As we continue to face unprecedented changes and opportunities, Rachel Jones, MS, RDN, Chief Nutrition Officer at GNC, joined the NutraCast to take the pulse of the supplement industry.
Jones explained the consumer mindset has shifted, with people aware of their health now more than ever.
“I always call 2021 the comeback year of the multivitamin, where consumers –with everything that happened with the pandemic– are taking a proactive role in their health and going back to the basics,” said Jones.
“I do think a lot of good will come out of the challenges we face due to the pandemic. So from a supply chain challenge perspective, I think it's caused ingredient suppliers, manufacturers and brands like GNC to just really get creative about alternative solutions. For example, if you can't get one form of creatine, but we know it's a fan favorite and it's such an important part of some sports nutrition products, we've been able to shift to some alternative forms or alternative ingredients to really deliver on the same benefit. And I think that will ultimately make some of our products stronger in the future with some new and unique ingredients and new and unique solutions.”
Jones added that because consumers are so in tune with their health and wellness, they are willing to pay a little extra for convenient formats like gummies, stickpacks, and sachets. “So I think it'll shift the landscape of product as well.”
To hear more on trends, opportunities and if Jones expects supply chain challenges to recover, listen to the NutraCast.