What's Happening?
US consumers are increasingly incorporating supplement ingredients into snacks and beverages, according to data from NIQ and Spate. This trend reflects a shift from traditional supplement formats like capsules and powders to more convenient and enjoyable forms such as functional snacks and drinks. Ingredients like nicotinamide mononucleotide (NMN), collagen, and creatine are seeing significant popularity increases, with NMN jumping 104.5% year-over-year. Functional snacks and beverages are gaining traction due to their ability to combine wellness benefits with indulgence, fitting seamlessly into daily routines. TikTok Shop is playing a pivotal role in this trend, with a significant portion of its sales attributed to health and beauty products,
particularly vitamins and supplements.
Why It's Important?
The integration of supplement ingredients into everyday food and beverage products represents a significant shift in consumer behavior towards wellness. This trend is reshaping the health and wellness industry, as consumers seek products that offer both enjoyment and functional benefits. The rise of platforms like TikTok Shop is accelerating this shift by making it easier for consumers to discover and purchase these products. This development is likely to impact the food and beverage industry, encouraging more brands to innovate and create products that cater to this growing demand for functional benefits. It also highlights the increasing influence of social media on consumer purchasing decisions, with influencers playing a key role in shaping trends and driving sales.
What's Next?
As the trend of incorporating supplement ingredients into snacks and beverages continues to grow, brands are expected to focus on innovation to meet consumer demand for functional benefits. The next wave of functional crossover is anticipated to be driven by hydration health, digestion, energy, and stress support. Products that offer these benefits in convenient formats are likely to see increased popularity. Additionally, the role of influencers in product development and marketing is expected to expand, with brands involving them in the early stages of product creation. This approach is likely to enhance brand loyalty and drive sales in an increasingly competitive market.
Beyond the Headlines
The blurring of boundaries between supplements and food and beverages raises questions about regulatory oversight and consumer safety. As more products enter the market, ensuring that they meet safety and efficacy standards will be crucial. Additionally, the trend highlights a cultural shift towards a more holistic approach to wellness, where consumers prioritize overall well-being over traditional health metrics. This could lead to long-term changes in how health and wellness are perceived and pursued, influencing everything from dietary habits to lifestyle choices.
