Innovation insight agency Buzzback, based in New York, recently interviewed consumers in the UK and the US to see which ingredients they are most interested in.
For the survey, Buzzback interviewed 800 people online during March. Over 50% of those interviewed say that they are open to trying products with new elements.
Buzzback identified the trendiest ingredients based on how many consumers would be “extremely open” to using products that include certain ingredients. The results between countries varied slightly, with omega-3s and curcumin/turmeric in the top five in both the UK and the USA.
While only 1/3 of respondents reported having a complete understanding of these ingredients, they were still interested in trying them. They particularly wanted to find out more about specific benefits for issues they experience.
Driving awareness: social media and NPD
So, what exactly makes these ingredients trendy? Research from Buzzback found that social media is consumers’ main source of information about trendy ingredients, with 46% of consumers using it to read and understand more about supplements.
Native to Southern-Asia, Turmeric has been trending for some time. It is arguably one of the most powerful herbs on the planet it has many healing properties that include fighting disease.
Turmeric is grown in the tropics and the root is used in cooking. Numerous studies have proven the benefits of turmeric and one of its renowned healing compounds, curcumin. A number of studies have reported that using curcumin is more advantageous than certain prescription drugs (1). Although curcumin has been linked to joint health, it is also known for its anti-inflammatory properties (2) and is efficient as a digestive solution, as well as a solution for immunity and anti-aging (3).
Omega 3, the other trending ingredient, is expected to continue to drive the health supplements market, however, the market is trending towards high concentrate products, as consumers want to get more EPA/DHA, but in fewer soft gels. Through the media, doctors, and health care practitioners, consumers understand the benefits of higher potencies to support the body’s natural anti-inflammatory response, which benefits heart health, brain health, mood, and many other conditions (4).
Buy bulk health supplements from renowned supplier
At HTC, we supply 600mg Turmeric capsules, which contain 5mg of Black Pepper extract with min 95% Piperine from Piper Nigrum Fruits. Additionally, our Turmeric supplements come in HPMC capsules, which means the supplement is suitable for vegans. Click here for more information.
Our standard range of Omega 3 Fish Oil is 18/12, which means that each capsule contains 180mg EPA and 120mg DHA and it comes in either TG (triglyceride) or EE (ethyl ester) form, which indicates an extraction method used to purify fish oil. However, we also offer Super Strength Omega 3 capsules with a higher concentration of up to 500mg EPA and 250mg DHA. Click here for more information.
(4) Zanwar, Sharad P. Adekar, Omega-3 Fatty Acids: Keys to Nutritional Health (2016)
*Claims for food supplements mentioned in this article are not meant for general public, but are purely for information of food supplement industry professionals. Please note that the claims are not authorised by European Food Safety Authority for use on labels or marketing materials.