Category
Lifestyle
Assisted Choices
5.3
Trend score
Trend
What is the Alt Supplement trend?
Alt Supplement: Consumers are accustomed to taking supplements in the form of pills, drinks and gummies--and this market has become oversaturated with brands vying for consumer attention. To stand out, some brands are offerinig distinct supplement formats that include everything from jelly beans to dissolvable discs.
Insight
The consumer insight behind the Alt Supplement trend
As the health and wellness industry remains popular among consumers, oversaturation has resulted in some beginners being overwhelmed with product choices and unsure where to begin. Brands that are able to stand out via branding, formula or benefits promised are likely to appeal to both experts and novices in this space.
Trend themes
Themes within the Alt Supplement trend
Three behaviours holding the trend together01
Innovative Supplement Formats
As the supplement market becomes oversaturated, brands are offering distinct supplement formats (such as gum and jelly beans) to stand out and appeal to both experts and novices in the health and wellness industry.
02
Functional Chewing Gum
Functional chewing gums, such as Life's Gum, which delivers physical and cognitive benefits, are setting themselves apart in the market by providing immune support in a format that allows for a quick release of ingredients.
03
High-Protein Juice-Style Supplements
Juice-style options are a promising alternative to traditional milk-based oral nutritional supplements, and through the use of Lacprodan BLG-100, brands like Arla Foods Ingredients are now able to increase their protein content while still delivering essential amino acids in an easy-to-consume format.
Industry implications
What the Alt Supplement trend means for industry
Where the trend changes the playbookFor
Health and Wellness
As the health and wellness industry remains popular among consumers, brands that are able to stand out via branding, formula or benefits promised are likely to appeal to both experts and novices in this space.
For
Functional Food and Beverage
Functional food and beverage products, such as Effusio's dissolving drink discs and Nature's Bounty Optimal Solutions' fruit-flavored jelly beans, are creating new and innovative ways for consumers to supplement their diets.
For
Medical Nutrition
High-protein juice-style supplements, such as those developed by Arla Foods Ingredients, offer a promising alternative to traditional milk-based oral nutritional supplements for individuals with malnutrition and muscle loss.
Workshop question
How does your brand or its products stand out from competitors?
Trend signals
Trend signals for Alt Supplement
Trend score 5.3 out of 10, from popularity 75%, activity 70%, freshness 14%.
Popularity75%
Activity70%
Freshness14%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Alt Supplement trend
7 featured examples from Jan 21, 2021 to May 8, 2023CategoryLifestyle
High-Performance Sports Supplements
Chew Launches Sports Nutrition Product Fastfood for Endurance
The sports nutrition industry can capitalize on this trend by developing real food-based supplements that cater to different types of athletes and their needs.
CategoryLifestyle
Dissolvable Drink Discs
Effusio Infuses Any Beverage with Functional Benefits
Effusio's dissolvable drink discs represent a disruptive innovation in the health supplements industry.
CategoryLifestyle
Immune Support Chewing Gums
Life's Gum Delivers Physical and Cognitive Benefits
There is opportunity for businesses in the supplement industry to innovate and compete by introducing functional chewing gum as a new format for delivering nutrients to consumers.
CategoryFashion
Beautifying Jelly Beans
These Fruit-Flavored Jelly Beans Support Hair, Skin & Nail Health
Jelly bean supplements offer a unique alternative delivery method to traditional pills and capsules, opening opportunities for innovation in the supplement industry.
CategoryLife-Stages
Infant Probiotic Supplements
The SmartyPants Baby Probiotic Supplement Supports Good Immunity
The introduction of innovative pediatric probiotic supplements may disrupt the infant health industry by providing parents with an easy way to promote good digestive health and im…
CategoryLifestyle
Premium Collagen Bars
Glow Beauty Fuel's Collagen Protein Chocolate Bars are Full of Supplements
The incorporation of health supplements into collagen snacks aligns with the beauty and wellness industry's focus on using functional ingredients for a holistic approach to self-c…
CategoryLifestyle
Juice-Like Oral Supplements
Arla Foods Ingredients Unveils High Protein Juice-Style Supplements
Juice-style oral supplements with a higher protein content could revolutionize the medical nutrition industry by improving malnutrition and muscle loss outcomes for patients.
