Back to Basics: Nutrition science is not a static discipline. Once vilified categorically, fats are now divided more deliberately, for example, into good omegas and bad trans fats. More recently, good carbs have been distinguished from highly refined versions. The popularity of protein and “ancient grains” symbolizes the anti-processed-food movement and return to a fundamental hierarchy of nutrition needs.

Converging Categories: Naturally functional and nutrient dense foods like chia and quinoa have gone mainstream, driven in part by demand for whole foods and attention to clean/clear labels. Meanwhile, dietary supplements are becoming and looking more like food. Supplement companies are also finding success in the expanding medical foods market—once solely the domain of Big Pharma—and the healthcare practitioner channel.

Convenience & Healthy Snacks: The lines between meals have disappeared, as healthy snacking throughout the day is replacing traditional at-home eating occasions. Functional/fortified foods and beverages can offer health and convenience to busy consumers while innovative packaging formats may also help create a point of differentiation in this competitive landscape.

The Age of Healthy Aging: As consumers confront the side effects of getting older, the concept of healthy and active aging will grow in importance. It’s not just about Baby Boomers looking to maintain their cognitive faculties or address joint pain; young people are also focused on healthful living and preventing the issues they may see their parents dealing with. Personalized, condition-specific and research-supported products may find an edge.

Transparency: Social media allows brands to connect and communicate with consumers directly. Information, and misinformation, spreads quickly and widely via this platform, spawning trends and broader movements. Ultimately, consumers want to know where the products they buy are coming from. Companies with sustainable supply chains and compelling stories about ethical, transparent sourcing can capitalize.

Regulations Rule: If there is one constant in the nutraceuticals world that transcends all market activity, it is regulation. Health claims in the EU; cGMPs, FSMA and NDIs in the U.S.; harmonization in the ASEAN region; and China’s Blue Hat system are all examples of matters that will continue to shape the future of industry. Companies need to understand the rules or get left behind.