# Morning-Specific Apoptogenic Supplements Aurora Mornings Offers Plant-Based Wellness Products By Riley von Niessen | Published 2021-01-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/aurora-mornings References: [auroramornings](https://www.auroramornings.com/) Aurora Mornings is a NYC health and wellness company founded by Tom Mucklow, who partnered with leading nutritionists and herbalists to create a line of supplements and breakfast products to offer consumers healthy chemical-free options to help them prepare for the day ahead. The company currently offers two products: Morning Light and Morning Defense. The first product contains six apoptogenic herbs, which are combined with vitamin B complex to offer a boost of long-lasting plant-based energy to get users out of the groggy headspace so many experience when first waking up. Aurora's Morning Defense meanwhile helps to protect the immune system against stress with a combination of vitamins, including zinc, selenium, turkey tail mushroom, and vitamins C and D. Image Credit: Aurora Mornings ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 60% | Activity: 36% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Plant-based Supplements:** There is an opportunity to develop more plant-based supplements as consumers shift towards healthier and chemical-free options. - **Apoptogenic Herbs:** Incorporating apoptogenic herbs into wellness products may be a disruptive innovation opportunity in the health and wellness industry. - **Long-lasting Energy Boost:** Developing supplements that offer a sustained energy boost using natural ingredients can appeal to consumers looking for safe and healthy ways to start their day. ### Who This Affects Most - **Health and Wellness:** The health and wellness industry can benefit from the rise of plant-based supplements and products that incorporate apoptogenic herbs. - **Nutritional Supplements:** There is an opportunity to innovate in nutritional supplements by using natural ingredients, such as apoptogenic herbs and plant-based sources. - **Food and Beverage:** Food and beverage companies can develop breakfast products that offer sustained energy and immune system support using natural and healthy ingredients such as vitamins and mushrooms. ## Related on Trend Hunter - [Actress-Backed Blended Supplements](https://www.trendhunter.com/trends/activatedyou.md) - [Morning Greens Dietary Supplements](https://www.trendhunter.com/trends/alkaline-labs-am-greens.md) - [Optimized Morning Beverages](https://www.trendhunter.com/trends/morning-beverages.md) - [Slow-Morning Ritual Regimens](https://www.trendhunter.com/trends/slowmorning-ritual.md) - [Functional Naturally-Powered Supplements](https://www.trendhunter.com/trends/mount-sunny-natural-supplements.md) - [Natural Adaptogenic Supplements](https://www.trendhunter.com/trends/adaptogenic-supplements.md) - [Luxe Liquid Supplements](https://www.trendhunter.com/trends/inora.md) - [Stress-Relieving Wellness Brands](https://www.trendhunter.com/trends/5to9-wellness.md) - [Targeted Active Aging Supplements](https://www.trendhunter.com/trends/sunello.md)