Nutraceutical Trends to Look Forward to in 2019
It should come as no surprise that the most noteworthy nutraceutical trends reflect the changing perspectives of our modern society. Sustainability, social consciousness and an ever-evolving obsession with gut flora and cannabis — all of these topics remain central among the concerns of the general public, so it makes sense that they’re central to nutraceutical development, too. As consumer attitudes change, so does the nutraceutical industry, and the players who don’t take note and adapt will undoubtedly be left in the dust. Here are some of the primary trends in the nutraceutical industry that we’ll see grow more this year.
- A Push Towards Gut-Focused Innovation — Is 2019 the year that gut biome stops being a buzz phrase? Not likely. In fact, the general public will be more curious than ever about the gut — especially how it affects the brain, the mood and the rest of the body. With more and more research emerging showing that our gut flora has a big impact on our overall health and well-being (the largest study on the human microbiome, the American Gut Project, is now publishing results ), we will certainly see even more interest in gut-focused products this year. Look out for plenty of probiotic- and enzyme-powered nutraceuticals, including supplements as well as health foods and beverages.
- Nutraceutical Snacks Gain Traction — Snacks, once seen as nutritionally devoid junk food, have entered a whole new era. With consumers rapidly replacing regular meals with snacks and demanding healthier, nutrition-rich options, the savviest nutraceutical adopters will begin to create bite-sized, supplements and products that cater to those on the go. Younger consumers are particularly partial to convenient, organic and/or natural snacks. Nutraceutical snacks will be enhanced with probiotics, enzymes, vitamins and minerals.
- More Focus on Pet Nutrition — The pet food nutraceutical market is expected to grow rapidly in the next four years, with experts predicting a boost of about 6.34 percent by 2023, according to a recent report. Research cites an increasing number of people adopting animals and rapid urbanization as drivers for the up-and-coming animal health market. Consumers will also spend more time thinking about the quality and origin of their pet food and supplements in 2019.
- Stronger Emphasis on Social Consciousness — Our industry has long been concerned with the social and environmental impacts of consumption, but this conversation will nevertheless still be a major one at industry events this year. In fact, Vitafoods Europe has already indicated that this will be a primary focus of its 2019 global nutraceuticals event, with exhibits surrounding plant-based ingredients and sustainable packaging.
- Continued Obsession with Cannabis — Market analysts have cited the massive interest in cannabidiol (CBD) as a significant driver of the exploding nutraceuticals industry as a whole, and we can expect to see even more CBD and cannabis products, especially foods and beverages, enter the global market as regulations decrease. With medical cannabis use legal in half of the continent, North America is particularly primed for growth. Cannabis-derived products are projected to reach $34.1 billion by 2021, compared with just $7.7 billion in 2017.
- Marketing to All Ages, Not Just Millennials — Move over, millennials! Beginning this year, we’ll really start to see nutraceutical innovators push products aimed at Generation Z, or those born from the mid-1990s into the mid-2000s. On top of that, we will see millions of baby boomers age, with the youngest boomers turning 55 this year. This opens up even more opportunity for age-based marketing, especially in industries that center around health and vitality. Industry leaders will need to pay close attention to how these age groups take care of themselves.
The Nutraceutical Market is Growing
We have the interest in natural nutrition and general wellness to thank for the continued growth of the global nutraceuticals industry. As trends inform the industry, innovators must adapt to the constantly changing demands of the consumer. Be sure to keep on top of these important trends as you develop your cutting-edge nutraceutical products with the help of Specialty Enzymes & Probiotics
