| The American consumer is wide awake on health | | | | innovative, well-researched products will be popular |
| issues. Trends are changing as new research | | | | while current nutrients will still be in heavy demand |
| develops on nutrition. Manufacturers who | | | | like vitamins A, C, and E, carotenoids, linolenic |
| recognize these trends for 2009 can offer | | | | acids, antioxidant enzymes, taurine, anthocyanins, |
| consumers a highly valued product. An excellent | | | | flavonoids, lycopene, and rosmarinic acid. Whey |
| product which delivers healthcare, backed by | | | | Protein is always popular targeting the bodybuilding |
| credible research, is a winning product. Other | | | | industry. Eye Health |
| factors include ease of use, innovation, convenient | | | | Lycopene and Lutein health supplements, along |
| and environment-friendly packaging, and credible | | | | with other known vitamins and nutrients for eye |
| brand image. A countrywide survey conducted in | | | | health. Future Products |
| 2008 by the American Dietetic Association shows | | | | Other products likely to see success in 2009 are |
| that Americans adults are more savvy than ever | | | | innovative health products for different age |
| about diet, nutrition and exercise. It is estimated | | | | groups and genders, energy/health bars with pure |
| that 92 percent of Americans are fairly | | | | cocoa which will provide healthy alternatives and |
| knowledgeable about health issues and realize the | | | | competition to conventional chocolate bars. Natural |
| need to eat healthy, drink healthy and exercise. | | | | energy drinks are predicted for a big swing |
| This is a great boost for the nutraceutical | | | | upwards. Fortified energy drinks will provide a |
| industry. How can nutraceutical manufacturers | | | | refreshing alternative to sugary, aerated drinks. |
| cash in on this growing consumer interest in | | | | Energy drinks will also target the elderly who are |
| 2009? Which nutraceuticals are most likely to | | | | looking for a more sophisticated energy drink that |
| make the buzz? What are the key health issues in | | | | will specifically target their health needs. Other |
| 2009 and which products are most likely to take | | | | drinking trends are likely to be in the consumption |
| the lead? Let's take a look. 2009: Nutrients Backed | | | | of green tea as more ready-to-use, good-to-taste |
| by Reliable Research | | | | variations of green tea are made available. |
| Advanced research in phytochemicals lends | | | | Smoothie-based supplements will continue to be |
| credibility to this industry. The following are some | | | | popular. Innovative products, which provide taste, |
| of the more recent research advances predicted | | | | as well as nutrition are expected to be very well |
| for launch in 2009: | | | | received by consumers. Pet Supplements. Pets will |
| * Lycopene and Lutein: This is a carotenoid found | | | | also get more nutritional attention in 2009. 17% of |
| in tomatoes and is linked with prostate cancer | | | | pet owners give pet supplements to their pets. |
| protection. It is also being currently studied, along | | | | According to the National Animal Supplement |
| with lutein, for their role in eye health especially | | | | Council, pet supplements have risen by 15% since |
| against macular degeneration and cataracts. | | | | 2000. In 2009, it is expected that pet owners will |
| * Vitamin K2. Research on Vitamin K2 has proven | | | | look out for more nutritional supplements as well |
| that it reduces calcification of the arteries. It also | | | | as supplements for more condition-specific |
| strengthens bone mass. It is also responsible for | | | | disorders like joint and bone health. Key Factors |
| carrying calcium to the bones. | | | | Driving the Industry in 2009 |
| * Fiber. New studies are underway on resistant | | | | More Convenience |
| starches and their role in cancer prevention. | | | | Convenience is definitely a driving factor and a |
| * Soy is already known for its role in heart | | | | consumer impetus. The trend for 2009 is leaning |
| disease and women's health concerns. In 2009, it | | | | toward condition-specific nutraceuticals. The |
| is predicted for a comeback with new discoveries | | | | industry is already producing products for specific |
| in its role in protecting men against prostate | | | | health issues such as heart health, brain health, or |
| cancer, baldness and other types of cancer. | | | | immune health. In 2009, condition-specific health |
| * Phosphotidylserine, a phospholipid, is supported | | | | will relate more to a combination of ingredients |
| by clinically backed research and is expected to | | | | targeted towards multiple health needs. One health |
| become popular in 2009. This nutrient supports | | | | product for multiple health needs. This will relieve |
| mental health by controlling cortisol hormones | | | | the consumer of taking multiple tablets, or drinks |
| related to stress. It has also been studied and | | | | for his various health needs. Organic and Natural |
| touted to improve cognitive abilities and help to | | | | Trends Trends continue towards organic and |
| reduce dementia among the elderly. | | | | natural wholefood products. Americans are now |
| * Ximenia oil extracted from ximenia, a yellow | | | | more concerned about the content in their |
| fruit with high content of Vitamin C, has potential | | | | foods-preservatives, additives, chemicals. It has |
| as a lubricant and moisturizer. | | | | set a growing trend for organic and natural |
| 2009: Health Products for Key Health Issues | | | | products. A Growing Educated Public. |
| Heart Health | | | | Education helps consumers be confident about |
| Research on fiber and its role in regulating | | | | their choice of health supplements. Brand names |
| cholesterol continues to attract interest. Omega-3 | | | | have helped to build trust and reliability over the |
| fatty acids, plant sterols and stanols, green tea | | | | years and consumers are more likely to depend |
| and antioxidants, resveratrol, and co-enzyme Q10 | | | | on brand names for their health needs. |
| are other nutrients that support heart health and | | | | Manufacturers who are careful to educate the |
| have shown steady consumer demand. Joint and | | | | public about their product will have a cutting edge |
| Bone Health Soy, Vitamin K2, calcium and | | | | advantage. Changing Technology |
| magnesium for bone health and glucosamine and | | | | Conventional tablets and capsules have become |
| MSM for joint health. Immune Health | | | | outdated. Gels, liquids, gummies, chewables are |
| Antioxidants will continue to be popular for | | | | more popular and such forms have more |
| targeting infection. Natural, wholefood supplements | | | | enhanced bioavailablity of active ingredients. |
| consisting of green superfoods, probiotics and | | | | Effervescent technology has seen a steady rise |
| fiber are expected to be popular for targeting | | | | over the last 5 years and 2009 will produce more |
| different cancers. For strengthening immune | | | | variety of effervescent nutritional supplements. |
| health, green tea, resveratrol and aloe vera are | | | | Consumers love the fizz and the added benefits |
| likely to be key nutrients. Digestive health | | | | of complete bioavailablity of active ingredients. |
| Probiotics and prebiotics will become more popular | | | | Support of the Medical Field |
| in aiding digestive health. Fiber, aloe and other | | | | An interesting trend that is fast developing was |
| natural colon cleansers are also predicted to | | | | reported by Ipsos-Public Affairs for the Council |
| become more popular. Mental Health including | | | | for Responsible Nutrition (CRN), Washington, D. C. |
| Stress Relievers and Sleep Aids | | | | Their survey showed that "more than |
| Phosphotidylserine, cocoa for mood and stress | | | | three-quarters of U. S. physicians (79%) and |
| relievers, along with natural herbs for sleep | | | | nurses (82%) recommend dietary supplements to |
| enhancement are predicted to rise. Weight | | | | their patients. "All these trends give an added |
| Management/Satiety | | | | boost to nutraceutical manufacturing. The Health |
| Green Tea and fiber. New research on fiber | | | | and Wellness industry has recorded an average |
| suggests that resistant starches may help in | | | | growth of 8% to 9% each year, and is |
| weight management by accelerating body fat | | | | reportedly headed for even bigger gains in 2009. |
| metabolism and reducing fat storage in the body. | | | | Changes for the better are being strongly |
| Beauty Aids/Cosmetics/Body Building Health | | | | supported by the newly elected President who, |
| Anti-aging products are always popular. New | | | | himself, is a health and fitness enthusiast. |