2018 saw many exciting trends emerge within the health supplement market and we expect these to continue to grow and succeed in 2019. Based on the current movements in the industry there are certain products that we expect to notice significant rise in popularity, so read on if you’re curious to find out what we’ve identified to become the next big thing in the VMS market.
Before we delve into the predictions for the next 12 months, here is a look over a few of the popular products that topped the bestsellers’ charts in 2018.
Big sellers of 2018
Vegan sources of Omega 3
Omega-3 fish oil has always been a prevalent choice but it needed an update and this would come in the form of vegan or vegetarian sourced products. One of the more popular fatty acids on the market today is the vegan Omega-3 which in previous years was more commonly found in fish oil. This was noticeable in 2018 and an increase in flaxseed oil and Vegetarian friendly Omega-3 sales was a catalyst from the increase of vegetarians and vegans.
Turmeric and herbal remedies
With Turmeric becoming a popular dried spice it also has taken the supplement market by storm. Its most active ingredient curcumin provides many benefits such as strong antioxidant and anti-inflammatory properties. We expect its popularity to continue into 2019 as well on-going research to support its benefits.
Taking good care of your skin and reducing aging will always be a worry with consumers. 2018 saw a rise in the male market paying more attention to this. Although most products purchased were made for females we saw a small rise in male skincare. Collagen was the hot topic for 2018 with various drinks, shakes and tablets coming to the market and proving to be popular as well as successful.
Top picks for 2019
With 2019 taking a good start, we expect the products that became popular in 2018 to strengthen their position with more companies joining in the growing supply base. However, it’s also clear that there are few products and trends that only just started to emerge over the last year and we expect them to fully bloom in the coming months. Here are HTC’s predictions for the year ahead.
With most consumers having some sort of complaint about gut health, whether it is as small as bloating or as severe as IBS, and with more research surfacing on a regular basis about remedies and supplements that can help, it appears that particular supplements are taking the lime light. This continued interest in gut health leads to a surge in the market for prebiotics and probiotics. Prebiotics are a special form of dietary fibre that helps Probiotics to survive and get maximum health benefits from, so the two come hand in hand.
2019 might also see a real surge in popularity of fibre itself. Innova Market Insights recently revealed that 33% of the UK consumers have increased their fibre consumption, with the majority doing so to improve their digestive health. Also, there’s been a 55% increase in fibre being added to sports nutrition products over the last five years. As research continues to reveal deeper insights into the influence of fibre and the gut microbiome on health, the future of digestive aid segment seems very promising.
Over 2018 we have seen a sharp increase in the number of people who are choosing veganism as a lifestyle. With fitness and wellbeing at the forefront of most people’s mind these two certainly come hand in hand. In 2019 we are expected to see a huge rise in plant based protein and a lot of innovation in terms of delivery formats. With consumers more aware of what they are putting into their bodies they want to make sure they are achieving their RDAs and in some cases getting more to support muscle repair after exercise.
With major retailers catering already to the growing vegan community, it’s important to notice that the demand for vitamins and minerals which vegan diet are typically quite deficient in, will be increasing as well. Ingredients well complimenting vegan diets, such as Vitamin B12 or Iron, might see increases in sales.
Blurring of the lines
Than changes we observe in the food, health and cosmetic space are increasingly blurring the lines between what traditionally was seen as separate markets. Ingredients that have previously been seen as big stars in supplement segment are now making a big impact on products from food and beverage category as well as cosmetics. With the functional foods and fortified drinks segment already noticing huge growth over the last few years, the new delivery formats being introduced to the market soften the boundaries between categories even further.
Also on the trend of category interpenetration, ‘Beauty Vitamins’ are set to take off in 2019. The idea that supplements become a part of the everyday beauty regime rather than being taken to fight deficiencies is increasing in popularity. The self-care and beauty from within trend, firmly highlighted by popularity of Collagen in the last year, will continue to grow, attracting new consumers.
The over-60s segment is growing and so are the marketing opportunities for health supplements and sports nutrition directed to this audience. By 2020, a quarter of Europeans will be over 60, according to the European Commission. This age group is much more digitally savvy and interested in staying fit than the previous generation had been at that age, which might influence the supplement market quite significantly, creating demand for products formulated with this particular demographic in mind.
CBD – One of the hottest words of the past months, we predict 2019 might see more of various CBD formats entering the shelves of health product retailers. Sometimes disguised as “hemp oil” to shake off the marijuana link, CBD supplements are one of the fastest-growing areas of the nutrition industry. Often confused with medicinal cannabies oils, CBD oils are derived from the specially bred cannabis strain, also known as hemp, that naturally contain less than the regulatory level of 0.2% of THC, so can be legally sold as food supplements in the UK without any additional restrictions. Many reports are now firmly placing cannabis extracts and oils as one of the health revolutions of the year.
If you’re interested in discussing any of the products mentioned in the article, don’t hesitate to get in touch – our team will be delighted to give you more information on the emerging trends and how you can benefit from tapping into these growing opportunities.