NEW PRODUCTS

Piping Rock Health

Nature’s Truth

Beet Root Gummies

Each bottle contains 60 gummies or 30 servings

SRP: $15.99

Nature’s Truth Beet Root Gummies from Piping Rock Health Products is among the company’s newest additions. The strawberry-flavored gummies put a fun and flavorful spin on a classic superfood aimed at adults.

Pharmavite

NatureMade

Magnesium Complex

60 Capsules

SRP: $19.99

NatureMade’s Magnesium Complex features four types of magnesium plus vitamin D3 and zinc. It supports muscle relaxation, heart, nerve and bone health as well as a healthy immune system.

Nestlé Health Science

Nature’s Bounty Optimal Solutions

Hair Growth

30 capsules

Nestlé Health Science is expanding its Nature’s Bounty Optimal Solutions line with the addition of a new hair growth product. The once-a-day complex was created to address thinning hair issues many women experience as they age.

The non-GMO, gelatinfree formula contains arginine silicate and magnesium biotinate.

Atkins

Atkins Root Beer Float Protein Shake

11.0z/four-pack

SRP: $8.49 over their VMS regimens, Vigliante added, noting that consumers want to customize what they take and when they take it. She said consumers are increasingly and steadily gravitating toward active wellness, key minerals, herbs, single-letter vitamins and beauty as they gain increased awareness in the category. Vigliante expects magnesium, collagen, beetroot and iron to be key growth segments this year.

This spring Atkins is releasing its Root Beer Float Protein Shake. The 1-oz. shake is made with real cream and features 15 g of protein, 2 g of net carbs, 1 g of sugar and 5 g of fiber.

While the intensity for immune health purchasing has softened somewhat recently, Aileen Stocks, president of wellness brands at Nestlé Health Science in Hoboken, N.J., said consumers overall are still focusing on self-care and wellness, and supplements remain a large part of their focus.

“Beauty, for example, is less impacted by inflationary pressures and segments such as collagen, hydration and active nutrition are continuing to see strong growth,” said Stocks. She added that within VMHS (vitamins, minerals, herbals and supplements), digestive and mood/stress are outpacing the category as consumers try to manage stress.

One thing is for certain— consumer behavior is changing, Siak said. She is seeing a shift from people fighting compartmentalized symptoms to taking a more holistic prevention approach. “Connection between the mind and body, along with community wellness are now more emphasized coming out of the COVID-19 pandemic,” Siak said. “Immune supplements are continuing to perform but we are also seeing strong growth in proactive health segments such as stress and energy.”

Offering products in a variety of formats also will be front and center this year, as consumers continue to look for the delivery that best fits their lifestyles.

“Gummies are now the number one delivery form in dietary supplements and we are seeing strong growth in effervescent, powder sticks, liquids and other alternate forms as well,” said Chuck Tacl, senior vice president of sales and business development for Mason Vitamins in Miami Lakes, Fla. Tacl said new users that have come into the category are driving the alternate form and delivery system growth.

Not just a pill

When it comes to taking a holistic approach to health, Americans of all ages continue to look at a broad scope of solutions, and this often begins with what they eat and drink. Consumers that fall in this group are looking to limit or avoid sugars and seek out products packed with protein, while older consumers are more likely to target vitamin D and fiber, said Colette Heimowitz, vice president of nutrition and education at Simply Good Foods Company in Denver.

Heimowitz said that with the exceptions of vitamin D, probiotics and zinc, consumers most often seek nutrients from foods, rather than beverages or supplements. The Simply Good Foods Company makes a wide variety of nutritional foods and beverages sold under the Atkins and Quest brands, she said.

Reflecting on expected consumer behavior this year, Heimowitz anticipates consumers will return to an on-the-go lifestyle, which means we are likely to see an increase in individualized eating occasions. As they do, protein bars, ready-to-drink beverages and snack sales should benefit. “Snacking remains a highly individualized behavior; retailers should anticipate snacking occasions to again rise and on-the-go needs for portability to remain high. Additionally, consumers are looking for innovative and new flavors in the ready-to-drink category, and protein shakes are a great option to fuel busy lifestyles,” Heimowitz said.

Functional benefits remain a key driver fueling interest, noted Helen Guo, director of consumer insights for Los Angeles-based Liquid I.V. Guo said VMS and beauty have set the standard and now consumers expect similar functional benefits in their food and beverages. Beverages that provide functional benefits beyond taste, she added, are highly sought after right now.

“The functional hydration space—including sports drinks for added hydration, energy drinks for added physical and mental performance, kombucha for added gut health, and collagen waters for added beauty and skin benefits—has grown significantly in the past few years due to exploding consumer demand,” Guo said. dsn