitamins and zinc and the parallel growth of immune health dietary supplements indicate the great growth potential of immune health product innovation.

#Business opportunities

Explore adding vitamin dietary supplements and functional foods and beverages to health claims related to immune function.

six

#Product insight

The data shows that there is still much room for consumers to improve their cognition of medicinal mushroom dietary supplements.

#Business opportunities

Publicize relevant knowledge of medicinal mushrooms to consumers, become a big V in the industry through publishing articles and speeches, and promote relevant content through social media.

When asked whether they had eaten "medicinal mushrooms" in the past 12 months, only 7% of the respondents said yes. However, when seeing the specific name list of medicinal mushrooms, nearly 32% of the respondents said that they had taken at least one listed medicinal mushroom in the past 12 months, of which more than two fifths had taken Hericium erinaceus (42%), and more than a quarter had taken mushrooms (29%), white birch mushroom (28%), Ganoderma lucidum (27%), or Cordyceps sinensis (25%).

seven

#Product insight

Consumers are more recognized for immune health products made of composite raw materials.

#Business opportunities

Traditional dietary supplements such as vitamins, folic acid and zinc are considered to be matched with plant ingredients such as elderberry, turmeric, green tea extract or probiotics.

#Product insight

78% of dietary supplement consumers believe that stress will affect intestinal health, and intestinal health is the key to overall health. 67% of consumers believe that intestinal health will affect brain health, 61% of consumers believe that balancing intestinal flora is their priority, and may take dietary fiber (81%), probiotics (79%) and digestive enzymes (74%) as supplements to improve intestinal health.

#Business opportunities

A variety of adaptations will be the raw material markers that consumers pay attention to.

nine

#Product insight

Precise nutrition is a more personalized demand of dietary supplement consumers. Therefore, the establishment of multi contact communication between brands and consumers is very important for building brand trust in the hearts of consumers and deepening products into the concept and way of healthy life of consumers.

#Business opportunities

Consider exploring partnerships with health care, wearable technology and lifestyle brands with similar or complementary audiences.