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The Analyst’s Take: Top 3 data takeaways from NBJ’s 2021 Condition Specific Report
Permanent boost to the immune health market: Immunity was obviously the dominant headline in 2020, with growth skyrocketing above 70%. In fact, take out cold, flu and immunity supplements, and the industry would have seen “only” 10.2% growth in 2020. While growth is projected to dip below zero in the coming years as the market normalizes, NBJ expects sales to be permanently boosted above $5 billion in 2021 and beyond.
COVID-adjacent conditions fare well into 2021: With the strongest growth behind immunity, NBJ has defined sleep and mood/stress as COVID-adjacent conditions, seeing a boost in sales driven by the pandemic in 2020. Unlike immunity though, we project that growth will still be strong in 2021 and beyond, driven by continued consumer need and demand. Growth in mood/stress supplements spiked to 29.4% in 2020 and is projected to be 12.5% in 2021, and growth in sleep supplements reached 36.6% in 2020 and is only expected to drop to 13.7% this year.
Renewed demand for general health support: After many years of consumer demand shifting from general health to condition-specific support, the pandemic brought renewed interest in supplements to support general health, with growth spiking to a record 27.5% in 2020 and multivitamins alone growing 24.3%. NBJ projects this surge in interest and understanding will continue, keeping general health in positive growth through 2024, not experiencing the normalization curve seen in other areas.
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| | Claire Morton Reynolds
Claire Morton Reynolds is the Senior Industry Analyst for New Hope Network's Nutrition Business Journal. She manages NBJ's data and insights to inform the industry on market trends and forecasts in natural and organic food and beverage, functional food and beverage, dietary supplements and personal care. |
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| | Condition Specific Report:
Pre-Order Now Available! |
| | What types of supplements are people buying, and why? The meteoric growth of the supplement industry in 2020 has been the focus of NBJ's analysis for over a year, but the Condition Specific Report is the first report to take a deep dive into WHY consumers have been reaching for more supplements than ever before. Find out which consumer concerns climbed in 2020, which conditions were left out of the sales surge, and what to watch as the market - and world - starts to normalize.
Pre-order before July 19 and receive a first look at the data with an automatic download of 3 of the top charts from the report! |
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