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NMI’s Top 10 Health Trends

This article was originally published in The Tan Sheet

Executive Summary

Market-wise manufacturers will expand nutritional supplements offerings into new formats beyond capsules, and condition-specific supplements will gain momentum with clinical science to support the products' claims, according to the Natural Marketing Institute predictions for the "Top 10 Health & Wellness Trends for 2006." The Harleysville, Penn.-based consulting group's list also identifies personalized supplements as an emerging trend as consumers look for more individualized approaches to health such as USDA's "MyPyramid" program released last April (1"The Tan Sheet" April 25, 2005, p. 18). The firm also cites shifting demographics as dictating market developments as well as corporate social responsibility creating brand loyalty to play roles in the 2006 health and wellness sector...

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NMI data

"More than half of all consumers are seeking food and supplements that help them prevent energy loss," Steven French, managing partner at the Natural Marketing Institute said Aug. 7. According to NMI's Health & Wellness Trends Database, issues related to energy and vitality are of concern to 75% of consumers. All age groups from Gen Y to Boomers are worried about either specific fatigue issues or stamina "to fulfill their daily responsibilities," NMI says. Consumers are using a variety of sources such as supplements (59%), food (51%) and beverages (30%) to prevent a lack of energy, the firm reports. "As just one manifestation of this energy trend, opportunity exists for manufacturers who can deliver effective products and messages on the stable energy benefits of low-glycemic foods and beverages," NMI says, noting that low-glycemic products "showed impressive growth with 42% of consumers indicating usage, versus 22% in 2004." Energy and vitality was No. 3 in NMI's annual "Top Ten Health & Wellness Trends" ("1The Tan Sheet" April 10, 2006, In Brief)...

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