Dietary supplements in Europe and the United States

Innova database tracking found that in 2019, the release of new dietary supplement products in Europe and the United States was far more active than other regions. North America led the release of new dietary supplement products, accounting for 44%, followed by Europe, accounting for 35%, and Asia accounting for 11%. Ranked third, the remaining regions accounted for no more than double digits, Australia and New Zealand (5%), Latin America (3%), the Middle East and Africa (2%).

Innova's "Global Supplements" in-depth report pointed out that manufacturers began to research and develop for individual needs, and also promoted the development of dietary supplement products from universal functions to refined development, such as targeted research and development and marketing of products based on age, gender or lifestyle. Or upgrade the dosage form to adapt to the rhythm of contemporary life.

Innova data shows that mental health and anti-aging products have shown significant growth. From 2015 to 2019, dietary supplements with mental acuity claims have an average annual compound growth rate of 26%, while related new products with skin health claims have an average annual compound growth rate. The rate is 11%.

Innova consumer research shows that more than 90% of consumers have a busy life. Therefore, dietary supplement manufacturers have begun to develop products that can improve mood, reduce pressure and help sleep and relax. Many plant/herbal dietary supplements have these functions, such as CBD. Although it claims to have multiple health benefits, it is most commonly used in the areas of mood improvement, relaxation and calming.

The use of nootropic or adaptable plant materials such as Bacopa monnieri, Ganoderma lucidum and Ashwagandha is also increasing. Innova tracked and found that from 2015 to 2019, the global average annual compound growth rate of new food, beverage and dietary supplement products containing Ashwagandha was as high as 40%.

In addition to recognizing the importance of nutrition for mental and emotional health, consumers are also increasingly recognizing the effect of nutrition on improving appearance. The growth of new dietary supplements for hair, skin and nails has promoted collagen to become an attractive raw material.

According to Innova data, from 2015 to 2019, the number of new collagen-based dietary supplements released in Europe, the Middle East, and Africa increased sharply, with an average annual compound growth rate of 60%. The three major health products with the highest growth rate of new collagen-containing products in these three regions are skin health, bone health and joint health.

Vitamins and minerals, hyaluronic acid, and beauty-related plant raw materials have also received attention. According to Innova data, in 2019, 11% of new global food, beverage and dietary supplement products used vitamins.

Consumers' increasing moral and environmental awareness, as well as busy lifestyles, are also driving changes in the formulation of dietary supplement products.