SPINS has recently unveiled its top nine trend predictions for 2024, covering various health-related trends including women’s health, functional ingredients, a new era of weight management, the polarization of allergies, and the distinction between lifespan and healthspan. In this article, Nutreebio delves into the predictions related to functional ingredients, highlighting significant health categories and breakthrough functional components to provide brands and categories with unique perspectives, aiding in smarter and more strategic decision-making.
1. Rapidly Growing Health Categories
Based on SPINS data, as of October 8, 2023, the top ten selling health categories in U.S. natural and conventional channels were cold & flu, digestive health, energy support, sleep health, sports performance, cardiovascular health, bone health, hydration, weight management, and cognitive health. While cold & flu topped the sales at $1.27 billion, accounting for 12.47% of the market, it showed a downward trend compared to previous years, with a -15.01% year-over-year growth and a 4.04% decrease in the 3-year CAGR. In contrast, categories such as sleep health, bone health, weight management, cognitive health, and others saw various degrees of decline.
Conversely, categories like digestive health, energy support, sports nutrition, cardiovascular health, hydration, mood support, immune support, liver support, hangover remedies, and premenstrual syndrome (PMS) witnessed varying degrees of year-over-year growth. Notably, hydration, sports performance, hangover remedies, and PMS categories all saw over 20% growth, with hydration topping at a staggering 49.08% year-over-year increase and a 42.30% growth in the 3-year CAGR.
1.1 Digestive Health
Digestive health has been a focal point for years. In the U.S., 40% of adults suffer from gastrointestinal diseases, with 75% considering digestive health as a core of their wellness concern, highlighting the continuous attention to maintaining good digestive health.
As of October 8, 2023, the U.S. market saw digestive health beverages reaching sales of $1.18 billion, a 22.3% year-over-year increase, and prebiotics and digestive aids (supplements) reaching $1.7 billion with a 1.9% increase. Probiotic candies and soda categories saw significant increases of 131% and 221%, respectively. Additionally, yogurt categories with 6 grams or more of fiber saw a 30% increase.
In 2024, digestive health products are expected to expand beyond probiotics, dietary fibers, and prebiotics. New applications in digestive health include total microbiome support and synbiotics, personalized and condition-specific probiotic strains, postbiotics, and gut-friendly foods and ingredients.
1.2 Sports Nutrition
Amidst the wave of “fitness and wellness,” sports nutrition is thriving. In the U.S., one in every five adults exercises daily, yet 42% face obesity challenges, marking a massive market for sports nutrition.
Till October 8, 2023, U.S. sports and hydration drinks reached sales of $6.7 billion, a 6.9% year-over-year increase, with the sports nutrition category (supplements) hitting $1.1 billion, a substantial 31.9% increase. In this trend, healthy bars with 20g or more protein saw a 10% increase, pre-workout supplements a 25% increase, and female sports nutrition skyrocketed by 43.4%.
While hydration and energy support have been early beneficiaries in this domain, 2024 will see the launch of personalized products accompanied by innovations in unaddressed areas. These include joint and bone health, muscle recovery, mood support, pre-workout focus, weight management, and women’s sports nutrition. This trend indicates the demand for more segmented and personalized products, creating broader market opportunities in sports nutrition.
1.3 Hydration
The hydration category has experienced rapid growth in the health market. As of October 8, 2023, the U.S. market saw the hydration health category reaching sales of $519.85 million, a 49.08% year-over-year increase, and a 42.30% growth in the 3-year CAGR. The consumer demand for hydration is not only for quenching thirst but also stems from concerns for overall health and quality of life.
The market growth in the hydration category has spurred innovation and diversity. Beyond traditional drinking water, a variety of functional beverages have emerged, including those with natural electrolytes, botanical ingredients, and vitamins. Maintaining proper hydration is crucial for regulating body temperature, aiding digestion, protecting joints, eliminating waste, and maintaining cellular function.
2. Breakthrough Functional Ingredients
SPINS, based on rapidly growing functional ingredients in mid-to-low sales health categories, predicts six breakthrough functional ingredients for the future: cinnamon bark, bee propolis, beetroot, magnesium, Dong Quai, and creatine.
2.1 Cinnamon Bark
As of October 8, 2023, cinnamon bark achieved sales of $26.9 million in the U.S. natural and conventional channels, a 56.7% year-over-year increase. Cinnamon, mainly grown in China and Sri Lanka, is renowned for its cinnamon oil, especially from China, known for its high concentration of cinnamaldehyde and robust, spicy flavor.
Reports suggest that cinnamon bark oil, containing about 90% cinnamaldehyde, is one of the most effective components against Gram-positive and Gram-negative bacteria. Besides cinnamaldehyde, cinnamon oil contains a variety of compounds with antioxidant and antibacterial activities, with effects on lowering blood sugar, improving gastrointestinal and cardiovascular health, anti-inflammatory, and antibacterial properties.
2.2 Bee Propolis
Bee propolis in the U.S. market achieved sales of $20 million, a 89.9% year-over-year increase (as of October 8, 2023). According to Maximize Market Research data, in 2022, the global market value of bee propolis was $660 million, expected to reach $960 million by 2029, with an estimated CAGR of 5.48% during the forecast period. The North American market accounts for the largest share, followed by Europe, and then Asia-Pacific, the Middle East and Africa, and South America.
Bee propolis is a sticky substance formed when worker bees mix tree resin exudates with their upper jaw gland and wax gland secretions. Rich in natural antioxidants and nutrients, it is considered to have antibacterial, anti-inflammatory, anti-allergic, and immune-boosting health benefits.
2.3 Beet Root
As of October 8, 2023, beetroot achieved sales of $63.6 million in the U.S. market, a 69.6% year-over-year increase. According to Future Market Insights data, the U.S. beetroot supplement market size was $143.5 million in 2023 and is expected to reach $317.9 million by 2033. With the increasing demand for dietary supplements in the U.S., beetroot supplements are becoming increasingly popular.
Beetroot, also known as beet, has a red-purple skin and interior, with purple rings when cut crosswise. Beet pigment gives it a unique color. Its nitrates help lower blood pressure, promote cardiovascular health, enhance exercise capacity, and improve cognitive function. Additionally, betaine, the earliest choline derivative extracted from beetroot, has antioxidant, anti-inflammatory, and immune-enhancing functions.
Nutreebio’s Beet Root Gummies, made from beetroot extract, improve overall circulation and blood flow, elevate nitric oxide levels, enhance sports performance, promote heart health, and improve cognitive function.
2.4 Magnesium
As of October 8, 2023, magnesium sales grew by 41.5%, reaching $281.3 million, and it’s listed as one of the top ten dietary supplements most commonly taken by U.S. consumers.
Magnesium has long been an underrated nutrient. It not only activates various enzymes in the body, regulates nerve functions, maintains nucleic acid structure stability, participates in protein synthesis, regulates body temperature, and affects mood, but it also participates in nearly all metabolic processes in the human body.
The most common forms of magnesium supplements include magnesium glycinate, L-threonate, malate, taurate, oxide, chloride/lactate, citrate, sulfate, and others.
Additionally, the application of magnesium in gummies is quite extensive. Nutreebio’s recently released Magnesium Citrate Gummies and Magnesium Glycinate Gummies, containing Magnesium Citrate and Magnesium Glycinate, can alleviate muscle cramps, support sleep and mood relaxation.
2.5 Dong Quai
As of October 8, 2023, Dong Quai achieved sales of $592,000 in the U.S. market, a 64% year-over-year increase. Dong Quai, a member of the Apiaceae family, is widely used in traditional Chinese medicine. In 2015, it was included in the Chinese Pharmacopoeia, mainly used as a spice and seasoning. In 2019, the International Organization for Standardization (ISO) published the “Traditional Chinese Medicine – Dong Quai Medicinal Material” standard, promoting its international standardization. In 2020, the National Health Commission of China and the State Administration for Market Regulation announced the “Notice on Dong Quai and Other 6 New Substances,” officially including Dong Quai in the national catalog of medicinal and food origins.
Dong Quai is recognized for enhancing blood circulation and addressing menstrual issues. Rich in iron and various active compounds, it aids in improving blood circulation and combating anemia. Its antioxidants, like vitamin C and beta-carotene, help in free radical elimination and aging delay. Research indicates that dong quai extracts can boost macrophage activity, suggesting its potential in enhancing immune responses.
Nutreebio’s PMS Relief Gummies, incorporating dong quai, vitamins, and chasteberry, have been proven to reduce cramps, mood swings, and PMS symptoms in about 93% of women.
2.6 Creatine (Creatine)
Creatine, a naturally occurring organic acid in vertebrates, has seen a 35.5% sales increase, reaching $62.7 million. Essential for muscle and nerve cell energy supply, it’s primarily stored in muscles, with the remainder in the heart, brain, and other tissues. Supplementing with creatine increases muscle creatine concentrations, improving training adaptability, athletic performance, and post-exercise recovery.
Nutreebio’s Creatine Gummies are designed to activate neurotransmitters, enhance glycogen storage in muscles, and boost muscle protein synthesis, contributing to fuller muscle appearance and performance enhancement.
3. Conclusion of 2024 Health Trends
The SPINS 2024 Trend Report sheds light on the evolving landscape of health and wellness. It’s evident that the future of health supplements and functional ingredients is headed towards personalization and a deeper understanding of individual health needs. From digestive wellness to athletic nutrition, hydration, and beyond, these trends represent a shift in consumer preferences toward more specialized and targeted health solutions.
At Nutreebio, we’re committed to staying at the forefront of these trends, continuously innovating and expanding our product range to meet the evolving needs of our customers. Our focus remains on delivering high-quality, effective supplements that resonate with these emerging health trends and consumer demands.
Stay tuned for more insights and updates from Nutreebio as we navigate the exciting world of health and wellness together.
References:
1. SPINS. 2024 Trend Predictions.
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