Over the last five years, novelty supplements such as sleep gummies, irish moss, and mushroom coffee have seen an exponential increase in use. This is in line with the general trend of the supplement industry, as the supplement market hit record growth in 2021 at a compound annual growth of 14.5%. This number is only projected to increase, as the supplement industry is projected to reach a global value of $98.6 by 2031, prompting the question: why?
Poor global health indicators and the Covid-19 pandemic may be the main causes. By 2030, 1 in 6 people will be 60+ years old and facing the health complications of old age. Research has shown that vitamins may slow the rate of brain shrinkage, something that could counteract the effects of an aging population. As for the pandemic, all demographics increased vitamin use by 74 to 75% percent and increased household purchases of vitamins to 90% in 2020. This may be in recognition of the fact that vitamins can improve physiological outcomes.
Today, there are five main players shaping the supplement industry: Ernesto Sigmon, Dr. Banafsheh Bayati, Karen Howard, Dr. Umo Naidoo, and Eli Faraggi. As advocates for supplement safety and accessibility, CEO’s of supplement brands, or physicians studying health implications, they are paving the way for the anticipated future. With both the supplement industry and its nutritional complexity growing, a deeper understanding is key to tapping into all it has to offer.
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