Wellness brands are repositioning creatine as a general health supplement
Trend - Creatine is a supplement commonly used in pre-workout and post-workout products for the purpose of increasing muscle training and endurance. The popularity of the amino acid has led to brands infusing it into beverages, gummies, and general health products for general consumers' health.
Insight - North American consumers are increasingly drawn to health and wellness industries as they desire to feel better, look better, and have more energy in their daily lives. As more consumers are introduced to this space and the various treatments and products available to them, they not only desire all-purpose health products but also supplements tailored to specific people's needs. The large annual influx of consumers in this space provides an opportunity for brands to experiment with ingredients previously thought of as only for the most dedicated portion of the market. Increased familiarity with daily wellness supplements accelerated the viability of products such as creatine.
Insight - North American consumers are increasingly drawn to health and wellness industries as they desire to feel better, look better, and have more energy in their daily lives. As more consumers are introduced to this space and the various treatments and products available to them, they not only desire all-purpose health products but also supplements tailored to specific people's needs. The large annual influx of consumers in this space provides an opportunity for brands to experiment with ingredients previously thought of as only for the most dedicated portion of the market. Increased familiarity with daily wellness supplements accelerated the viability of products such as creatine.
Workshop Question - How could your brand integrate its products into consumers' daily lives?
Trend Themes
1. General Health Supplements - Brands are infusing popular workout supplements such as Creatine into various general health products to appeal to the wider consumer base.
2. Approachable Wellness Supplements - Consumers are increasingly drawn to all-purpose and tailored wellness supplements for daily use, creating experimentation opportunities for brands with previously niche products.
3. Convenient Creatine Consumption - Brands are innovating and offering creatine monohydrate supplements in various formats, such as gummies and capsules, offering convenience and increasing accessibility for consumers.
Industry Implications
1. Health and Wellness - The health and wellness industry can make use of these trends to create innovative wellness products and supplements that cater to a larger consumer base.
2. Fitness and Workout Supplements - Brands in the fitness and workout supplement industry can experiment with popular workout supplements and revamp them as general health and wellness products, creating new product lines.
3. Nutraceuticals - The nutraceutical industry can capitalize on these trends to offer convenient and approachable supplements that cater to the growing consumer demand for wellness products.
