The Month in 2: 2024 trends — video

Episode #3: What we found from Natural Products Expo West and SupplySide East. Can you say Ozempic? How about women's product developments, the hot ingredient that may help Aaron Rodgers make it through the NFL season, the king of all 'shrooms, and the best supplement of the year.

Todd Runestad, Content Director,

May 6, 2024

2 Min View

Welcome to the age of Ozempic — some 70 million Americans will soon be on this blockbuster weight-loss (and diabetes) drug, which will likely become the largest class of pharmaceutical ever. Thanks for your service, statins (and for helping coQ10 make a name for itself, what with statins depleting the body of coQ10). The Ozempic craze spells opportunity aplenty for the nutrition and supplements world, what with the promise of consumers who are suddenly radically cutting back on calorie counts opting instead for nutrient-dense whole foods and protein powers. Could Ozempic spell the death of chips and junk food? Or will Americans opt instead for their limited palates instead going for the crunch and salt and unhealthy fats of chips and other junk food, and then going for additional pharmaceuticals to contend with the even more unhealthy states? We shall see. But that's not stopping new product developments around both GLP-1 agonists like berberine as well as healthy foods targeting the Ozempic crowd.

Women: Hear them roar! Perimenopause is an emerging category of women's health desires. And speaking of desires, women's libido supplements are coming on strong. Back in the 1970s the government determined that conducted human clinical trials of women of child-bearing age was too complicated, what with all those shifting hormones. So there went the potential body of research for women in their 20s and 30s. But that paradigm is all over now, and new creatine research targeting women has helped creatine's fortunes double in the last year. What's next?

Related:The Month in 2: Sports – video

Sports is now the more expansive, great catch-all of active nutrition. One age-old ingredient is now helping the age-old quarterback for the New York Jets, Aaron Rodgers. Go deep on the story here.

At Natural Products Expo West, mushrooms were everywhere, and lion's mane was the star of the shroom set. As if o prime the pump for '24, a study published in November '23 studied 1.8 grams lion's mane on both the acute (60-minutes post-dose) and the chronic (28 days) effects on actual healthy, young adults. Survey says: Improved speed of mental performance and reduced stress in, again, healthy young adults. It's research like this that should help continue propel lion's mane through the year. What's next after lion's mane for cognition? How about reishi — the mushroom of immortality — or cordyceps for endurance as it rides the coattails of the active nutrition uber-trend?

What's the supplement of the year? Hint: it's as sustainable as all get-out, right down to the aluminum bottle and cap and the soy-based ink printed right on the canister.

Related:The Month in 2: Biotics — video

In the time it spent to read all this, you could've watch the 2-minute video. Watch it anyway!

About the Author(s)

Todd Runestad

Content Director,, Natural Products Insider

Todd Runestad has been writing on nutrition science news since 1997. He is content director for and Natural Products Insider digital magazines. Other incarnations: supplements editor for, Delicious Living!, and Natural Foods Merchandiser. Former editor-in-chief of Functional Ingredients magazine and still covers raw material innovations and ingredient science.

Connect with me here on LinkedIn.


Todd writes about nutrition science news such as this story on mitochondrial nutrients, innovative ingredients such as this story about 12 trendy new ingredient launches from SupplySide West 2023, and is a judge for the NEXTY awards honoring innovation, integrity and inspiration in natural products including his specialty — dietary supplements. He extensively covered the rise and rise and rise and fall of cannabis hemp CBD. He helps produce in-person events at SupplySide West and SupplySide East trade shows and conferences, including the wildly popular Ingredient Idol game show, as well as Natural Products Expo West and Natural Products Expo East and the NBJ Summit. He was a board member for the Hemp Industries Association.

Education / Past Lives

In previous lives Todd was on the other side of nature from natural products — natural history — as managing editor at the Denver Museum of Nature & Science. He's sojourned to Burning Man and Mount Everest. He graduated many moons ago from the State University of New York College at Oneonta.


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