Will Cowling

The pandemic was a wake-up call for many consumers to recognize their diets and lifestyles are not as healthy as they should be.

Consumers are associating good digestive health with overall wellness, immunity and sleep, creating additional opportunity in the gut health category.

While consumers show broad interest in joint and bone health, current lifestyles can cause aches and pains in the short term and lead to more serious health concerns later in life.

Many consumers report that their sleep health has worsened in recent years, and is exacerbated by the pandemic.

Only 55% of consumers are satisfied with their digestive health; probiotic products seen as affordable, naturally formulated and low in “bad” ingredients will appeal to them.

Modern-day living is having a significant impact on the cognitive health of consumers, creating opportunities for new product development.

Global data reveal protein’s appeal to a broad number of consumers, as well as consumption and source trends.

While much scrutiny has been placed on the impact that COVID-19 will have on the sports nutrition market, there is opportunity to target health conscious consumers wanting to minimize the risk of disease.