For decades people have been aware of the need to supplement the average diet.
More recently, an increase in supplements and focus on improved nutrition has become a big trend with consumers.
Products that were once only able to be purchased at specialists stores and health food shops are now shelved in the main grocery stores right next to the standard products.
Nutritional Supplements Industry Trends
People are taking vitamins and dietary supplements to increase their health, heal faster, avoid illness, improve vigor and fight other problems that they believe a better diet can cure.
Millions of people are taking some form of self-prescribed supplement. The UK has reported that nearly a third of the UK population is taking some form of vitamin, supplement or mineral most days (Food Standards Agency, 2008).
The diversity of products in the vitamin supplements industry has increased as well. Everything from Red Raspberry Leaf to the standard Vitamin C is being stocked on the shelves for the consumer looking for a more natural solution.
People are taking supplements for everything from prenatal health to trying to cure disease. The sports supplements industry has skyrocketed in popularity. Many people are becoming increasingly nervous of pharmaceuticals, while increasing their belief in natural solutions, supplements and diet changes.
Dietary supplements vary widely.
According to the World Cancer Research Fund, dietary supplements contain herbs, vitamins, plant material or minerals and may be made in pill, tablet, capsule, liquid form.
Dosage instructions and formulas may differ wildly, which can make it hard to know what will work and what really won’t. This wide selection with varying production processes has made the nutritional isles somewhat of a minefield for consumers who are attempting to navigate toward better health.
Supplements Industry Growth
In the US, the supplement industry worth has grown by $6 billion in increased sales between 2007 and 2012. That growth is continued to increase by 5-6% each year through 2017.
Markets in the UK, Japan, Hong Kong and other areas across the globe are also expected to increase at a rapid rate. People have been shown to willingly spend more for natural foods, including organic, GMO-free, minteral-fortified and calcium rich products (Nielsen’s 2015 Global Health & Wellness Survey).
A Trend Worth Noting
Successful companies are taking note and finding ways to make this trend fit within their own product scope. Nestle CEO Paul Bulcke announced in 2014 that his firm’s health, wellness and nutrition business would be core to the long-term success of the company.
He remarked, “It is linked with an ageing population, it is linked with consumers that are more aware of the nutritional dimensions in their lives and the need for quality of life.”
These decisions for improved health are largely due to an abundance of online information being published on the subjects. According to Harris (2010 poll), somewhere around 96% of adults are using online information to help them decide what may help with a problem they are having.
They are looking for solutions while in the pre-diagnosis, diagnosis and treatment stages. Consumers are even turning to the internet to help them understand their conversations with their doctor and to see what medical options they may have.
A lack of awareness of options, research and potential outcomes may be hurting the average consumer.
More research is needed to show how supplements and vitamins treat various symptoms. Overall, more information is needed to help each individual make his or decision in an informed way.
Pharmaceutical companies also need to get on board and look for ways to restore trust with those who are afraid to take medicine but not medicate with a series of plants, minerals and more.
As your company forges forward to increase customers and sales, remember that getting your product into the hands of the consumers is just one part of building a loyal customer base and enticing new leads. You need to build trust and rapport that is typically lacking between a patient an the healthcare system.