The UK’s nutritional supplement market is expected to reach £13 billion growing at a CAGR of 6% by 2023. With growing interest in personal health and wellness, more consumers are incorporating supplements into their daily routines. An increasing aging population also means many consumers are looking for preventative healthcare management. In addition, factors such as self-medication for minor health issues, hectic lifestyles and convenience of direct purchase have contributed to the expansion of the supplement market.
As the dietary supplement market is expected to grow consistently this year, we’ve identified several trends that are likely to impact the industry.
Nutricosmetics refers to the concept of ‘beauty from within’ through a variety of skin, hair and nail boosting supplements. In addition to soft capsule and tablet forms, nutricosmetics are commonly available as powders that can be added to water and more recently, gummies. Trending ingredients in this segment include Vitamin C, Vitamin D, Vitamin B, Zinc and Biotin. In addition, nutrients such as Omega-3 fatty acids have been linked to supporting skin health. While nutricosmetics have been around in the Asian market for a while now, many European and UK consumers are also adopting the ‘360 degree’ approach to skincare. According to a recent report, the global nutricosmetics market will surpass US$ 12.55 billion by 2026.
Originally marketed to children as a tasty, more appealing way to take essential vitamins, gummies are quickly becoming an attractive way to take supplements to all consumers. According to Business Wire, the gummy vitamin market is set to increase with a CAGR of 5.3% in the period 2019-2025. This growth reflects the increasing popularity of this delivery format. Gummies are no longer loaded with sugar; using the latest technologies, manufacturers can now produce gummies with unique formulas, using natural colourings and reduced sugar content.
In recent years, digestive health has become a mainstream concern. Growing numbers of consumers are interested in foods fortified with probiotics and other gut friendly ingredients. However, more engaged consumers are looking at botanicals associated with digestion such as Turmeric and Peppermint. Peppermint is well known for its property of giving cool and calm effects on the body. It has been most extensively studied as a treatment for irritable bowel syndrome (IBS) and indigestion. Factors such as natural ingredient based personal care and cosmetics are expected to boost the consumption of Peppermint oil.
As consumers of every age proactively manage their health, sports nutrition and joint health products have gone mainstream. Supplements that help with recovery after training were trending in 2019, and this year it looks like this trend will continue to grow. Supplements such as Turmeric and Fish Oil have shown to minimise joint inflammation across various studies and improve recovery after intense work outs. Sleep aids containing Zinc and Magnesium are also gaining popularity. Consumers are looking for supplements to help with sleep so their muscles can repair.
Eye health is set to become one of the great health concerns of the modern age. Increasing exposure to screens and an aging population are affecting eye health globally. According to the World Health Organization (WHO), approximately 1.3 billion people live with some form of vision impairment. However, WHO also says that 80% of all vision impairment globally is avoidable as there are effective solutions to help. The nutrients widely used in the eye health category include Lutein, zeaxanthin and meso-zeaxanthin. These are carotenoids that deposit specifically in the macula, forming macular pigment. In addition, Bilberry extract can be used to relieve eye fatigue,11 and omega-3 consumption could improve dry eye symptoms.
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*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.