Are Your Supplements on Trend for 2021/22?

As the demand for supplements grows, so does the demand for quality and Company ethics.  Are you on track to meet these demands?

Here are our top 6 trends to look out for and any potential blocks to them.

  1. Stress Supplements – It’s no surprise to see that stress supplements are one of the most in demand at the moment. This demand is thought to increase as people worry more and more about mental health. Plant based adaptogens and Ayurvedic ingredients are especially popular with ingredients such as Ashwagandha, Rhodiola and Bacopa being the favourites. Keep a constant eye on the legislation around ingredients – ones you consider as “safe” could suddenly be under threat such as Aloe Vera, Theanine and mushrooms.  Always check your formulas.
  2. Pet Supplements– One of the fastest growing categories in the pet industry is pet supplements. You will see many more “trendy” pet supplement brands appearing with more therapeutic ingredients and clever formulations. Gone are the day of a bland pet supplement – they are now at a different level and expect to see many more appearing soon. We love our pets and are often prepared to pay more for supplements for them than for ourselves!
  3. Beauty Supplements – In life before Covid, beauty supplements were the fastest supplement growth category. These have been knocked down the list slightly but expect beauty and skincare supplements to grow significantly this year.  Collagen is still a winner with top beauty ingredients such as hyaluronic acid, vitamin C and Zinc still being constants.  New to the beauty supplement market are the ingredients of ceramides and probiotics.  Probiotic topical creams are an interesting entry into the world of beauty.
  4. Ethical and trustworthy Companies – Consumers are getting tired of misleading and false claims which has led to a mistrust in the industry. The area of weight loss supplements has suffered the most from this. People are prepared to pay more for a brand they trust and expect that brand to be ethical, reliable and transparent.  The use of misleading claims has resulted in more companies being held accountable for making claims that are not EFSA approved.  Ensure that any claims you are making about your product or its ingredients are legal, or you may find Trading Standards knocking at your door!
  5. Immune Supplements – One good thing that has come out of the Pandemic, is the realisation that we need to prioritise our health. This has resulted in an increased purchase of immunity supplements.  Nutrients such as Vitamin C, Vitamin D and Zinc are the usual ingredients with botanicals such as ginger, turmeric and elderberry also being popular.  There is a growth in the popularity of mushrooms for immunity but watch out for the legislation around the use of these. Vitamin D has obviously been the most popular immunity nutrient and is now available free to those who are clinically extremely vulnerable.
  6. Delivery Methods – As the popularity of supplements increases, so does the need for them to fit easily into our lives. There is a demand for the taking of supplements to slip into our daily routine with the least amount of inconvenience as possible. This has led to the huge rise in gummies In particular.  The trick is to get a therapeutic dosage and list of ingredients into a format that the consumer will take.  Gummies may not necessarily reach this therapeutic level.  If you make a supplement that the consumer enjoys taking, then you’re onto a winner!

Fore more information please contact Gillian Waddell at Fuel PR on 020 7498 8211 or email Gillian@fuelrefuel.com