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Digestible is your go-to resource for learning about enzymes, probiotics and their impact on digestive health. Keep up with the latest trends in dietary supplements, learn why gut health is critical to overall wellness and immunity, and the science behind it all.

Stay up to date on the latest dietary supplement market trends happening in the digestive health category and learn about new innovations.

Renewed Healthy Habits Mindset Pushes Supplement Growth

Category: Educational Articles

The impact of the current health crisis is reaching every corner of the health-conscious market. U.S. consumers are looking for traditional and non-traditional ways to boost health, with desires encompassing both immunity support and products for other condition-specific concerns.

This renewed interest in healthy habits, coupled with high-stress levels, is causing significant growth in the supplement industry.

How Health-Conscious Are U.S. Consumers Today?

The drive to be healthy includes multiple factors. It’s not just what you eat or if you exercise regularly. Often, those consumers that are the most health-conscious add supplements to the mix.

The Council for Responsible Nutrition (CRN) reported that 77% of U.S. adults take a supplement, per its 2019 survey. This number could easily be trending up based on market forecasts from the Nutrition Business Journal.

NBJ released new data on sales and growth of specific segments, including supplements that target stress, mood and sleep. This growth also applies to support for brain, eye, and gut health.

It’s not a surprise to see consumers seeking dietary supplements during the height of the COVID-19 pandemic. It may provide them greater peace of mind in protecting their health. This new cognizance of the supplement market will likely be long-lasting, especially if consumers see results.

Probiotics: A Supplement That Supports Gut Health and More

One of the most popular supplements for consumers is probiotics. The growth of this market portion has been consistent, with a Research and Markets Report stating an expected 6% growth from 2019 to 2025. This same report also notes a possible strong surge throughout 2020.

Consumers can easily find supplements on eCommerce sites. They aren’t limited to a typical brick-and-mortar transaction, so retail disruption should have little impact on accessibility.

What many individuals find attractive about probiotics is their ability to support several areas. Their first job is to improve gut health, but because of the effects of gut health on the whole body, they can also be of use for stress, mood and sleep challenges.

Specially formulated probiotics answer this call and provide a more personalized approach to supplements. It’s not only a probiotic, but it includes ingredients to help with other concerns, including:

• Healthy skin
• Sleep support
• Women’s health
• Immune support
• Mood normalizers

Consumers likely have multiple supplement needs. If it’s possible to address those with one dose, it offers them convenience.

These buyers are also knowledgeable of the connection between gut health and immunity. It’s true that 70% of the body’s immune cells are in the digestive tract. As consumers pursue new remedies for building immunity, they’ll continue to stock up on probiotics.

Meeting Consumer Demand

Supplements, especially probiotics, are attractive to consumers in the current environment. How will you meet the demand? Having a broad selection of condition-specific formulations incorporating probiotics will be critical.

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