Last week on a Nutrition Capital Network roundtable call we discussed trends to keep an eye out for this week’s SupplySide Network Global conference. Here are some notes from the conversation:
✅Creatine is driving growth, but the next wave of ingredients is worth watching. Creatine has been a major contributor to supplement growth, with a story expanding beyond sports performance into healthy aging and cognitive health. Emerging ingredients like L-theanine, HMB and glutathione are also worth watching as consumers seek more targeted support for focus, muscle maintenance and overall health. At SSG, I’d look for how suppliers are positioning these ingredients for broader audiences and everyday use
✅Metabolic health is becoming a broader platform for innovation. The interesting opportunity is how brands connect blood sugar, energy, body composition and long-term health into a more cohesive offering. I’d watch for ingredients and formulations that make “metabolic health” tangible to consumers through specific benefits, rather than simply putting the term on a label. I see a lot of opportunity on how metabolic health awareness will impact other categories like weight management and heart health
✅The peptide opportunity extends beyond peptide products themselves. Our research found that 68% of peptide users take supplements to enhance their results. That opens an interesting conversation about how existing supplement categories can fit into consumers’ broader optimization routines
✅Personalization is becoming a bigger expectation. Two-thirds of consumers we identified as “optimizers” want a more personalized experience from supplement brands. I’d keep an eye out for how companies connect ingredients to specific consumer needs through testing, guidance or tailored formulations
✅Hormonal health has a broader audience than the industry conversation might suggest. There’s a lot of attention on menopause, perimenopause and fertility among younger women, but our recent NBJ research suggests men are also over-indexing in this category, esp with hearing more and more about testosterone concerns (esp for men in their 30s and younger)offer another angle to explore. At SSG, I’d watch for how brands and suppliers approach men’s hormonal health through goals like energy, muscle maintenance and healthy aging
➡️Keep your eye out, and let’s compare notes! Comment here what you notice through the week.
#supplysideglobal #trends Mike Dovbish Jennifer Pfeifer Kenn Israel Jacqueline Jacques Lauren Clardy
5 Trends to Watch at Supplyside Global!
