# Waste Supplement Nutrition brands are upcycling food waste to create more sustainable products. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Dec 17, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/waste-supplement ## Key Figures - Trend score: 4.2/10 - Evidence articles: 4 ## What is the Waste Supplement trend? **Waste Supplement:** From seafood shells to imperfect produce, researchers have identified the potential of food waste in creating functional ingredients for supplements and vitamins. As a result, nutrition brands are pivoting to a more sustainable production strategy by disrupting the food waste pipeline. ## The consumer insight behind the Waste Supplement trend Motivated by the health and wellness movement, individuals—especially those who have a demanding lifestyle—are consistently on the lookout for ways to better support themselves and their bodies, which allows them to feel more energized and productive. As ideas of wellness also correlate to the state of the environment, consumers in this space are placing a premium on sustainability, gaining peace of mind by doing their part for the environment. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 21, 2019 to Dec 18, 2020 - Published: Dec 17, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Waste Supplement trend ### Upcycling Food Waste Nutrition brands are pivoting to a more sustainable production strategy by using food waste for supplements and vitamins. ### Waste-Powered Production Researchers have developed processes that turn waste, such as shells of crustaceans, wood waste, and wine waste, into nutritional supplements and medicine. ### Traceable Nutraceutical Ingredients Creating fully traceable, high-value nutraceutical ingredients from waste provides disruptive innovation opportunities for eco-conscious organizations and brands in the supplement industry. ## What the Waste Supplement trend means for industry ### For Health and Wellness Consumers in the health and wellness space increasingly value sustainability, creating opportunities for brands to pivot to more eco-conscious production strategies. ### For Farming and Agriculture Upcycling farm waste to create nutritional supplements and sweeteners and providing accessibility to upcycling equipment can reduce waste and positively impact the environment. ### For Medical and Pharmaceutical Waste-powered production is accelerating in the medical industry as organizations look for ways to reduce reliance on non-renewable fossil fuels and energy-consuming processes. ## Workshop question How can food waste benefit your brand? ## Trend signals for Waste Supplement Trend score 4.2 out of 10, from popularity 65%, activity 52%, freshness 9%. - Popularity: 65% - Activity: 52% - Freshness: 9% ## Examples of the Waste Supplement trend 4 featured examples from Jun 21, 2019 to Dec 18, 2020. - [Waste-Powered Nutritional Supplements](https://www.trendhunter.com/trends/producing-amino-acids): Researchers Established a New Way for Producing Amino Acids (Category: Eco) Implication: The sustainability industry can explore disruptive innovation opportunities to develop new processes and technologies for converting waste materials into valuable products. - [Upcycled Nutritional Supplements](https://www.trendhunter.com/trends/outcast-foods): Outcast Foods Aims to "Disrupt the Food Waste Pipeline" (Category: Eco) Implication: Disruptive innovation opportunity: Incorporate upcycled ingredients into nutritional supplements to offer sustainable and eco-friendly options to health-conscious consumers. - [Wine Waste Nutraceutical Ingredients](https://www.trendhunter.com/trends/nutraceutical-ingredient): Organizations are Looking to Create a Sustainable Industry (Category: Eco) Implication: Potential for the wine industry to adopt waste-to-nutraceutical practices, transforming byproducts into new revenue streams. - [Closed Loop Agriculture](https://www.trendhunter.com/trends/comet-bio): Comet Bio Upcycles Farm Waste into Healthy Sweeteners and Supplements (Category: Tech) Implication: Comet Bio's upcycled sweeteners can be utilized by the food and beverage industry to create healthier products with reduced sugar content. ## 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)