After two years of “special times”, consumers around the world are re-examining the healthiness of their lifestyles and are once again focusing on the topic of wellness.

Recently, ADM, a global agro-processing and trading, food and nutrition company, released a forecast report on the future of dietary supplements, pointing out that functionality, fun, and convenience will become the future trend, with more than 60% of consumers worldwide indicating that they plan to improve their overall health in the next 12 months and are actively searching for functional solutions to add dietary supplements to their daily regimen.

Personalized solutions in demand

The report finds that consumers are actively seeking solutions that address their specific health needs. As each consumer has a different health foundation and life experience, they define health differently. However, the common thread is that they are placing greater emphasis on the concept of holistic health.

The fastest-growing segments of the dietary supplement market include stress, mood and sleep support products, all of which are key elements that make up emotional well-being and are linked to overall health. In fact, 76% of consumers globally report that they are aware of the link between cognitive health and overall health, and 51% of consumers globally plan to improve their cognitive health or mental health status in the next 12 months. As a result, dietary supplements that help restore sleep, stabilize mood, immune function regulation, weight management and skin health will be increasingly popular among consumers.

Data shows that global dietary supplement users want to address health issues including immunity, energy, cognitive and mental health, heart health and digestive health.

Products should combine functionality, flavor and pleasure

Just like the everyday consumption of food and beverages, people want dietary supplements to deliver the same great experience. In addition to having functional nutritional benefits, consumers expect dietary supplements to be both convenient and tasty.

In many cases, consumers are choosing products that combine great taste with nutritional functionality for added enjoyment. This concept of “enjoyment with a purpose” holds great promise for the dietary supplement market, as 58% of global consumers say that dietary supplements also need to “taste good”.

Given the dual demand for taste and nutritional functionality, dietary supplements and functional foods are beginning to converge even further, allowing formulators to appeal to consumers by creating products that are functional, tasty, and fun.

In addition to gummy candy, a longtime staple product format, many brands are exploring other confectionery formats, such as chocolate and gummies. The addition of scientifically proven functional ingredients, such as prebiotics, probiotics and plant extracts, gives products additional functional benefits.

In addition, complementing these nutritional and functional ingredients with enticing colors and flavors can enhance the consumer’s eating experience, making it less of a daily routine and more enjoyable. According to the data, 63% of dietary supplement users believe that product flavors can be improved; 41% of existing dietary supplement users are discovering new flavors for different types of products.

Dosage forms tend to be portable and easy to take

Consumer experience is a key factor influencing consumer buying behavior and brand loyalty. Target consumers of health products want a variety of portable, easy-to-take, tasty dosage forms that fit their lifestyles. In response, manufacturers are actively introducing a wide range of product forms to accommodate different age groups, from children to seniors.

For example, 43% of non-dietary supplement consumers find it very difficult to swallow tablets and capsules; 33% of dietary supplement consumers find it inconvenient to take them on time, and innovative, convenient dosage forms can help them overcome these difficulties, such as beverages, sparkling water, gummies, chewing gums, powders, and drip strips.

Product safety and efficacy become a concern

When shopping for dietary supplements, 59% of consumers around the world want to see scientific evidence that proves a product’s effectiveness. Only products with both safety and efficacy can attract consumers and gain their trust. Increasingly, consumers want to see and understand safety claims and the research behind them when shopping for dietary supplements.