Health brands offer supplements in new formats
Trend - Consumers are accustomed to taking supplements in the form of pills, drinks and gummies--and this market has become oversaturated with brands vying for consumer attention. To stand out, some brands are offerinig distinct supplement formats that include everything from jelly beans to dissolvable discs.
Insight - As the health and wellness industry remains popular among consumers, oversaturation has resulted in some beginners being overwhelmed with product choices and unsure where to begin. Brands that are able to stand out via branding, formula or benefits promised are likely to appeal to both experts and novices in this space.
Insight - As the health and wellness industry remains popular among consumers, oversaturation has resulted in some beginners being overwhelmed with product choices and unsure where to begin. Brands that are able to stand out via branding, formula or benefits promised are likely to appeal to both experts and novices in this space.
Workshop Question - How does your brand or its products stand out from competitors?
Trend Themes
1. Innovative Supplement Formats - As the supplement market becomes oversaturated, brands are offering distinct supplement formats (such as gum and jelly beans) to stand out and appeal to both experts and novices in the health and wellness industry.
2. Functional Chewing Gum - Functional chewing gums, such as Life's Gum, which delivers physical and cognitive benefits, are setting themselves apart in the market by providing immune support in a format that allows for a quick release of ingredients.
3. High-protein Juice-style Supplements - Juice-style options are a promising alternative to traditional milk-based oral nutritional supplements, and through the use of Lacprodan BLG-100, brands like Arla Foods Ingredients are now able to increase their protein content while still delivering essential amino acids in an easy-to-consume format.
Industry Implications
1. Health and Wellness - As the health and wellness industry remains popular among consumers, brands that are able to stand out via branding, formula or benefits promised are likely to appeal to both experts and novices in this space.
2. Functional Food and Beverage - Functional food and beverage products, such as Effusio's dissolving drink discs and Nature's Bounty Optimal Solutions' fruit-flavored jelly beans, are creating new and innovative ways for consumers to supplement their diets.
3. Medical Nutrition - High-protein juice-style supplements, such as those developed by Arla Foods Ingredients, offer a promising alternative to traditional milk-based oral nutritional supplements for individuals with malnutrition and muscle loss.
