“We've seen a lot of new product innovations. I read somewhere that there's a 20% increase in new products in the last three years. So with that increase, products are becoming more crowded. There's different ways that these different brands are trying to differentiate themselves. One of which is capitalizing on people's new interest in actually taking the time to read labels and actually understand the scientific literature—people are really taking the time to actually read into the research and how each individual ingredient is helping with a specific benefit,” observed Hochman.
Another trend is ingredients that target specific wellness needs—something Hochman said is a likely culprit behind the decline in multivitamins.
“Not to say that multivitamins are going anywhere, but I think people are getting much more specific and personalized, trying to understand what their bodies are doing and understand how some of those botanicals can actually treat one specific benefit.”
To hear more about trending ingredients and categories as well as what 2022 has in store, listen to the NutraCast.