Consumers More Health-Focused Since COVID
There’s no doubt the COVID pandemic has increased consumers’ interest in their health. And while consumers’ concerns have been deescalating since the early days of COVID, research shows personal health and wellbeing remain a top COVID-related concern. Among those concerned about COVID, two out of three indicate concern over their health and wellbeing, just after the health and wellbeing of loved ones and the impacts of COVID on the economy. Consumers cite concerns over both physical and mental health.2
Since the COVID outbreak, more consumers have been turning to supplements to support their health. In 2020, supplement sales were up 11.6% in North America, 5.0% in EMEA, and 2.4% in Asia Pacific over the prior year.3 To understand if these new habits might have staying power, Glanbia Nutritionals surveyed supplement users in the U.S., where sales increased the most. The majority (79%) indicate they expect to maintain their current supplement usage once life returns to normal.4
Top Trends Ahead for 2022
To meet the needs of these health-conscious consumers, it’s important that supplement brands have a good understanding of consumers’ most pressing health concerns, as well as what they’re looking for in a supplement. Here’s a look at insights on the top supplement trends for 2022:
Interest in immunity will continue to be strong going into the new year. Most of the growth in the U.S. supplement market during 2020 was estimated to be from cold/flu/immunity supplements,5 and the buzz around emerging COVID variants will make immune-support ingredients like vitamin C, vitamin D, zinc, and probiotics a continued priority for consumers.
2. Mental Health and Mood
Among consumers who say they’ve become more concerned about their health and wellness since the COVID outbreak, nearly half (47%) are concerned about mental health, making mental health the number two health concern.6 Supplements currently in the market targeting mental health support include ingredients such as adaptogenic blends and CBD and contain messaging around total mind-body support, stress relief, and mood-boosting.