Supplements Shifting into New Innovation with Whole Food Options
Consumer demand drives innovation – it’s as simple as that. And what it comes down to is who can be first to market with various new opportunities and capitalize? For the longest time consumers have been sick of the way whole foods have been trending. There were a bunch of gaps nutritionally that caused many to move towards supplements to achieve their daily requirements. But then came a lack of trust in dietary supplements. This has now caused the movement to shift back to a whole food health option movement and innovation. We have started calling this functional food and beverages.
Whole Food First Mentality
There has always been a “food first” mentality where people should strive to take in everything they need, nutritionally, through whole food options and whatever they are deficient in, they could fill in through specific supplements. But let’s face it, people would much rather eat their nutrition than drink it via a shake or swallow it in the form of a pill or capsule (and definitely not in a chalky protein or nutrition bar).
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With consumers now demanding more whole food options that provide more function, brands have gone back to the drawing board to create new innovation in the space. Granted, this is not to diminish the growth of the sports nutrition category. That category is estimated to continue to grow year-over-year for a very long time due to its convenience as well as its own innovation.
What Factors Come into Play When Purchasing Supplements?
What causes people to bite on the sports nutrition hook but then hop off before they can be reeled in? There are a few things, actually – ingredients, taste, texture, trust.
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Ingredients: What ingredients are supplement companies using in today’s products? People don’t want added sugars, all the preservatives, or anything artificial. Also, if they can’t pronounce the ingredient, they don’t assume it’s good for them. There’s even edible packaging out now.
Taste: This is self-explanatory – if it tastes bad or doesn’t appeal to the consumer, they won’t buy it ever again (regardless of how good it is for them – look at all the greens powders out there). Taste means a lot these days as consumers EXPECT things to have a good flavor.
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