Mental Energy, Focus & Concentration. The competition for our attention has surpassed a fever pitch. Studies suggest our collective attention span—arguably our most valuable currency—is in decline, and the implications are growing. In the age of distraction, with demands from opposing directions, the prospect of sustained mental energy, enhanced focus, and improved concentration is widely appealing. Natural products with demonstrated safety and clinical support are preferred among engaged consumers. 

Our culture of distraction and shortening attention also means that negative news has a shorter shelf life and viral trends may burn out faster as consumers keep scrolling, moving on to the next dopamine hit.

Stress Management. While it can be difficult for people to stay on task, it’s equally challenging to manage stress, find calm, and properly rest. The COVID-19 pandemic, multiple global conflicts, inflation and economic uncertainty, and climate-related disasters have taken a monumental toll on populations around the world. If this is the “new normal,” then the long-term public health implications of that reality are enormous.

Additionally, as the U.S. enters another presidential election year, the stress management category may be more stable than anything else right now.

Women’s Health. Experts have predicted an expanding menu of natural product options for the diverse health issues women face throughout their lifetime. Beyond prenatal vitamins and “shrink it and pink it” marketing tactics, will women finally begin to see products that meet their needs?

In a competitive and quick-to-copy market where good ideas always get replicated, expect to see new product launches for PMS support, perimenopause, menopause, sex drive, and more.

Sports Nutrition & Fitness. One of the top supplement categories over the last couple of years, sports/active nutrition is positioned to continue its healthy pace. By now you’ve probably heard that pickleball is the fastest-growing sport in the U.S. with 48.3 million U.S. adults (19% of the adult population) having played at least one game in the last 12 months.

The mammoth gaming industry and the esports market also offer companies sizable audiences with unique health demands, including sustained energy, focus, and vision support.

Mushroom Maturation. Companies are applying mushroom varieties to all sorts of nutrition products. The astronomical growth numbers may begin their reentry back to earth, but the market may also continue its maturation. Strengthening of supply chains and dialogue about identification and standardization are issues for here and now.