People are looking for simple solutions to common issues they encounter in their everyday lives, like anxiety and stress, which have become top health concerns in the U.S. In fact, according to the Hartman Group’s Health + Wellness 2019 report, stress has actually replaced being overweight as the top health condition American households are actively treating or preventing. 
 
Among a spectrum of other everyday needs, energy and mental sharpness are related in much the same way that physical and emotional well-being are interconnected. Multi-functional products that can tie health platforms together in a meaningful and logical way should help attract consumers to your brand. 
 
Meanwhile, the traditional sports nutrition market has been made over, as companies see opportunities to target everyone at virtually every need-state. For the sleep-deprived parents who need sustained energy to get through the day, to the dedicated CrossFit athlete who wants to recover faster, the name of the game is lifestyle performance. 
 
There’s no one-size solution here given the varied lifestyles of supplement and nutritional product users. At the end of the day, people want convenient, personalized product experiences that can address their specific demands. But health-conscious consumers can often be grouped into segments. For example, the gamer/e-sports community has emerged in force and they often have a set of specific health needs that companies would be smart to recognize.
 
At the same time, the “clean label” trend toward more understandable and recognizable ingredients and formulations has presented challenges, while also creating new opportunities for product developers. Just like confusion and conflict about “natural,” “non-GMO,” and even “healthy,” industry’s challenges include educating consumers and clarifying certain ingredients, while also responding to a clear shift toward products that don’t have anything to hide. 
 
Thankfully for consumers, technological advances have allowed ingredient suppliers and finished product companies to develop on-trend, best-in-class solutions. Creative and innovative product development that taps into key consumer trends will continue to gain success in today’s crowded marketplace.