Vitamin products are reinvented in new, unexpected formats
Trend - Supplements have grown in popularity with more companies continue to enter the space. As a result, brands are looking to differentiate themselves with novel supplements in new, inventive formats—ranging from sleep support bites to freeze-dried skincare tables.
Insight - As awareness around preventative healthcare expands, consumers have become increasingly invested and self-directed when it comes to their health and wellness. As this demographic grows, the adventurous consumers of this segment are looking for novel formats and unusual sensory experiences. These consumers are looking beyond traditional health products, and look instead for products that satisfy their need for novelty.
Insight - As awareness around preventative healthcare expands, consumers have become increasingly invested and self-directed when it comes to their health and wellness. As this demographic grows, the adventurous consumers of this segment are looking for novel formats and unusual sensory experiences. These consumers are looking beyond traditional health products, and look instead for products that satisfy their need for novelty.
Workshop Question - Think of a tried-and-true offering in your space. How could you completely reinvent the way that product is packaged?
Trend Themes
1. Novel Supplement Formats - As supplement brands look to differentiate themselves in a crowded market, consumers are seeking novel and unexpected supplement formats that offer unusual sensory experiences.
2. Real Food Supplements - Consumers seeking all-natural and nourishing supplements are turning towards brands that use real foods and ingredients, particularly those that cater to specific demographics.
3. Innovative Vitamin Delivery - Vitamin brands are exploring new delivery methods for vitamins, such as sublingual films and freeze-dried tablets, to offer convenient and easy-to-swallow alternatives to traditional pills.
Industry Implications
1. Nutraceuticals - The supplement industry is seeing an increasing demand for new, innovative formats and all-natural ingredients that cater to a growing health-conscious consumer base.
2. Personal Care & Beauty - Innovative skincare products like freeze-dried tablets are disrupting more traditional personal care categories and offering consumers next-gen solutions.
3. Health & Wellness - Brands across various industries are tapping into growing consumer awareness of preventative healthcare and the desire for self-directed wellness solutions.
