Scott Dicker, senior director of market insights at SPINS, stated that he has witnessed the mainstreaming of sports activities vitamin merchandise past simply gym-goers and increasing to a wider demographic. One other shift he noticed is a post-pandemic wellness pattern the place customers join immune well being to efficiency.
“We noticed immune dietary supplements spike, then individuals realized, ‘nicely, I ought to in all probability de-stress and get some higher sleep to not get sick’, after which that led to individuals saying ‘possibly I ought to attempt to get extra energetic to not get sick within the first place,’” he stated.
“And so individuals are making the connection to general wellness as an alternative of piecing issues collectively as like one-off sort of symptom well being focuses, and [there] is extra of a holistic view. The mindset shift has been an actual sport changer for the complete trade, and sports activities and energetic vitamin has been a main profit as we’ve seen it’s the highest rising complement class for the previous three or 4 years now.”
Dicker additionally mentioned the evolving weight reduction complement market, noting the rise of GLP-1 medicine and the rising demand for companion merchandise. He highlighted key classes like protein dietary supplements, creatine and multivitamins as poised for progress, noting the significance of sustaining muscle mass throughout weight reduction.
Discussing format preferences, he commented that whereas ready-to-drink choices are common and handy, there are limits to what number of practical drinks individuals can devour every day.
