Markets and Trends

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Top supplement trends, according to Google

By Danielle Masterson

From need states such as sleep and hormone balancing to ingredients like GLA and astaxanthin, Spate’s trends report highlights a diverse market where interest extends to both traditional and innovative supplements.

How brands are capitalising on gut health. GettyImages/PeopleImages

How brands are capitalising on gut health

By Donna Eastlake

Gut health is proving to be hugely popular with consumers and enormously profitable for food and beverage manufacturers. In financial terms, it’s the gift that keeps on giving.

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ASA gives Hangcure a headache over implied disease claims

By Nikki Hancocks

The UK Advertising Standards Authority (ASA) has warned UK supplement brand Hangcure Ltd that it must not claim that its product can prevent, treat or cure disease through product name or advertising.

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Lion's mane spores 450% Google search growth

By Nikki Hancocks

Google searches for lion's mane surged by up to 450% (week on week) in May in the UK, with industry players assigning the rise in interest to TikTok influencers, health practitioners, and the blockbuster Amazon show Clarkson’s Farm.

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Trends in tech: Vitafoods 2024

By Olivia Haslam

Tech was a hit topic at the Vitafoods tradeshow in Geneva last month, with home testing, tracking and apps soaring in consumer popularity as people seek to reduce epigenetic age.

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New paper explores issue of excessive dilution of botanical extracts

By Stephen Daniells

A new HerbalGram article shines a light on the excessive use of excipients with botanical extracts—also known as fairy dusting. “This is about hopefully changing the practice of some members of industry to give consumers the product they expect,” said...

NutraCast: Is aronia berry the next elderberry? Mintel thinks so.

NutraCast: Is aronia berry the next elderberry? Mintel thinks so.

By Danielle Masterson

Mintel recently launched Ingredientscape AI, a new landscaping tool that helps brands discover the fastest-growing ingredients using robust data from Mintel’s Global New Products Database (GNPD). Stephanie Mattucci, director of food & drink at Mintel...

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Vitafoods: Sleep takes center stage

By Nikki Hancocks

Mind health, specifically sleep, was a buzz word across the Vitafoods show last week, with market analysts discussing its popularity and suppliers delivering their solutions.

Top trends at Vitafoods 2024

Top trends at Vitafoods 2024

By Olivia Haslam

From hero ingredients to the gummy revolution to personalized offerings, Nick Morgan, managing director of Nutrition Integrated, spoke top trends with NutraIngredients at Vitafoods Europe 2024.

How do consumers understand 'gut health'? Image Source: Getty Images/RealPeopleGroup

How do consumers perceive ‘gut health’ products?

By Augustus Bambridge-Sutton

Products targeting ‘gut health’ have a range of benefits, yet these are not always clear in marketing. How do consumers understand gut health, and is this understanding congruent with reality?

Kelp seaweed: Is this the next 'superfood' trend? GettyImages/Tammy616

Kelp seaweed: Is this the next 'superfood' trend?

By Donna Eastlake

From the antioxidant effects of blueberries to the cholesterol lowering effects of chia seeds, consumers love so-called superfoods. So could kelp seaweed join the superfood family as a favourite of the wellness world?

Low-histamine diet: Is this the new food trend to watch?

Low-histamine diet: Is this the new food trend to watch?

By Donna Eastlake

Understanding of high-histamine and histamine-liberating foods is relatively new, but it’s quickly gaining consumer interest. So, what is this new trend towards consuming low-histamine foods and is it one to watch?

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The dawn of agelessness: Unpicking the final prejudice

By Nikki Hancocks

Age is the last acceptable prejudice in product marketing, but it too appears to be dissolving as consumers rally against being defined by their years, according to active nutrition market insights consultancy Nutrition Integrated.

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What to expect at Vitafoods Europe 2024

By Olivia Haslam

A focus on healthy aging, women’s health, sustainability initiatives and tech innovation can all be expected at the upcoming Vitafoods Europe tradeshow.

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Top tips for cognitive health innovation

By Nikki Hancocks

More consumers than ever are looking for innovative ways to support total mind and body wellness. But where is the next big innovation opportunity in the cognitive health space? dsm-fermenich has weighed in with its comprehensive nootropics report.

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Seizing the ‘window of opportunity’ for aging well

By Olivia Haslam

Protein consumption, quality sleep and hormone balance are all key in reframing how the industry considers the ‘healthy aging’ category, according to new insights from a Vitafoods webinar this week.

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