Performance additives are elevated with organic ingredients
Implications - Performance supplement manufacturers are emphasizing natural ingredients and organic properties in order to change the perception of their product from a "short-cut" to health, to a long-term, high-quality investment. As consumers continue to value the body-as-a-temple ethos, they search for products that not only provide tangible results, but do so in a way that is holistic.
Workshop Question - How can your brand embrace one holistic quality that would appeal to the health-minder consumer?
Trend Themes
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Focus on Natural Ingredients — Performance supplement manufacturers are emphasizing natural ingredients and organic properties in order to change the perception of their product.
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Plant-based Supplements — There is a growing trend in the supplement industry that focuses on plant-based ingredients, to cater to individuals who prioritize animal welfare and plant-based options.
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On-the-go Vitamin Kits — As individuals prioritize their health and wellness, businesses are capitalizing on the demand for natural supplements and creating portable vitamin kits for users to consume on-the-go.
Industry Implications
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Health and Wellness — Consumers continue to prioritize their health and wellness, driving the supplement industry to enhance its products and cater to natural ingredients.
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Food and Beverage — The trend towards plant-based supplements ties into the broader trend in the food and beverage industry, where consumers prioritize ethically-sourced ingredients and eco-friendly products.
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Fitness — The supplement industry serves the fitness industry, where consumers want natural, performance-enhancing supplements to improve their workouts.
