# Alt Supplement Health brands offer supplements in new formats. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jun 29, 2021 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/alt-supplement ## Key Figures - Trend score: 5.3/10 - Evidence articles: 7 ## 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. ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Jan 21, 2021 to May 8, 2023 - Published: Jun 29, 2021 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Alt Supplement trend ### 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. ### 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. ### 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. ## What the Alt Supplement trend means for industry ### For 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 for Alt Supplement Trend score 5.3 out of 10, from popularity 75%, activity 70%, freshness 14%. - Popularity: 75% - Activity: 70% - Freshness: 14% ## Examples of the Alt Supplement trend 7 featured examples from Jan 21, 2021 to May 8, 2023. - [High-Performance Sports Supplements](https://www.trendhunter.com/trends/high-performance-sports-nutrition): Chew Launches Sports Nutrition Product Fastfood for Endurance (Category: Lifestyle) Implication: 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. - [Dissolvable Drink Discs](https://www.trendhunter.com/trends/effusio): Effusio Infuses Any Beverage with Functional Benefits (Category: Lifestyle) Implication: Effusio's dissolvable drink discs represent a disruptive innovation in the health supplements industry. - [Immune Support Chewing Gums](https://www.trendhunter.com/trends/lifes-gum): Life's Gum Delivers Physical and Cognitive Benefits (Category: Lifestyle) Implication: 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. - [Beautifying Jelly Beans](https://www.trendhunter.com/trends/fruit-flavored-jelly-beans): These Fruit-Flavored Jelly Beans Support Hair, Skin & Nail Health (Category: Fashion) Implication: Jelly bean supplements offer a unique alternative delivery method to traditional pills and capsules, opening opportunities for innovation in the supplement industry. - [Infant Probiotic Supplements](https://www.trendhunter.com/trends/baby-probiotic-supplement): The SmartyPants Baby Probiotic Supplement Supports Good Immunity (Category: Life-Stages) Implication: 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… - [Premium Collagen Bars](https://www.trendhunter.com/trends/collagen-protein-chocolate): Glow Beauty Fuel's Collagen Protein Chocolate Bars are Full of Supplements (Category: Lifestyle) Implication: 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… - [Juice-Like Oral Supplements](https://www.trendhunter.com/trends/arla-foods-ingredients-1): Arla Foods Ingredients Unveils High Protein Juice-Style Supplements (Category: Lifestyle) Implication: Juice-style oral supplements with a higher protein content could revolutionize the medical nutrition industry by improving malnutrition and muscle loss outcomes for patients. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)