Market Updates

Global market research company, Euromonitor International, released a new white paper summarising the findings of their 2019 Health and Nutrition Survey.

With over 20,000 respondents across 20 core markets around the world, the report provides consumer insight into everyday and long-term health behaviours and attitudes, with specific focus on mental well-being, dietary restrictions, sports nutrition as well as vitamins and supplements. As a company which strives to stay on top of the trends within our marketplace HTC Health recognise the need to understand consumer perceptions and habits, in order to be able to formulate the best competitive proposition for our customers.

The landscape of health and nutrition is constantly changing with consumers looking to improve their well-being in a different way than they used to. As new trends emerge and consumers focus more on the holistic approach to healthcare, brands and companies must adopt a similar view when developing their products and services and look for innovative solutions addressing the evolving trends and disruptive changes within the industry.

Mental well-being key to feeling healthy

In line with many other publications coming to light recently, Euromonitor’s report reveals a dramatic shift in attention to mental well-being. 65% of the Survey respondents agree that the meaning of ‘Being healthy’ has more to do with the state of mental welfare rather than with avoiding illnesses or staying in top physical form, which traditionally would have been associated with overall level of good health.

Amrutha Shridhar, resaerch consultant at Euromonitor, explains that “mental well-being encompasses several areas, whether it is feeling relaxed, calm, confident or self-assured, but most importantly consumers are looking to spend time on themselves.”, which is perfectly in line with the recent trend of “self-care” gathering many promoters.

Stress and anxiety seems to be an increasingly worrying issue. Japan, Italy and Poland ranked as the top 3 countries with 20% or more respondents reflecting on high or extreme stress levels, due to the rise of social media, fast and on-the-go lifestyle, alongside fluctuating political and environmental landscapes. It’s becoming clear that consumers are making active changes in their daily behaviours with the aim to lead more balanced lifestyles and maintain mental health.

With these shifting attitudes, it’s important that brands adjust their strategies and products to fit into these lifestyle changes, if they want to remain relevant and grow a loyal consumer base.

Addressing the new breed of consumers

According to the report, Multivitamins remain the most popular form of health supplements in both Europe and North America and staying in the top 3 in the other big markets. Multivitamin supplements encompass a variety of health-boosting ingredients in one tablet, making it easy-to-use and efficient to take. They are thought to provide overall health and wellness, mainly by supporting immune system and providing energy.

Even though majority of respondents claim to prefer getting their nutrients from a balanced diet rather than from behind a pharmacy counter, they also seek convenience in getting the right vitamins and minerals that supplements provide, mainly as a form of prevention rather than treatment. The trend to focus on nutritious diets is mostly popular in Europe, where the level of trust in supplements is relatively low with only just 40% of respondents agreeing they were safe to consume, compared to nearly 70% in North America.

As well as revealing a general lack of trust in health supplements among Europeans, the report also shows where the consumers go for advice on health and nutrition. Fortunately, the health experts (doctors and other medical professionals) top the charts, with most respondents pointing at them as the most reliable source of health-related information. Friends and family, as well as dietitians and nutritionists, also enjoy a relatively high degree of trust, with brand ads, social media influencers and celebrity endorsements ranking the lowest.

With vegan trend clearly going main-stream, it’s important to understand the driving forces behind purchasing decisions. Diet choices are not only dictated by food intolerance or personal health anymore. While it might be true for products boasting sugar-free or high-protein claims, as the report demonstrates, more and more consumers look for products that help them support wider issues, such as environmental changes, animal welfare or local community engagement, which makes it essential for companies to highlight these aspects when engaging with this new breed of consumers.

Sports nutrition to support balanced lifestyle

Fitness trends continue to grow, with more and more consumers seeking a wider range of physical activities to combat their sedentary lifestyles. Alongside mental well-being and healthy eating, exercise is becoming a vital part of leading a balanced lifestyle. The report highlights the connection between physical activity and promoting person’s fitness image via social media, encouraging companies to strengthen their presence in this channel if they want to reach these consumers and in the long-term become part of their regular fitness routine.

To resonate with this active consumer group, the brands need to make their whole strategy social-media-friendly, starting with an eye-catching packaging to collaboration with gyms and personal trainers. It’s also important to understand why specific groups reach for sports nutrition, with men focusing more on strength and muscle tone and women looking for weight-loss aids. According to the report, both genders are consuming sports nutrition products to hydrate, recover and increase endurance.

The balanced lifestyle and diets consumers are prioritising, are also reflected in the most sought-after sports nutrition features, with the convenience of ready-to-drink shakes and energy bars, but without compromising on ingredients, keeping their diets clean and supporting their fitness regime in a healthy way.

As the report’s author points out: “The overall movement towards living a balanced lifestyle and focusing on health-care with a holistic view is rooted in the idea that making these changes can prevent illnesses and ailments in the future.” The new, pro-active consumer would rather spend time now on enhancing their diet, improving their fitness level or looking after their mental well-being, rather than seek treatment for issues at a later stage, when the conditions have already developed. Therefore, it’s important for brands to stress the preventative aspect in their communication and make it clear how the health supplements fit with the holistic approach to health.

If you’re interested in reading the full report on Top Consumer Trends Impacting Health and Nutrition, you can download it by clicking here.

Did you know that this week we celebrate National Vegetarian Week? NVW is all about getting stuck in and going veggie for the week! At HTC we’ve noticed a growing interest in our vegetarian products, which is why we’re constantly investigating new ways to extend our vegetarian-friendly portfolio.

National Vegetarian Week 2019 runs from 13th till 20th May this year and it’s all about eating delicious and exciting veggie food. NVW is the annual awareness-raising campaign promoting inspirational vegetarian food and the benefits of a meat-free lifestyle organized by Vegetarian Society in the UK, a national charity that is passionate about veggie food.

Over the past few years, there has been a noticeable shift towards vegetarian and vegan supplements as consumers are becoming more health conscious and are seeking products to fit in with their plant based diets. This trend towards vegetarian and vegan supplements is expected to increase into a worldwide movement as influential people and celebrities extend their endorsement to this lifestyle. This year’s impressive line-up of celebrity supporters of the National Vegetarian Week features names such as Stephen Fry, Ella Mills from deliciously Ella, Si King and Dave Myers of the Hairy Bikers, Gennaro Contaldo, TV chef, author and restaurateur, and most recently Henry Firth and Ian Theasby, Sunday Times best-selling authors, founders of BOSH!

National Vegetarian Week 2018 saw events happening across the country. There were 100+ events put on by community groups, schools, universities, colleges, Brownies, individuals and others – all of which were awarded grants to help their communities get stuck into National Vegetarian Week.

All things veggie and plant-based are very much on trend at the moment so National Vegetarian Week 2019 is set to be even better than last year’s edition! Now, more than ever, it is important to stay in tune with the needs of those consumers looking for vegetarian options and vegan alternatives. HTC Health has responded to this lifestyle trend by extending our existing portfolio by adding new vegetarian products to almost all product categories, most recently focusing on a delicious vegetarian addition to our Gummy range – blueberry Hair, Skin & Nails Gummies, pectin-based. You can check out our whole vegetarian and vegan line-up here.

If you’re interested in tapping into this lucrative and constantly growing segment with any of our vegetarian offerings please do not hesitate to get in touch at 01923 652529 or sales@htc.co.uk. We’ll be happy to give you more info about the products and provide you with a free instant quote.

Food Supplements Europe (FSE) has recently published a report that identifies supplementation as a cost-effective approach to reducing the strain on health system caused by caring for patients suffering from chronic diseases.

The report entitled “How food supplements can help contribute to public health in Europe”, which was published on FSE’s website, calls for including supplementation in general health policy to improve the health care system efficiency. With scientific evidence in place, the publication makes a strong case for health supplements being able to help deal with financial consequences of chronic disease care.

Authors of the study note that significant population groups are failing to achieve optimal nutrient intakes and are at risk of deficiency, which may result in development of serious health conditions. A review of 21 European countries found that none of the examined populations met even 40% of the recommendations for macro and micro-nutrients, showing just how far off the target we currently are.

Conflicting studies continue to underestimate the use of supplements in a healthcare settings, along with budgetary concerns and approval issues in some of the countries. Just in the UK, in 2017 NHS revoked its recommendation for supplementation of Omega 3 fatty acids, lutein and some of the antioxidants, along with some herbal remedies and homeopathy. The plans intended to save the service £200m a year.

However, FSE, an industry group that represents the European Food Supplement sector, argue that the use of supplements in a medical or health setting would drive down health costs and improve population wellbeing.

The report cites current health spending in Western Europe at €1.4tn annually in 2015 with predictions of a rise by 4% to nearly €1.8tn a year by 2020. With the added burden of ageing population, the authors of the report warn that these levels of spending would become unsustainable.

Analyses commissioned by FSE revealed significant potential savings in healthcare costs – up to €64.5bn over 5 years – by providing targeted daily supplementation with omega-3 fatty acids (fish oils), phytosterols or calcium & Vitamin D3.

The full report can be accessed here.

Correct nutrition is one of the top concerns for consumers today, but with supplementation needs it’s also the taste, convenience and ease of use that have increasing influence on purchasing decisions. With such demands from discerning consumers, it’s no wonder gummy supplements are flying off the shelves fuelling the growth of the maturing industry, especially in well developed markets.

As gummy supplements become more available and appealing to consumers, market research suggests the category will continue to grow. A report by Transparency Market Research forecast the global market for gummy vitamins will rise at a steady CAGR of 5.2% between 2017 and 2025. It’s expected the market will be worth approximately $4.17 billion by 2025, up from $2.68 billion in 2016.

Mintel’s 2016 VMS Report proved that the consumers are looking for new formats such as gummies and chewables, because they prefer taking supplements in fun and easy ways. A well known phenomenon called ‘pill fatigue’ contributes to the new delivery formats constantly popping up. And while some of them that recently appeared on the market, like beadlet or dual capsules might not last the test of time and turn out to only be a fad, gummies have been on the market for almost a decade now and every year delivers higher market shares for this tasty format.

Adults Love the Gummies Too

Initially developed for kids, gummy supplements, have been by far recognized also by adults as viable alternative for their nutrition needs. Often requiring more nutritional support, older consumers tired with traditional pills, turn to newer formats like gummies, effervescent powders or sprays to fill their nutrition gaps. In fact, adults have made up the larger portion of consumers of gummy supplements compared to kids. In 2017, reported NBJ, adult gummy products accounted for 65% of all gummy supplements.

With a growing, ageing population in the UK inevitably, more and more patients are living with multiple, long-term conditions, many of which need to be treated with medication. It is estimated that almost half of the over-65’s take at least five drugs a day. The research conducted by Cambridge University, revealed the number of patients taking five or more different drugs a day jumped from 12 per cent to 47 per cent over the last 20 years. Some of those who took part in the long-term investigation said they were on up to 23 tablets every day.

For these consumers, innovative delivery formats provide an appreciated departure from their routine, allowing them to have more enjoyable experience than with a tablet. Vitamin gummies, which used to be reserved mainly for kids, now offer a mainstream appeal to adult customers. Many of the patients, who struggle with large pills, including seniors with compromised ability to swallow, appreciate new developments in the category, with products targeting specific needs such as brain or heart support, bone health, hair, skin & nail, prenatal health and many more.

New Category Developments

As the gummy format becomes more pervasive across all consumer categories, specific considerations are taken into account at the product development stage. With advancements in ingredient technologies and manufacturing processes, gummy supplements can now be customized to meet specific consumer preferences. For example sugar free formulations, pectin-based vegan gummies, natural colourings and flavourings make the format even more successful.

Clean label requirements, calling for only natural, GMO-free ingredients, coupled with challenges of flavour masking and distinct manufacturing requirements, make this a tricky format to produce. However, the potential offered by the category is huge, which is why it’s important to find a reliable manufacturer which will be able to satisfy demands of the growingly discerning consumers.

Our Gummy Range

At HTC we exclusively cooperate with Sirio Pharma – one of the world’s biggest nutritional gummy manufacturer, who not only produces a wide range of highest quality gummy products, but also makes sure they beat the competition in terms of texture, flavour and active ingredients’ concentrations.

Currently in our standard offer we have the following lines available from UK stock:

• Sugar-free Children’s Multivitamin Gummy for General Well-being & Immunity
• Adult Multivitamin & Minerals Gummy for General Wellbeing & Everyday Health
• Multivitamin & Omega 3,6 & 9 Gummy for Cognitive and Heart Health Support
• Calcium & Vitamin D3 Gummy for Bone Support and Healthy Teeth

Each gummy in our range is carefully formulated to provide key nutrients for overall health and vitality. They are packaged in unlabelled clear bottles with white lids, ready for you to label and sell. Each fully recyclable PET bottle contains 30 gummies. Click here to find out more about our gummy range.

If you feel our nutritional gummies might be the right product to boost your portfolio, please do not hesitate to email us at sales@htc.co.uk or call +44 1923 652529. We’ll be happy to give you more info about the new range and available options. Ask for an online brochure, product specifications or an instant, free, no-obligation quote.

The results of the annual survey commissioned by the US Council for Responsible Nutrition, reaffirm trust and confidence in industry, reveal modern trends and habits of American consumers. As consumer needs evolve, dietary supplement use remains strong.

US market often leads the way when it comes to VMS category development with product innovation and consumer trends that can often be later observed in European markets. Results of the 2018 survey revealed emerging trends in both consumer behavior and product demand, which are worth looking at, as they might be of significant importance for our local market in the upcoming months.

VMS consumer profile

The majority of U.S. adults—87 percent—have overall confidence in the safety, quality, and effectiveness of dietary supplements, consistent with last year’s data and up from 84 percent in 2009. Additionally, the 2018 survey found that 78 percent of Americans perceive the dietary supplement industry as being trustworthy.

“Three-quarters of Americans take dietary supplements, and the steady increase in use observed over recent years speaks to society’s shift toward a more holistic, personalized approach to healthcare.” said Brian Wommack, senior vice president, communications, CRN.

The CRN survey has also confirmed that dietary supplement users are more likely to have healthy habits and lead overall healthy lifestyles. They are far more likely to exercise
regularly, eat a balanced diet, maintain healthy weight, visit doctors or abstain from using tobacco, in comparison to non-users.

According to the 2018 survey, 78 percent of U.S. adults aged 55+ take dietary supplements, followed by those aged 35–54 (77 percent) and 18–34 (69 percent).

Emerging product trends

While vitamin/mineral supplements remain the most popular category among supplement users (98 percent), the overall use of herbals/botanicals has significantly increased in the past five years. In 2018, 41 percent of supplement users reported they had taken herbals/botanicals in the past twelve months—up 13 percentage points from 2013. Within that category, the 2018 data reflect the emergence of one of industry’s rising stars: turmeric.

Among the youngest demographic Multivitamin remains the most popular supplement with 83% of the users in this age group taking it daily, when it comes to reasons for taking dietary supplements, the young adults most often cite energy (37%). The middle age group is most keen on botanicals (42%) and the key need for them is to support their immunity. Vitamin D is the most popular supplement with the seniors (46%) with bone health being their main concern.

Data shown is from the 2018 CRN Consumer Survey on Dietary Supplements, conducted in August 2018 on a national sample of 2,004 adults by Ipsos Public Affairs and funded by CRN. The survey has been conducted annually since 2000. Source: Council for Responsible Nutrition (CRN) More information: www.crnusa.org/survey

As the nation struggles through the gloomy Winter days, the sales of Vitamin D have risen and for the first time “the sunshine drug” has topped the top selling single vitamins chart.

In their latest report, Mintel retail analysts said 56 per cent of those who use supplements take a multivitamin. Of those who take a single supplement, 33 per cent take vitamin D, 27 per cent vitamin C, 15 per cent vitamin B, 12 per cent vitamin A and 10 per cent vitamin E.

Mintel found that vitamin D usage has ticked upwards for all age groups, but the biggest change was among those aged 35-54 with a rise from 22 per cent to 35 per cent.

Vitamin D is important for keeping bones, teeth and muscles healthy. It is also said to ease depression, help reduce inflammation, ward off viruses and even halve the risk of severe asthma attacks. Worryingly, a lack of vitamin D has been associated with a return in rickets among children.

Anita Winther, Research Analyst at Mintel, said: “The ongoing focus on health, both among consumers and in the public debate, is seeing people take a more proactive approach towards their wellbeing. The interest in health is expected to be a major driver for vitamin, minerals and supplements sales, while the ageing population should continue to drive growth in the over-50s segment. Vitamin D has proved to be a star performer in the sector, with its health benefits during the winter months continuing to be a popular topic. This will have undoubtedly helped boost usage, raising its profile among Brits.”

In addition to emerging positive research results, highlighting the benefits of this famous nutrient, and popular social campaigns such as Vitamin D Awareness Week,, it’s also the advice coming from medical experts that might have boosted the sales. The NHS says Britons do not get enough vitamin D from sunlight between October and early March and encourages people who do not get enough of this nutrient from diet to supplement its intake during the Autumn and Winter months.

At HTC we provide a wide selection of single vitamins and minerals, including various strength and formats of Vitamin C and Vitamin D. For more information or a free instant quote, please contact our sales team on 01923 652529 or email sales@htc.co.uk.