Beyond conventional sports nutrition ingredients, other factors are also coming into play. The use of anti-inflammatory ingredients, such as turmeric, reflects the growing influence of Ayuverdic and traditional Chinese medicine. Equally noticeable is a focus on delivering a greater variety of flavours and formats for energising products, with chews, melts and gels among the many options now available.

Permission to pause

From sleep and stress to anxiety, mood and relaxation, consumers are increasingly prioritising their emotional health and wellbeing.

Adaptogens offer a natural way to restore balance and calm, so it’s perhaps not surprising that ashwagandha, ginseng, Lion’s Mane mushrooms and other similar ingredients are gaining traction in capsules, powders, tinctures and beverage applications.  

This preference for natural remedies has also seen demand for CBD increase. Although still considered a novel food in the UK, CBD infused waters and gummies are increasingly being sought out for their stress and anxiety relieving properties. 

The quest for a healthy circadian rhythm and the benefits of a good night’s sleep has seen demand for over-the-counter (OTC) melatonin supplements surge by more than 500% in the US over the past two decades⁵. Although subject to restrictions elsewhere – this sleep-inducing hormone is prescription only in the UK – growing interest is likely to drive further innovation.

Not just for humans

It’s also worth noting that more pet owners than ever before are willing to invest in supplements to improve the health and wellbeing of their animals. In the US, 36% of dog owners and 28% of cat owners already buy supplements for joint pain alone⁶. While the full extent of this trend remains to be seen, we predict more love to come for our four-legged friends.