NutraCast: New year, new trends with Vitaquest
The beauty-from-within category has seen sustained growth across all age groups. As the cosmetic industry and supplement industry converge to provide consumers with an inside-out strategy, VitaQuest is seeing solutions come from other categories like sports nutrition (think creatine). Beauty-from-within ingredients with clinical results such as resveratrol, MSM and collagen are also performing well.
“Beauty routines have become a ‘less is more' approach, and the focus has really been on health and the quality of your skin and looking glowy and natural and youthful and fortified instead of just caking on any kind of serums and spending a lot of money on anything you could find," Weisgal explained.
"And much of the influence on beauty from within products is seen through social media influencers, especially for millennials and Gen Z and with this is a turn towards health and more natural ingredients. Some trending ingredients that we've really seen are the ones where consumers see a tangible benefit and a sensorial benefit and they see it sooner rather than later on. A lot of times the clinical data shows they're seeing it within 30 to 60 days of starting it. And MSM or methylsulfonylmethane, that's one of those ingredients that’s been around a long time, but it's tried and true.”
Personalization also continues to do well. As Samot pointed out, not everyone is taking blood tests or quizzes to make their health and wellness routines personal.
“At the end of the day consumers are looking for brands they can trust and where they feel results–whether it's in a personalized format that is mailed directly to them or on the shelf," he said.
"Even if the product is not personalized from a quiz, they're shopping for supplements that are personal to them. For example, things that come to mind are third party certification like GMP, NSF, USP certification—all very important to many consumers. Also kosher and halal certifications based on dietary restrictions, non-GMO, Clean Label Project verified, organic certifications, so consumers whether they're purchasing personalized vitamins or not, they'll find a way to find products that fit into their lifestyle that are personalized to their needs."
To hear more on the hottest trends in herbs and botanicals and what to expect from this year, listen to the NutraCast.
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