2019 was an exciting year of positive growth for the nutraceutical industry. We saw a heightened consumer awareness and preference for sustainably-sourced healthy functional foods and beverages packaged in convenient formats and a clear trend towards everything plant-based, protein-rich, nutrient-dense and of course, low-carb.
So what nutraceutical trends can we expect in 2020? According to a study by PMMI Business Intelligence, the US nutraceutical market is expected to grow at a CAGR of 5.3%, reaching $84.2 billion in sales for 2020. The two main drivers of nutraceutical market growth will continue to be baby boomers and millennials. Baby boomers look to nutraceuticals for healthy aging and natural alternatives to pharmaceuticals. Millennials, on the other hand, look to nutraceuticals for clean, convenient, nutrient-dense foods and beverages to help them manage weight, increase energy and ‘feel good’.
Look out for the following nutraceutical trends in 2020:
Transparency – an ever-increasing awareness related to product quality including ingredient sourcing, product manufacturing, inactive ingredients, storage, and distribution.
Sustainability – practices at various stages of the supply chain which safeguard and protect the environment, biodiversity and ecosystems. These include the sourcing of sustainable ingredients through organic farming methods and sustainable wild harvesting, processing and manufacturing products without the use of chemicals and using renewable or clean energy.
Plant-based and Protein-rich – an important functional food and beverage segment which continues to grow at an exciting rate worldwide. Product developers strive to create innovative plant-based, protein-rich alternatives to dairy, meat, fish, chicken and even eggs. Many of these products use a variety of ingredients including brown rice, hemp, pea, sacha inchi, and the versatile low-carb keto-friendly cauliflower.
Anti-aging – both millennials and baby boomers look for functional foods and beverages that make them look youthful and feel energetic. Ingredients high in vitamins, minerals and antioxidants include berries such as acai, acerola, blueberry, cranberry, pomegranate and strawberry as well as green ingredients like barley grass, kale, oat grass, spinach, chlorella and spirulina.
Sports and Energy – no longer just for athletes, health-conscious individuals look for energy-enhancing convenient snacks, foods and beverages that are high in nutrients and made without processed sugar. These products can include any combination of ingredients including adaptogens like Ashwagandha, Astragalus, and Maca, energizers like Matcha green tea and Guarana and nutrient-rich ingredients like Beet, Spirulina, Turmeric and Wheatgrass.
Weight loss – always considered when formulating a new product, given the growing incidence of obesity among US populations of all age-groups from babies to baby boomers. Popular ingredients include the hydrating, electrolyte-rich coconut, low-glycemic sweeteners including Lo han guo (monkfruit), Lucuma, Nopal, Stevia and Yacon; high-fiber products such as Acai, Beet, Chia, Ceylon Cinnamon, and Kelp and metabolism boosters like Apple Cider Vinegar, Cacao, Cayenne, Ginger, Lemon, Matcha green tea and Papaya.
NP Nutra® is excited to offer customers these trending practices and ingredients, and continues to research innovative new products to meet the market demands of health-conscious consumers around the world. For more information, please contact your account manager or visit our All Products page.