NEW PRODUCTS

Iovate EUPHORiQ

11-oz.

SRP: $49.99.

EUPHORiQ is one of the newest additions to Iovate’s pre workout lineup of products. Featuring enfinity paraxanthine, a metabolite that is formed when the body breaks down caffeine, the product was created to offer increased focus and energy during workouts.

Mason Vitamins

Mushroom Power

60 tablets

SRP: $23.99

Mushroom Power from Mason Vitamins contains EGCG (green tea), matcha powder, shiitake extract, maitake extract and reishi extract. Its ingredients support an array of functions, including brain and immunity health as well as inflammation and stress. Combined, these ingredients are also said to improve sleep, lessen fatigue and normalize body functions.

Liquid I.V.

Hydration Multiplier, Seaberry

6 count and 10 count

SRP: $11.99 and $19.00

Originally launched in 2020 as a limited-time flavor, Liquid I.V. is now offering its Hydration Multiplier Seaberry flavor as part of its permanent lineup. The Seaberry superfruit hails from the Himalayas with notes of orange, nectarine pineapple and passionfruit. It’s available in two sizes.

Windmill Health Products

Her Own

30 servings

SRP: $14.99

Her Own is a new multi-SKU line of women’s wellness products from Windmill Health Products. The line includes products that address UTIs, gut health, PMS, sexual health, energy, bloating and detoxing. The products are offered in a variety of formats including gummies, tablets and capsules.

Bashir said. “Our company is primarily focused on sports nutrition, energy and weight management, which are in high demand and continue to evolve in the post-pandemic world.”

Iovate is expanding its product lineup to offer alternative sources for energy enhancement. “People process caffeine differently and our goal is minimizing these genetic differences and elevating the standards for energy, cognition and thermogenesis (calorie burning),” Bashir said.

It may take the better part of the year, but all signs point to sales returning to pre-pandemic growth rates, said Kimberly Vigliante, senior vice president of wholesale sales and marketing for Piping Rock Health Products in Bohemia, N.Y. Vigliante anticipates products focused on proactive wellness, active nutrition and well-being will drive growth—especially protein, beauty, gut health, mental health, sexual wellness and green foods. “These types of products afford consumers the opportunity to proactively preserve and/or better their health,” he said.

She and others noted that living a healthy lifestyle is becoming more important to consumers today—and the increased stresses of the economy have led to people seeking proactive health management. New users, Vigliante added, seem to be focused on specific, unique needs, from vitamin and mineral deficiencies to particular health concerns. “Consumers are now prioritizing their own targeted wellness needs over general wellness, and there has been an increase of sports enthusiasts in the category as well,” she said.

People are becoming more directed by their own personal health and seeking greater control