Gender, Age Segmentation Increases in Dietary Supplements

Although the dietary supplements market has shown some global decline in new product development in recent years, one area of increased development is in products designed for specific life stages or specific genders. While this concept of age and gender segmentation has its ups and downs in food and beverage products, it seems to be gaining ground in the dietary supplement area.

Products aimed at women have been steadily increasing over the past year or two, with a strong bias toward dietary supplements aimed at older females, often designed to help with symptoms related to menopause. Menopause lines claim to deal with complaints such as hot flashes, memory loss and night sweats, with some also purporting to help with osteoporosis and heart disease. A number of these products incorporate more natural ingredients such as green tea, appealing to the growing number of consumers who believe in more natural remedies to ailments.

Introductions of dietary supplements for pregnant women and new mothers are also on the rise globally. Not surprisingly, product activity for these products is strongest in regions with larger populations of women of child-bearing age. Most of these products are designed to provide a nutritional boost for pregnant women. Other introductions have included a line to help women slim down and tone up after giving birth, along with a product to help maintain iron levels.

In an image-and beauty-conscious world, where cosmetic surgery is becoming more commonplace and affordable, products that claim to beautify or improve skin conditions comprise a welcome and relatively active sub-category. Women are the primary target audience, although some of these products are more universal in their marketing. Numerous lines are formulated with collagen to boost skin elasticity, and antioxidants for anti-aging properties.

The children’s segment remains important for manufacturers attempting to develop a younger consumer base. However, it has seen strong competition in recent years from the growing children’s functional food sector. Furthermore, parents are increasingly encouraged to rely on a healthy balanced diet to provide their children with vitamins and minerals, rather than having to remember to supplement their child’s diet with tablets, drops or chews.

Despite this competition, the children’s market has seen some interesting new products of late. Popular functional ingredients, such as omega-3 essential fatty acids (EFAs), have seen notable growth in this segment. This is not surprising, as omega-3s are strongly marketed towards helping with brain development and concentration—a key area of interest for parents of young children. Other popular functional ingredients that have transferred well include lactobacillus and bifidobacteria for healthy digestion, and green foods such as chlorella. More traditional multivitamins and calcium supplements, often with vitamin D3 to help with calcium absorption, continue to be strong, as they encourage general body development, such as bolstering bone density and growth.

Although still a relatively small segment, products aimed at men have been developing in the last year. These deal with an array of issues, ranging from fashionable EFA supplements for brain and heart benefits; anti-hair loss lines; tanning products; anti-stress options; and male-specific multivitamins. The market has a great deal of growth potential, especially for products geared at more affluent and older men, as well as adolescent boys.

Products benefiting the heart, prostate and sperm health could be particularly helpful, as heart disease, prostate problems and low sperm count are modern day diseases affecting men. Skin care supplements for adolescent boys prone to acne also have shown potential.

Moving forward, expect to see expansion in the offerings of dietary supplements of all kinds that are more narrowly focused, especially to specific consumer groups.

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