Continued growth in alternative delivery formats: we have been reporting since 2019 that non-pill format sales now eclipse pill format sales for supplements (at 60.8% of total sales in 2021), and we saw continued innovation and science for non-pill formats being promoted by companies across the supply chain. In 2021 another record was reached with gummy supplement sales rising to the top single format at 21.3% of total supplement sales, and companies are both growing and launching to meet this industry demand for the format.

Brain health on the brain: brain health popped up as a data theme in three of the education sessions featuring NBJ data and speakers – those on top trends and insights, the microbiome, and nootropics. The market is being driven more than ever by younger consumers looking to optimize and maintain their cognitive function, and trends and innovations show an increased understanding and sophistication around ingredients and function. Examples from the show include growth in plant-based EPA/DHA solutions, and the booming nootropic category, which captured its own education workshop.

Expanding microbiome applications: in an NBJ survey of U.S. consumers in June 2022, gut health concerns ranked 6^th in the overall list of health issues regularly experienced by consumers – but innovation and science are expanding around optimizing the microbiome to address many other health issues, from mood and mental health to immunity. A full workshop at the event covered all things microbiome, from the science to consumer applications, featuring NBJ market insights. NBJ pinpoints synbiotics as one of the top areas of opportunity, with much stronger growth potential than either prebiotics or probiotics on their own.