10 Nutraceutical Trends to Watch in 2023

Over the last several years, many people have noticed that their health is not where they want it to be. As a result, an increasing number of people, both in the United States and around the world, have committed to improving their physical and mental health. Part of this includes staying active and maintaining a healthy and balanced diet and taking a wide range of nutraceutical products that benefit many body parts and systems. 

This has resulted in more than 25 percent growth in the nutraceutical market in 2020, as well as another 8 percent uptick in 2021.¹ Below, we discuss in greater detail some of the top 10 nutraceutical trends that will continue to impact this industry. We also frame this discussion in the context of safe and effective products that Kemin currently has available.

Trend #1: Addressing Gut Health Problems With Pre- & Probiotics

There is an increasing focus by consumers on how to restore gut health. This is partly driven by the COVID-19 pandemic and a recognition that gut health is positively linked to our overall immune system functioning. So if we can get and keep our guts healthier, we can be healthier.

In the past, many gut supplements were primarily based on probiotics, and consumers would use them principally after or during a course of antibiotics. However, consumers and manufacturers increasingly recognize that there is more that nutraceuticals can do to maintain healthy guts as part of a regular healthcare regimen.

As a result, more people are taking prebiotics to support friendly bacteria, which is likely to continue. Prebiotics, taken regularly, support digestive health and may boost the immune system. Also, there is a growing trend toward companies incorporating postbiotics, which are the beneficial compounds produced by beneficial bacteria.  

Also, parents are increasingly focused on how to protect their children’s eye health, as there is growing recognition of the potential risks associated with screen time. In addition, there are other areas of pediatric health where supplements may become increasingly important in the years to come.  Some studies suggest that the average tween and teen may have more than 9 hours of screen time per day, and the pandemic has only increased these numbers as more kids have moved to online learning options. More research needs to be done to determine the exact impact of this exposure on developing eyes. However, parents are correct to be concerned. And, this concern translates into looking into eye vitamins and supplements. 

Trend #3: Addressing Sleep Issues

Sleep remains a significant concern for many people. One shocking finding in a recent study reported that 37 percent of adults³ had self-reported chronic problems with insomnia and sleeplessness. Sleep is closely linked to many other issues, such as stress. People who are stressed may find themselves tossing and turning and unable to get a good night’s sleep. But stress is not the only reason that a person may not be able to sleep.

No matter the reason driving your sleeplessness, a lack of sleep may have a wide range of impacts on your overall health. For example, it can depress your mood and worsen many psychiatric symptoms. It can also weaken your immune system, making you more prone to viral and bacterial infections.

The good news is that nutraceutical aids can help with sleeplessness, and Kemin has a great all-natural product, DailyZz™, that helps with the issues. This product, made from botanical polyphenols, safely helps people improve the quality of their sleep.

Kemin sells FloraGLO^® Lutein  the first lutein-based nutraceutical ingredient ever introduced onto the market and one that has developed a track record of success over its two-plus decades of use. FloraGLO Lutein is effective at protecting the retina from blue light exposure. FloraGLO Lutein and ZeaOne may have other benefits, including boosting children’s cognitive development and giving a healthy glow to people’s skin thanks to its anti-oxidant benefits. 

Trend #5: Growth in CBD Usage

In recent years, there has been a growing recognition by both the general public and medical professionals that CBD may have a positive impact on a wide range of health conditions and this uptick in the use of CBD will likely continue to grow for the foreseeable future.

Getting an exact figure on how many Americans use CBD for medicinal and health purposes is challenging, at least partly because there are still variations in legality from state to state. One relatively recent Gallup study suggested that just under 15 percent of adult Americans use CBD. However, one could wonder if  this estimate does  not underestimates the percentage of CBD users because some people may be worried that if they disclose their CBD use, they could face potential legal consequences. 

Recognizing this growing demand for a safe CBD product, Kemin is proud to sell Luxiva™ certified organic CBD distillates. Kemin carefully ensures that Luxiva Full Spectrum CBD Distillate – Globally Friendly contains less than 0.1% THC, while Luxiva Full Spectrum CBD Distillate contains less than 0.3% TCH.. Instead, our product comes from solvent-free/clean extraction to produce USDA-certified organic cannabinoids, flavonoids, and terpenes. These distillates can be used in a wide range of consumer products, including: gummies, capsules, and liquids.

The sports nutrition market, though, has rebounded in the last year, increasing more than 9 percent⁴ in 2022. This uptick is predicted to continue at robust rates through at least 2025. More and more manufacturers are replacing animal-based proteins with plant-based sources to meet consumer demand. Kemin has always been at the forefront of utilizing plant-based products, and many of our products are organic certified, giving customers even more confidence.

Trend #7: Addressing Menopause Symptoms

The menopause market may be experiencing a rebound after years of, at best, extremely mixed results.¹ It has always been puzzling for nutraceutical experts why this market has not boomed as more and more women go through menopause and experience a wide range of symptoms. Unfortunately, many of these symptoms negatively affect a woman’s quality of life. In fact, this downward trajectory in quality of life is often significant and can impact physical, mental, emotional, and sexual health.

It is unclear if the lack of demand was due to poor marketing on the part of manufacturers or if it was more driven by shortfalls in scientific research. Unfortunately, there is still not one dominant product that has been shown to successfully address some of the most troubling menopause symptoms. However, black cohosh root went through a short surge in popularity as the go-to ingredient for menopause health.⁵ Even though black cohosh root has a long track record of being utilized by indigenous populations to deal with symptoms such as hot flashes, recent research has shown much more mixed results on efficacy. ⁶

As more Gen X women move into perimenopause and menopause, the demand for effective products is likely to increase, partly because these are active advocates for their health and already consume significant numbers of other nutraceutical products. This suggests they will be willing to embrace menopause solutions if they are marketed correctly. Consumers also want to ensure that the product they are embracing will have accurate and verifiable results. Affordability also continues to factor into consumers’ decisions.

Trend #8: The Desire for Non-Pill Options

One of the most striking trends in the nutraceutical industry is how consumers take supplements and other products. For years, the majority of nutraceutical products were delivered in pill format.⁷ 2019 was, in fact, the first year that more products were non-pill than pill format. In the years to come, experts anticipate that roughly 60 percent of products will be sold in a non-pill form.⁷ There are many different non-pill formats, but one of the most popular is gummies.

Gummies are also the most preferred option⁸, especially for people who have only recently started using nutraceutical products and may be overwhelmed by tablets, capsules, and other pills.

At Kemin, we are at the forefront of this process, making our products available in various delivery mechanisms. We understand that each consumer is different, both in terms of their health needs and how they would like to approach these needs. At Kemin, we strive to deliver individualized solutions.

Everyone wants to be firing on all cylinders with their brains functioning seamlessly. Because of this, we should not be surprised that there has been a significant surge in the sales of brain health supplements in 2022, and projections for 2024-2025 are even stronger.⁷ One interesting aspect of this trend is that the consumer demographics of people purchasing these products have shifted. Younger and younger shoppers are now looking for ways to boost their brain health and cognitive functioning.

Kemin recognizes this trend and is pleased to produce Neumentix™,  an antioxidant, spearmint-based ingredient that boosts cognitive functioning. Neumentix is largely targeted at improving working memory, which can make it easier for a person to retain new information that they are exposed to. And, it can also help people who may notice their attention wandering stay more focused on the tasks at hand. Working memory has also been positively linked to reflex performance, as well as coordination. At Kemin, we recognize that consumers want to take ingredients that have been scientifically tested. Scientific testing shows a positive link between Neumentix use and working memory performance.^9-10 

Trend #10: Interest in Strengthening One’s Immune Health

The last few years have taught us many things. One of the most important reminders is how important it is to have a healthy immune system to fight off everything from the common cold to more severe illnesses, such as COVID-19. This resulted in a stunning 70 percent increase in supplement sales geared toward immune system health in 2020. This increase was erased, at least to some degree, in 2021, as people turned back to more traditional medication options, such as newly introduced vaccines.

In fact, one of the success stories in recent years has been elderberry and elderberry-based products. This success has been driven in large part by very effective marketing campaigns. Like with many nutraceutical spheres, marketing often separates market winners from market losers. Therefore, manufacturers must understand that marketing approaches have evolved recently. Successfully utilizing social media channels is essential to drive sales.

Recognizing the importance of boosting immune health, Kemin is proud to market its algae-based immune system booster BetaVia™. The Company believes this plant-based product will help increase gut and immune health while simultaneously helping the body fight against oxidative stress. In addition, Kemin has worked hard to ensure that this gluten-free and allergen-free product can be delivered in various modes, including: tablets, gummies, and chocolates, as well as others.

The 10 Nutraceutical Trends Revealed

Many Americans continue to be concerned about their physical and mental health. As active consumers of health products and advocates for their own health, they are looking for products that will boost their immunity, gut health, skin, and eye health and improve their mental health. The good news is that manufacturers are seeing this demand and responding to it with a range of safe and well-tested products.

Above, we highlighted some of the trends sweeping the nutraceutical sector in 2022 and beyond. At the same time, we also explored how some of Kemin’s safe, natural products, such as Luxiva and FloraGLO, that have gone through extensive testing will potentially fill these niches. Kemin prides itself on being at the forefront of nutraceutical innovations and will continue looking for opportunities to innovate. 

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References:

1. Nutrition Business Journal, Condition Specific Report 2022
2. Source: Nutrition Business Journal (consumer sales)
3. Source: Nutrition Business Journal Consumer Survey, powered by the Suzy survey platform.
4. Source: Nutrition Business Journal ($bil, consumer sales)
5. https://www.intechopen.com/chapters/69559
6. https://www.nccih.nih.gov/health/black-cohosh
7. Source: Nutrition Business Journal ($mil, consumer sales)
8. Source: Nutrition Business Journal survey of 1,005 US Consumers
9. RDBPC three month study [Fonseca, B., et al. (2015). Neurology. Conference: 67th American Academy of Neurology Annual Meeting, AAN, 84.] evaluated healthy men and women between the ages of 50 to 70 with age-associated memory impairment. The study showed significant differences between active and placebo groups on improvements in working memory and ease of falling asleep. Claims based on 900 mg Neumentix containing 14.5% - 17.5% Rosmarinic Acid and 24.0 - 32.0% Phenolics (expressed as gallic acid equivalents) taken once daily for 12 weeks.
10. RDBPC 12-week study (Makoto Study, 2017) in healthy men and women 18-50 years of age with daily supplementation of NeumentixTM over the course of the study. Cognitive and physical performance improvements were observed after 30 and 90 days of continued use. Please contact Kemin for details on clinical findings.
11. Nutrition Business Journal, State of the Industry: Market Trends & Data

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