One silver lining of the coronavirus pandemic was a renewed interest in maintaining good health, a trend that will likely last well into 2021 and beyond. According to the Natural Marketing Institute, 62% of US consumers surveyed during the COVID-19 crisis said they’ve become more health-conscious. During this time, NMI also points out that the number of new dietary supplement users also increased, with millennials and women showing the greatest interest. Below are five key trends that highlight how consumers are adapting to their new normal.

 

1 |  Digital overload

People continue to rely almost exclusively on their digital devices in their work, school and home life. Considering digital devices emit high energy blue light, the increased usage could have a significant impact on vision health for those young and old. According to FCMG Gurus, of the consumers who are concerned about this issue, almost a third say they are using nutritional supplements to improve their eye health. Of these consumers, 46% say that nutritional supplements have been effective when addressing this issue.

SOLUTION
Clinical studies on Lutemax® 2020 have specifically been shown to mitigate the effects of blue light from increased screen time in the form of less headaches and eye strain.

 

2 |  The ‘quarantine 15’ 

In the early days of the COVID-19 crisis, legions of consumers handled the stress of lockdown by eating their way through the day. As people sheltered in place, many also found their exercise routines severely disrupted. This perfect storm leads to weight gain for many, which itself is troubling because obesity is a risk factor for COVID-19. Some strategies for managing weight include getting a regular amount of exercise, eating healthy, and getting a good night’s sleep.

SOLUTION
Capsimax® is a red pepper extract which has been clinically shown to help consumers boost their metabolism and support weight management. Hidden sugars can also derail weight management goals. MetaVive™ has been clinically shown to help support healthy blood sugar management.

 

3 | Tired of being tired

More than half of consumers report that their energy levels have worsened in the last 10 years and more than a third are taking supplements to address this issue. When it comes to energy supplements, Millennials  and GenXers—the category’s core audience—want natural, sustained solutions to help them stay productive and active throughout the day.

SOLUTION
Xtenergy™ is as much about physical energy as it is mental. This natural caffeine ingredient supports alertness and positive mood, which can influence productivity and performance. enXtra® is a caffeine-free extract that has been clinically shown to improve alertness and support focus.

 

4 | An ounce of prevention

2020 witnessed a major acceleration of consumer interest in the role of nutrition in immunity. FMCG Gurus data indicated 50% of consumers worldwide have begun eating foods more frequently that boost their immune health since the pandemic started. The FMCG Gurus survey also found that 84% of consumers now plan to make greater attempts to stay healthier in the future. In fact, nearly a quarter (23%) of consumers surveyed for Global Data stated they are buying more vitamins and supplements or stockpiling them. Reflecting that, the immune supplement market has seen substantial growth, with Nutrition Business Journal predicting a 50% jump in sales in 2020 vs 2019. This means one in every ten supplement purchases will be for immune support.

SOLUTION
Consumers are very familiar with the gut health benefits of ginger, and more recently, have taken notice of the connection between digestion and immune health. Just 20 mg to 250 mg of Gingever™ high potency ginger extract delivers a clinically relevant dose of the active compounds in ginger in one small pill compared to 2,500 mg of ginger root powder.

 

5 | Stressful days, sleepless nights

In the early days of the COVID-19 crisis, legions of consumers handled the stress of lockdown by eating their way through the day. As people sheltered in place, many also found their exercise routines severely disrupted. This perfect storm leads to weight gain for many, which itself is troubling because obesity is a risk factor for COVID-19. Some strategies for managing weight include getting a regular amount of exercise, eating healthy, and getting a good night’s sleep.

SOLUTION
Lutemax 2020 was studied for its stress benefits during a year-long clinical trial in young, healthy subjects. Six months into the study measures of psychological stress, cortisol, and emotional and physical health all improved significantly. Lutemax 2020 was also shown to help promote healthy, restful sleep. Want another option for sleep support? Ask us about our premium deodorized valerian.

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OmniActive is the official marketing partner for enXtra® in North America.