Vitamin and supplement products adapt with plant protein alternatives
Trend - Offering alternative, plant-based options, vitamin and supplement brands are expanding their product ranges to appease health-minded consumers. Tapping into everything from pea protein to Hibiscus and other "superfoods", brands are not only appealing to those looking for plant-based alternatives, but they’re also seeking to create product ranges that speak to emerging desires for alternative diets–including vegan, vegetarian and free-from foods.
Insight - Easy access to information in the modern digital age has resulted in consumers diligently researching products, services and ingredients before choosing to purchase–however with clear branding and customized offerings that can be circumvented altogether. Individuals who subscribe to alternative diets benefit the most from such labeling as they look to meet nutritional goals in a way that's accessible and made for their specific needs.
Insight - Easy access to information in the modern digital age has resulted in consumers diligently researching products, services and ingredients before choosing to purchase–however with clear branding and customized offerings that can be circumvented altogether. Individuals who subscribe to alternative diets benefit the most from such labeling as they look to meet nutritional goals in a way that's accessible and made for their specific needs.
Workshop Question - How might you integrate additional plant-based product ranges?
Trend Themes
1. Plant-based Protein - More brands are using plant-based ingredients like pea protein and hibiscus to create new vitamin and supplement products, which appeals to health-minded consumers and those seeking alternative diets.
2. Vegan and Free-from Foods - As consumers seek to avoid animal products, more brands are creating vegan-friendly and free-from supplement options to cater to this growing market.
3. Collagen Production-boosting Supplements - Supplements that boost the body's natural production of collagen are becoming more popular, with brands like Sakara Life creating vegan products to cater to plant-based diets.
Industry Implications
1. Nutrition and Health - The nutrition and health industry can benefit from these trends by creating new products that cater to plant-based and vegan consumers, and by using more alternative, natural ingredients like hibiscus and superfoods.
2. Supplements and Vitamins - Brands in the supplements and vitamin industry can tap into these trends by offering more plant-based and vegan options, creating free-from products and developing supplements that boost collagen production.
3. Product Labeling and Customization - There is a growing need for clear branding and customized offerings in the supplements and vitamin industry, especially for consumers who adhere to alternative diets and seek products that cater to their specific needs.
