Supplement industry news and updates – September

Newtopia Now highlights industry focus on vitality, ‘healthspan’ — article

Living longer is no longer the consumers’ goal. Today’s shoppers want to extend wellness across the decades. Throughout the show floor and panel discussions of the first Newtopia Now tradeshow in Denver, the buzz was about new expectations around healthy aging and how brands can meet them. Learn more.

What’s fueling consumer mushroom purchases? — research

Nutrition Business Journal (NBJ) estimates the 2023 functional mushroom supplement market reached $396.3 million, up about 11.5% from 2022. And, double-digit growth is in store through 2027. Find out who is buying them and why — it’s not just health nuts and biohackers — in this snapshot from NBJ analyst Erika Craft, who highlights findings from the Functional Mushroom Market Report. Learn more.

How digitally native brands are rocking retail — article

Brick-and-mortar retail is positively thriving in natural and organic, offering big risk and bigger returns for DTC brands. Check out supplement brands that are crossing over and cashing in, like smash hit MaryRuth’s Organics and Ritual, and find out about the challenges and the learning curve that comes with retail expansion. Learn more.

5 standout brands at Newtopia Now — slideshow

A supplement featuring a type of berberine shown in a study to have 15-times greater bioavailability; a Colorado-based line of kanna supplements including mood support, sleep and beauty-from-within products; and new flavors of a popular ketone-based shot caught editors’ eyes at the inaugural Newtopia Now tradeshow in Denver. Learn more.

NBJ Summit: 5 macro themes that will shape the next decade of business & life — article

Dig into Greg Horn’s analysis of the recent CEO retreat and the future of the natural products sector, including smarter computers, better metrics and a bigger toolbox of bioactives. As the managing director at William Hood & Company investment banking firm, Horn received the Lifetime Achievement Award at the Summit. Learn more.

Dietary supplements are entering the age of optimization states Nutrition Business Journal — article

The 2024 NBJ Condition Specific Report took a deeper-than-usual dive into the data, updating not just forecasts but the historical estimates. They report movement in the motivating factors behind consumer actions in the aisles and virtual carts, noting that consumers' use of supplements fluctuates between correction, maintenance and optimization, with optimization now starting to take the lead. Find out which categories show the strongest growth. Learn more.