The nutraceutical sector is growing due to the increased demand for health and wellness products. Consumers are looking for alternatives or additional supplements to add their current medical healthcare situation to improve their health.
The nutraceutical industry is dynamic and ever-changing. There are increasing opportunities for the industry to combine scientific discovery and the needs of the consumer to provide good quality products.
Essentially, the nutraceutical industry constantly is looking for new ailments that require treatment, then with that demand, a nutraceutical will be made to relieve that ailment. This industry is creative and inventive!
Companies are working on creating more diversity in their product lines while moving towards including more natural nutraceutical ingredients in their products.
But just how big is the nutraceutical market?
The Nutraceutical Market
The nutraceutical market is growing every day. The market was estimated to be worth over 100 billion USD in a 2013 review and has grown more (1).
Market research by GrandView projects that the nutraceutical market will reach 228.0 billion USD by 2025 (14). Customers are buying more nutraceuticals than ever. Why is the market growing? It’s because of multiple factors:
- Increasing demand for nutraceuticals: often linked to concerns about health, consumers are buying more nutraceuticals than ever. For pregnant women or anyone looking to boost their nutrient intake, nutraceuticals are a convenient option.
- The increasing number of chronic ailments: Sadly, the World Health Organization (WHO) expected the number of chronic ailment diagnoses and deaths is to increase (3).
- Increasing awareness of healthy food choices: Government guidelines, social media, and advertising are all driving increased awareness of balanced diets. Organizations such as WHO is driving awareness of eating a balanced diet to improve well being.
- An aging population: Across the world, countries are having a continual growth in their elderly population(4).
According to GrandView’s, Asia Pacific holds the largest market share. The Asia Pacific has increasing income and consumers have more purchasing power than ever. Busy consumers are driving demand for convenient health products. The nutraceutical market is set to rise even more in this area.
Why Are Health Trends Gaining Popularity?
Recently, many countries have been discovering many ailments may be improved by changing our lifestyles. Guidelines such as the Dietary Guidelines for Americans have increased the consumer’s attention towards healthy food products and diets. Like a domino effect, this has led to an increase in nutraceutical purchases.
Consumers see food as more than just tasty products to eliminate hunger, but part of their lifestyle choice to keep their body healthy. The newfound importance of health and wellness has strengthened the nutraceutical market.
Who Are The Customers?
In general, the nutraceutical market can be broken down into a few demographics: adults, the elderly, pregnant and/or breastfeeding women, and children.
Adults are the largest consumers of nutraceutical products. They are the single largest driving force in nutraceuticals with the elderly and children not too far behind them.
What do Customers Want?
A nutraceutical product’s popularity can vary with different demographics. A breastfeeding woman doesn’t have the same nutritional needs as an adult looking to optimize their nutrition intake for their workouts. The nutraceutical industry aims to address these different concerns with a variety of products to suit a customer’s specific wants and needs.
We can break down our customer’s wants into specific categories: energy booster, weight management, immune support, digestive support, etc. As the number of chronic ailments rises, more consumers will suffer symptoms and may consider purchasing a nutraceutical product.
The products with the largest share in the nutraceutical market are energy and weight-management products.
The reasons for this are complex. Customers may feel a need for self-improvement or to follow a trend. Additionally, the increasing awareness of government guidelines on obesity and healthy eating could have given these products an extra boost in the market.
According to Grandview’s predictions, dietary supplements for pregnant women will also drive an increase in the market. Pregnant women need specific and extra support to get some nutrients to support their health and the baby’s development.
Nutraceutical products like folate, vitamin D3, and prenatal supplements are very popular choices for the pregnant women demographic.
The Market Varies on Location
As the sector is driven by consumer’s wants, the nutraceutical market can look different from country to country. Malnutrition is of particular concern in some African and other underdeveloped nations, which has shaped the nutraceutical market there.
Nutraceutical manufacturers have found opportunities in countries with aging populations such as South Korea and Brazil. Studies have shown that much of the aging population can struggle to absorb enough nutrients from their diet and fail to meet their nutrient requirements (5). This demographic is purchasing nutraceutical products to meet their nutrient requirements and support their general health.
The US Nutraceutical Market
The U.S is one of the biggest nutraceuticals markets. Market researchers predict that the U.S market will grow to over 130 million USD by 2025 (6).
While the global market such as the Asia Pacific is set to rise, the U.S nutraceutical market will still represent a large part of the market. China is predicted to be the largest nutraceuticals market in ten years.
Currently, North American is the center for the nutraceutical industry. However, both Central and South America are expected to grow by a significant percentage by 2025.
What Are The Products?
In the U.S. market, nutraceuticals come in various forms. Popular choices are dietary supplements and functional food. Functional foods are the largest part of the American market.
Nutraceuticals fall into different categories. The main categories that you need to know include wellness products, weight management, beauty, sports nutrition, and digestive health.
Sports nutrition such as fortified drinks and protein powders are rising in popularity. In North America, market researchers are expecting increased demand. As consumers become more active and aware of the benefits of increasing their protein intake, sports nutrition will keep on rising.
The North American market is important because of the typically higher disposable income of consumers. In terms of revenue, North America in 2019 accounted for almost 40% of the total market share. Being aware of what customers want in this market offers excellent business opportunities with the right strategy.
Sports nutraceuticals are popular products for consumers looking to gain or maintain muscle mass. These products are expected to rise in sales among American adults in the next few years as the number of gym-goers is on the climb.
Global Nutraceutical Ingredients Market
Dietary supplements are regulated under The Food and Drug Administration (FDA) to ensure that products are safe for consumers. These regulations also dictate what the product labels can and can’t say.
Regulations split the different ingredients and products into categories.
How many categories are there?
A lot! The nutraceutical market is a varied and dynamic market with plenty to offer. The market can be sorted into categories including vitamins, proteins, fibers, etc. Vitamins are the main ingredients in the global dietary supplement market.
Based on type, the products on the market can be split into these categories:
- Amino Acids & Proteins: Popular choices for adults who are busy, working professionals, or athletics looking for a work-out optimizer.
- Carotenoids: Known for being in tomatoes and oranges, carotenoids claim to have multiple health benefits (7)
- Minerals: Essential to our health, mineral ingredients are a popular addition to many products. Calcium supplements and fortified foods are notable products in this category (8)
- Prebiotics: With this product type, consumers want to support their healthy gut bacteria.
- Plant Extracts: This category is what it says on the tin. Ingredients include herbal and botanical extracts.
- Omega-3 Fatty Acids: Important for pregnant and breastfeeding women. Depending on the source of the omega-3, these fatty acids may also see a rising number of sales due to the rising trend of veganism.
- Vitamins: Multivitamins, fortified foods, and Vitamin D are all major products in the global market.
- Specialty Carbohydrates & Fibers: includes probiotics and prebiotics. A popular category for customers looking to lose weight.
Nutraceutical products come in different forms:
- Personal care
- Dietary supplements
- Animal nutrition
In terms of location, the global nutraceutical market can be split into the following regions:
- North America
- Latin America
- Middle East & Africa
- South Asia
Multiple countries such as Germany and Japan have all seen an increase in consumers adopting the use of nutraceutical products. Other countries can expect to see higher than average growth rates in the upcoming years due to higher investments from manufacturers.
Nutraceutical Trends We Expect in 2020
Understanding the consumer is important when looking at trends. Who are the main consumers of nutraceuticals?
Baby boomers and millennials are the two big demographics driving the rise of nutraceutical sales. While baby boomers are interested in natural alternatives to pharmaceutical products, millennials are looking for nutraceuticals to manage their weight. Across the board, consumers of nutraceuticals enjoy products that help them improve their energy levels. Anti-aging products are also popular.
Nutraceuticals with antioxidative properties are on the rise. We can expect to see the industry adding antioxidants to functional food products and beverages.
According to market research, innovations in the antioxidant category are “are expected to create new opportunities and contribute to the market growth” (9).
The rising trend of antioxidants and a more health-conscious consumer base means that certain ingredients are likely to rise in popularity. Ingredients that are high in antioxidants such as berries (acai, blueberry, and strawberry) are set to do well this year.
Consumers enjoy making their own products to suit their needs. Designing their own nutraceutical product to work with their specific medical needs, such as chronic ailments, can be a fun experience for customers and give them a product that feels much more personal.
As awareness and interest are rising in personal health, consumers are looking for products that help them reach their daily nutritional needs. Customers in different countries and age ranges have a variety of products to choose from.
Businesses should analyze their customer’s behavior to tailor their approach. Understanding consumer behavior can be tricky!
Consumers want to follow healthy lifestyles and obtain optimum nutrition. Customers of nutraceutical products include adult men getting into shape, pregnant women boosting their nutrient intake, and those recovering from malnutrition.
Nutritional needs can vary on location. Consumers in different regions and demographic categories are choosing nutraceutical products for their specific needs. Those choosing a plant-based diet have different nutritional needs to those eating meat and the nutraceutical has brought new products to appeal to these customers.
Protein-rich supplements from plants are rising in popularity as vegetarians and vegans look for products to support their nutritional needs. These products contain no animal products or byproducts.
The nutraceutical market is expanding with new, creative products to offer. Protein-rich plant foods such as pea protein have seen a surge in popularity. Customers want products that reflect their nutritional needs and fits their values.
To appeal to this growing market, nutraceutical products benefit from having a vegan or vegetarian label. You should work with a manufacturer who understands this growing market and offers suitable options, such as supplements without a gelatin coating.
Energy-boosting foods and supplements are common choices among busy professionals, athletes wanting an extra boost, and students.
Many of these customers are looking to boost their energy while supporting their health due to the increasing awareness of the effects of sugar, caffeine, and energy drinks.
You may be familiar with matcha tea products. The adaptogen ingredient is often mixed with something nutrient-dense like turmeric to address customer’s health concerns. Rather than sugar, these health-conscious customers favor sugar alternatives such as stevia.
Consumers are becoming more aware of health issues and are looking for products designed for their specific needs.
Nutraceuticals are rising in popularity across the global market. Growth opportunities can be found in multiple categories. The nutraceutical industry is working on new products constantly to meet consumer demand.
It should be noted that calculations and analyzes, used in this article, were conducted on the eve of 2020 and without taking into account the situation with COVID-19.
Will is a Co-Founder of SMP Nutra, founder of GetKnownPros, and owns a handful of supplement brands. Will has extensive knowledge of trends in the nutraceutical industry after contract-manufacturing for hundreds of brands. Will has spent the last decade learning the best online marketing & brand-building techniques for supplement & vitamin brands and enjoys sharing this unique knowledge with his nutra-entrepreneur community.