Unfortunately, most of us don’t get all of the nutrients we need from our diet alone. This can cause a huge problem which is why the supplements industry boomed – as an answer to a common problem.

According to Rain Nutrience, 46% of individuals living in the UK take supplements regularly. With an industry that’s already so popular and only growing, it’s worth taking a look at the trends the industry is facing in the coming year.

New Supplements

The supplement market when it started was much smaller than it is today. Since then, it has grown by leaps and bounds. That isn’t something that has stopped either. In 2020, the market is likely to see even further growth.

While it’s difficult to predict what completely new products will be released in 2020, it’s much easier to predict what new supplements are likely to grow in popularity.

For one, Huel has come into popularity in Silicon Valley. The idea of supplements like this is that they offer you multiple benefits that you might need while making it convenient to get all the nutrients you need in one place. Supplements like Huel go beyond the average multi-vitamin too. Instead, they aim to offer all the nutrients that you would get from a complete meal.

Increased Popularity of Nootropics

As already discussed, the way we think of supplements is already changing. Huel is just a single example. The market has seen a shift away from only offering the traditional format of pills and moved into supplement-filled drinks, powders, and more.

One genre of supplements that is likely to see an increase in attention over the next few years are nootropics. These so-called “smart drugs” are meant to help users with a variety of difficulties they may face in their everyday life.

These important supplements can help a user achieve broader cognitive function, increased energy, and even pre-workout or post-workout boosts and recovery. Many even offer long-term benefits to consumers such as neuroprotection as they age.

Increased Popularity of CBD Products

CBD products are another example of a supplement that’s been taking over the last few years that we’re likely to see experience an impressive boom in 2020.

If you aren’t familiar, CBD is one of the two main compounds associated with marijuana – the other being THC. Unlike THC, CBD doesn’t have any psychoactive effects. In other words, it offers the benefits that marijuana boasts without a “high.” These benefits include everything from appetite control to pain relief to neuroprotection to anxiety relief and more.

Much like traditional supplements, the way that consumers ingest CBD supplements is constantly changing as well. Instead of depending on a tincture or pill now, consumers can also choose amongst snacks, drinks, and even treats to extend the supplement’s benefits to our four-legged friends.

Greater Transparency

Throughout its lifetime, the supplements industry has seen struggles related to companies being less than transparent with consumers. Fortunately, we’ve seen many of these offenders either correct their ways or find themselves replaced by companies with more honest approaches.

While this steadily growing trend is, in part, thanks to greater regulations, generally better companies, and measures such as independent lab testing, consumer education has also played a huge role in this trend. Anyone interested in researching supplements are only a few clicks away from a documentary, peer-reviewed study, or user testimonials.

On the industry’s side of this argument, education is also playing an important role. While some companies have acted in poor taste in the past, this was also sometimes rooted in misinformation.

Over the centuries, we’ve seen treatments that were once the peak of medical knowledge get denounced as either not as helpful as they were once considered or even damaging. Yet, as the evidence rolled in and put what needed to be changed and what could be improved upon on display, these practices evolved to something more helpful. The same concept is true with supplements: the industry is constantly trending towards improvement.

This is an idea that the CEO of Vitamin Shoppe shared all the way back in 2015. With the concept coming to fruition five years ago, we’re going to see it in full force as we step into the new decade.

Bioavailability Considerations

In 2020 and beyond, it’s likely that the question won’t rely solely on how consumers interact with their supplements. Instead, the industry will also address how the supplements interact with the consumer body.

To put this another way, bioavailability is going to become an increasingly popular topic. This is the concept concerning not only how powerful or fast-acting a supplement is but how much of that supplement your body uses in each dose as well. The results will be supplements that are made to do more than the choices we had a decade ago.

More Dietary-Inclusive Supplements

As the years go on, more people are worried about their health and the world around them. This has led to a rise in diets such as vegetarianism and veganism.

For the supplements industry, this means that many of their traditional products such as fish and krill oils and most protein supplements are declining in popularity. This is leading to a seismic shift towards neutral options such as plant-based protein powders.

Companies are always striving towards innovation so they can better provide for customers. That’s why these are just a few of the ways that consumers are likely to see the supplement industry shake up as the new decade approaches.

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