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Major Trends in Modern Health Today

Healthier eating lifestyles and habits were already on the rise before the pandemic, but now there is an updated perspective on modern health.

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According to Eric Pierce, VP of Business Insights at New Hope Network, and Kathryn Peters, EVP of Business Development at SPINS, there are three “power” trends in modern health today, followed by three “plant-inspired” trends, and two “time-honored ingredient” trends.

POWER TRENDS

1.     Endocannabinoid System:  CBD, hemp, and the endocannabinoid system are driving growth, experimentation, and innovation.

2.     Quest for Rest:  Consumers seek products to help them be alert and energized, while counterbalancing periods to recharge, relax, and re-energize.

3.     Brain Health:  Consumers are seeking products to help them optimize cognitive function for peak performance.

Endocannabinoid: Pierce addressed the investment focus of the endocannabinoid systems trend and said when looking at the Nutritional Capital Networks investment data, “According to investors, the endocannabinoid system is literally off the charts…a 350% increase in transactions between 2018 and 2019.”

He also said we can look to online, social and mass media data trends to see what consumers are spending the most time with. According to these sources the power trends include digestive health, healing diets, the quest for rest, and time monitored ingredients, which is a little different than what investment and innovation activity show as the power trends. This, said Piece, indicates that “Consumers might be thinking a little differently than innovators and investors right now. There are suggestions that other trends might be approaching maturity for consumers, that includes healthy fats, optimized diets, and interestingly – and this data does go into 2020 a little bit - the endocannabinoid system.”


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Peters went on to explain that CBD sales (non-THC related products) growth has slowed slightly over the last year, however, still represents currently over $153 million in sales. Said Peters, “Where products including CBDs are showing some weakness overall, there are definitely some bright spots.” As shoppers gravitate to CBD products that leverage the entourage effect, or, combining supplements, Peters said, “For CBDs, their effect may be more pronounced, with whole hemp extracts, as well as other supplements like clove or black pepper, which can boost the anti-inflammatory effects of CBD.” Other areas of innovation include enhanced waters and body care such as lip balm, facial masks, deodorants, and facial lotions.

Quest for Rest: Growth in this area is currently being driven by non-supermarket outlets. Peters said that sleep support products are performing particularly well, up 39% over the last year to $590 million in sales. “Consumers are really looking for a natural remedy to aid their sleep where possible, instead of ongoing exhaustion from sleepless nights or turning to prescriptions,” she said.

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