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Top 5 Current Health Product Trends

1) Increased use of simple labeling and natural ingredients
More brands are simplifying their packaging and relying more on natural ingredients, as consumers are demanding clearer, more straightforward labeling so that they know exactly what is in their foods and supplements. This may include reformulating products so that they contain less complex ingredients and avoiding the use of preservatives with complicated names. Although natural preservatives are more expensive, there is a trade-off involved, as consumers are much more trusting of brands that use them.

2) New superfoods are coming into focus
Almost every year, a new “superfood,” featuring a ton of essential vitamins, minerals and other nutrients, becomes popular in the health food and supplement industry — and this year is no exception. In the recent past, we have seen foods like quinoa, kale and chia become extremely popular among health-conscious consumers. In 2014, popular new “superfoods” have included freekah and teff, two “super grains.” Others expected to experience a surge in popularity range from the familiar (cauliflower) to the exotic (Moringa).

3) Consumers are concerned with responsible manufacturing and packaging
The average consumer today is much more concerned about what is in the items they are buying and how they are being made than ever before. This includes the type of packaging and what was used to make it. As a result, many companies are going to greater lengths to use sustainable processes in their manufacturing and packaging, and organic and other “all-natural” products are seeing greater demand. Expect these types of environmentally and socially responsible consumers to continue to influence the market.

4) Functional beverages are rising in popularity
There’s a wide variety of these types of beverages, ranging from those that improve libido to those that help fight against the symptoms of arthritis. Most of these beverages contain a slew of natural ingredients and nutrients designed to improve overall health. There has also been an increase in health shots, which represent simple and effective ways of delivering small (yet potent) doses of nutrients to the drinker. These are typically under 100 mL in volume.

5) Healthy candies and chewables are more common
People simply don’t get excited about swallowing a pill, so many companies have started to invest in creating healthy candies and chewables that both taste great and provide the same health benefits of common supplements. The result has been a significant surge in popularity for those types of products.

From the increased use of technology to the different ways consumers prefer to obtain the supplements and products they need, there are some major shifts happening in the health product industry. It will be interesting to see how new innovations over the next year prompt further changes in the market.


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