But Joe Welstead, CEO and founder of Motion Nutrition, a brand that sells nootropic supplements, isn't jumping on any trends.
Instead he creates products with clear health targets which appeal to a broad spectrum of consumers, and he markets the products through research into the perceived and actual benefits that his customers feel.
In this podcast, NutraIngredients Section Editor Nikki Hancocks speaks to the entrepreneur about the thought process behind his products and asks his opinions on mental health hazards potentially being pushed by the health industry.
Speaking about the use of wearables, he says: "The issue is this is something that's meant to assist and confirm information you already know to be true but it can often give you contradictory information that can be extremely unhelpful to your mental health and your ability to be self-fulfilling in how you feel.
"Your own decisions throughout the day can affect your mood and energy levels... When you hand over your self assessment to a device, you are removing your ability to effect how you feel and you're handing it over to someone else... That's just not going to be helpful