DSM’s new consumer-oriented supplement report indicates a high interest in trading privacy for personalization and a holistic focus on improving sleep and relieving stress influenced by the COVID-19 pandemic. 

According to the report, the age of trading privacy for convenience is in full swing, from giving search history for social media algorithms to providing blood samples for optimized nutrition. Individuals are increasingly willing to provide their data to reveal which vitamins they lack to optimize their supplement routine.

Meanwhile, buyers’ concern for their physical health and how it affects their mental well-being continues to trend, spotlighting supplements as a solution. The report states that 49% of European consumers seek answers to sustain a healthier lifestyle, compared to 37% in 2015. 

However, it is argued whether or not supplements can provide the nutrients they claim to, based on human digestive patterns. While some studies argue supplements can help multitudes of diseases or individuals lacking nutrients, others state that they cannot be adequately absorbed to gain beneficial results. 

Personalization over privacy 
DSM investigates what health benefits consumers are interested in gaining from their supplements – revealing continued rises in immunity focus, stress relief, improved sleep and gut health. The standout result is consumers’ openness to show bodily data to optimize their health. 

For instance, it’s now possible to send off blood samples to check health indicators, saliva samples for genetic testing and stool samples for microbiome analysis. Supplement companies could harness this technology to offer personalized products. 

Consumers seem willing to trade privacy for personalization – in the UK, US and Germany, over 88% of consumers prioritize personalization now as much or more than they did three years ago. 

This trend could make way for companies to build personalized immunity solutions for consumers based on home tests. It would be a way to combine consumers’ desire for customized care with convenience. 

Sleep and stress
In a 2020 survey, half of respondents said they would like more solutions for achieving higher-quality sleep. However, over-the-counter sleep aids are increasingly viewed as an unsustainable way to combat sleep issues. 

This ties to the growing trend of consumers favoring herbal and natural remedies. According to the report, 33% of immunity-focused mineral supplement launches in the last five years have contained a herbal ingredient, and 63% of supplement users say natural ingredients factor into their purchasing decision. 

The same survey found that 65% of global consumers said they worry about stress, and 34% said they take supplements to help manage it. Some 67% of adults reported increased stress throughout the COVID-19 pandemic, according to the American Psychological Association. 

DSM suggests that companies use plant-based ingredients to create a supplement that has both stress and sleep support to combine all three consumer interests. 

Immunity and the pandemic
The COVID-19 pandemic caused many people to focus on their immune health all year round instead of solely when they feel a sickness coming on. The interest in immune-supporting supplements is still on the rise, and it is predicted to continue to grow.  

“The pandemic and its ongoing impact have been a key driver for the ‘immune-boosting’ trend,” Maren Janecke, director of business development Europe and Africa at Kappa Biosciences, previously told FoodIngredientsFirst. 

However, instead of focusing on the known powerhouse for immunity – vitamin C – DSM reveals that 88% of the world’s population have suboptimal vitamin D levels, allowing space for a new ingredient for supplement brands to focus on. 

The report states that last year, 42% of supplement launches with immunity function contained vitamin D – up from 33% in 2017 – and 62% of consumers worldwide now associate vitamin D with boosting immunity. 

DSM suggested that brands combine vitamin D with other immunity-enhancing vitamins and minerals, like zinc, vitamin C, B6 and B12 or herbs to make their product more appealing to consumers.

Consumer interest in the gut also ties into immunity support, which is home to 70% of the immune system. Three-quarters of participants asked in a study said they see gut health as more than just the digestive system. 

Arguments against
Experts have been going back and forth on how or if supplements help supply vitamins, minerals and nutrients to the body effectively. 

“Many people may be unaware of the risks associated with supplements. For instance, more than half of supplement users mistakenly believe that most supplements available for purchase have been declared safe and effective for use by the FDA,” Wayne Jonas, executive director of Samueli Foundation’s Integrative Health programs, told NutritionInsight last year.

US citizens spent nearly US$50 billion on vitamin and dietary supplements in 2021 and did so “all for nothing,” according to researchers from Northwest Medicine. 

However, other studies report many benefits of taking supplements. According to a new survey by Solabia-Algatech Nutrition, astaxanthin, for example, may improve mood and the immune system by enhancing the gut microbiome and reducing the amount of cortisol.