Supplement Innovators Eye Demographic and Sports Nutrition NPD Platforms
The market for dietary supplements has seen strong growth in recent years, reflecting increasing consumer concerns about the adverse effects of busy lifestyles and stress on health, as well as rising demand from an aging population In addition to optimizing health via diet, consumers are increasingly using supplements for areas of their lives perceived to need additional support.
North America, particularly the US, has been driving activity in supplements, accounting for over 42% of global launch activity recorded by Innova Market Insights in the 52 weeks to the end of November 2015. This reflects the highly developed nature of the market, which is the largest in the world. Europe came next with just under 30%, trailing the US despite the number of countries involved.
Emerging markets are seeing rising demand, however, with increasing disposable incomes and a desire to take on elements of a more Western lifestyle. This is being led by Asia, particularly China, which is developing fast and has a large population that is increasingly able to afford this type of product.
