Perspectives on health and wellness have had a transformative shift in recent years – with more consumers than ever prioritising longevity, vitality and overall wellbeing. From adopting mindful nutrition to embracing health-boosting fitness regimes, there’s a prevailing ethos of proactive, holistic health management and preventative care – and supplement brands are already riding the wave of these trends. But amidst the noise of an oversaturated market, how can brands carve out a competitive edge? For us, it’s about science, convenience, and sustainability.

Establishing brand trust and credibility is essential in today’s health and wellness landscape – especially for new ingredients and products. Consumers are savvier than ever before, with many increasingly researching quality, efficacious ingredients to support their health goals, before making a purchasing decision. These better-informed supplement shoppers are looking for specific trademarked ingredients they have found through research or seeking products from companies they know and trust.

So, what does this mean for dietary supplement innovators? Leveraging scientific research and ensuring compliance with local market regulations is a must, and communicating this with clear on-pack labelling can help consumers make more informed decisions about the products they’re purchasing. Clinical evidence and certification from recognised regulatory bodies – such as the Food and Drug Administration (FDA) in the US and the European Food Safety Authority (EFSA) – is key to supporting product health claims and ultimately, commercial success. At Bioiberica, our complete portfolio of health ingredients is validated by science (with the certification to back them up). We also closely collaborate with regulatory bodies to guarantee the consistent safety of our solutions across all stages of the supply chain, from the collection of raw materials to the purification of the final ingredient.

Today’s supplement consumers are also increasingly seeking out convenient solutions that can be easily incorporated into their daily routines. Some manufacturers are addressing this need by combining multiple trending ingredients in a single formulation to deliver enhanced benefits and convenience to consumers. For instance, in the mobility market, supplements may feature protein (for muscles), hyaluronic acid and native type II collagen (for joints and cartilage), plus calcium or boron (for bones). Formulators are also exploring the effects of combining branded ingredients with botanicals to improve efficacy. One of our most recent studies, for example, highlighted these promising benefits, demonstrating a formulation containing native type II collagen (Collavant n2) and the herbal extract Boswellia serrata could reduce joint discomfort in just five days (1). For supplement brands that may be considering delving into the world of ingredient combinations, a good place to start is asking, “Are the ingredients I’m using low dose, science-supported and compatible with other molecules?” If the answer is yes, you’re onto a winner.

But multi-ingredient formulations are not the only strategy that will set products apart…Consumers are increasingly seeking alternatives to traditional pill formats, driving brands to think outside the box and push the boundaries of what’s possible in format innovation. There’s a clear opportunity to capitalise on the growing appeal of novel delivery formats like gummies, for example, which are set to grow at an estimated CAGR of 4.88% between 2022 and 2030 (2). At the same time, there is also rising interest in functional foods and beverages as a way of enhancing health through everyday food products. These formats are especially appealing to health-conscious consumers who want to integrate health-enhancing ingredients seamlessly into their everyday routines. Coffees or teas, waters, juice and milk, as well as snacks and even desserts, are all examples of functional food and beverage formats that are gaining popularity. The key takeaway? Conventional supplements, like pills, aren’t going anywhere. Nonetheless, if they’re the only option you offer, you might get left behind.

Embracing sustainability is no longer just a trend – it’s a necessity. As awareness of environmental issues grows, consumers are actively seeking more eco-friendly options – in all areas of their lives – that minimise their environmental impact and contribute to a healthier planet. With the rise in social activism influencing consumer purchasing decisions, companies that can demonstrate their sustainable practices are coming out on top. Whether it’s through responsible sourcing of materials, adopting renewable energy sources or minimising waste, businesses play a pivotal role in shaping a greener, more resilient future.

As a Life Science corporation, we’re acutely aware of the impact of our operations on the environment, and deeply committed to fostering positive change to ignite a more promising future for people, animals, plants – and the planet. We’re guided by the principles of One Health – a philosophy that strives to advance health while protecting the world we live in. To uphold our promise to support all life on Earth, we’ve set ambitious targets aligned with the United Nations Sustainability Development Goals (SDGs). These include reducing our greenhouse gas (GHG) emissions by 30% before 2030 and achieving carbon neutrality by 2050. Central to our sustainability efforts is our circular economy model. We have meticulously designed our production systems to minimise water consumption, energy usage and the utilisation of auxiliary raw materials.