The Trend Towards Personalised Nutrition and Health

The natural health consumer is sophisticated. They aren’t looking for a one-size-fits-all approach in the products they buy. Instead, they’re looking to tailor the products they buy to meet their health and nutrition goals.

This trend towards personalised nutrition and health is supported by research into tailored dietary advice. The research has shown that dietary recommendations that are personalised to the individual are more effective than generic dietary advice.1 This advice can be based on what people eat, their genetics or health concerns.

This is a trend that will continue to grow and evolve. Are you ready to meet the demand?

The opportunity on shelves

As consumers seek more personalised nutrition and health advice, they’ll then turn to grocery shelves for products to support this. In fact, 44% of consumers are already using specific foods to address certain medical needs.2 

Your customers aren’t just looking for a single health product. They’re looking for choices and options to tailor their shopping basket to their dietary needs. This may come in the form of convenience meals and snacks or individual functional ingredients and pantry staples

What does that mean for your shelves? A broader offering will make it easier for your customers to meet their personalised nutrition and health goals with brands like:

  • Boostball as a keto snacking alternative in addition to high protein options such as CLIF Bar
  • The range of Botanika Basics from Botanika Blends for high-quality individual, natural ingredients such as Acai Powder or Maca Powder.
  • Flour alternatives like Natural Evolution Green Banana Flour or PBCo. Almond Flour. 

Supplement considerations

Rather than buying broad supplement products, consumers are seeking supplements that are tailored to their health goals and needs.3

This personalisation of supplements can be in the form of specific ingredients. Or it may be the supplement format that meets the individual’s preference, e.g. powder, liquid or capsule.

Consumers are taking a holistic approach by considering both the food and supplements that align with their health and nutrition goals.

These wholesale supplements brands offer greater choice for personalised health and nutrition:

  • IMUNI evidence-based, practitioner-quality, vegan-friendly supplements to target a range of different wellness concerns.
  • Evolution Botanicals high-potency medicinal mushrooms, adaptogens and herbal extracts.
  • FijiKava stress relief, sleep support and relaxation supplements made from certified Fijian Noble Kava.
  • Eden Healthfoods premium wholefood nutritional supplements crafted from pure and effective organic ingredients.

Tailoring the shopping experience

Personalised health and nutrition isn’t only about the products you have available on your shelves. It’s also about how easy you make it for your customers to meet their goals.

In health retail, the trend towards integration helps to achieve this. Natural health products sit alongside the rest of your range to simplify the decision-making process. As natural health continues to trend towards the mainstream, consumers will expect this integration, which is already happening in large grocery retailers.

Today, more than ever, you also have data at your fingertips to facilitate increased interest in personalised health and nutrition. Through your sales data you can tailor promotions of complementary products that your customers are already purchasing. Alternatively, this may be an opportunity to educate your customers about higher-quality options or the benefits of particular products.

Grow your natural health range

At Unique Health Products, we’ve been at the forefront of natural health products for more than 25 years. Our range includes hundreds of quality brands that meet the rising consumer demand for personalised health and nutrition.

You can shop online with us 24/7 here, or call our friendly sales team on 1800 787 904. Not yet a wholesale customer? You can register for a wholesale account here.

Sources:

1. The Conversation, 2021

2. Davidson, 2021

3. Nutritional Outlook, 2022

5 Things Retailers Need to Know About the Supplement Sector

9.3 million Australians take vitamins for their health. That represents a 16% increase in a single year.1 According to the Complementary Medicines Australia 2021 Industry Audit, the sector as a whole is worth a staggering AUD $5.6 billion.2

As with any sector, the supplements sector has its own complexities and trends driving the growth in the market. With the opportunity wholesale supplements present to retailers, it’s important you understand what those drivers and trends are. Here are five of the key things you need to know for healthy supplement sales.

In the 10 years to 2021, the vitamin and dietary supplement category has doubled. It is the largest and fastest growing category in the supplement sector.2

40% of Australians take vitamin D supplements, making it the most commonly consumed supplement. This is closely followed by vitamin C and multivitamins, both taken by 34% of people.2

These numbers are significant, representing a large proportion of the population that shop within the supplement market. Capitalise on your share of the market with leading brands and products like:

  • IMUNI has recently launched a new range of supplements, including a Vital D3 Oral Liquid as well as Vegan Complete, an all-in-one product for plant-based consumers.
  • Eden Healthfoods Wild C Natural Vitamin C Powder is a highly bioavailable, entirely natural superfood blend sourced from wild berries and greens. 

2. Immunity is the top health priority

In response to global events, consumer demand for immune health supplements is on the rise. In fact, immunity is the biggest influence on innovation within the category.2

Interestingly, behind immunity, stress management and sleep support are the two next largest priorities, followed by probiotics and plant-based products.2

Innovation is thriving with these brands offering high-quality options to stock your shelves:

  • IMUNI Immune Defence is a top-selling, practitioner-quality immune health supplement. 
  • FijiKava is the first medicinal Kava brand in Australia with Noble Calm and Noble Sleep catering to the rise in interest in sleep support and stress management.
  • PPC Herbs has a range of herbal medicines that target different concerns including immune health, stress and sleep. 

3. Consumers are seeking personalised solutions

The age of personalisation has arrived with consumers seeking to tailor their supplement intake to their personal wellness goals rather than more general products. Research suggests that 55% of consumers seek out health products with claims that suit their individual needs.3 There is also increased interest in alternative supplement formats, such as powders or liquids, rather than traditional pills and capsules.4

As consumers become more savvy about ingredients and look to reach their health goals, this drive towards personalisation is more important than ever.

You can make the most of this trend by offering products that make it easy for consumers to tailor their supplement intake to their own needs, such as:

  • Supercharged Food Earth and Sea Beauty Capsules contain ingredients to support healthy hair, skin and nails for beauty supplement consumers.
  • Eden Healthfoods Ultimate Biotic Pre/Probiotic comes in a powder format and can be mixed with water or juice for easy consumption.

4. Scientific evidence of efficacy matters

It’s probably no surprise that modern consumers want to be sure that the products they are using are backed by science. This is important to the majority of consumers, with 59% expecting scientific evidence to support supplement efficacy.5 

Brands that can substantiate their claims with high-quality products may be seen more favourably by consumers.

Stock your shelves with brands that invest in research to select the highest-quality and most effective ingredients, including:

  • IMUNI integrates evidence-based medicine and science to choose optimal ingredients at therapeutic doses.
  • FijiKava draws on over a decade of research to find the optimum Kava varieties and technology for their products.

5. Holistic wellness is front of mind

Today’s consumers take a more proactive approach to preventative health. Consumers aren’t afraid to indulge but they are taking a long term and holistic view of their health and wellness.6 

Supplements have a role to play in this proactive approach. This links strongly with the trend towards personalisation where consumers can proactively target their health concerns with supplements that support their individual needs.

There are innovative products, some beyond the traditional supplements, to consider stocking on your shelves as consumers increasingly prioritise their health. These include:

  • Evolution Botanicals premium adaptogenic, mushroom and herbal extracts.
  • IMUNI Magnesium Citrate Oral Powder, a critical mineral in the human body.
  • Comvita Olive Leaf Extract products, which may support healthy immune and cardiovascular systems.

Shop our range of wholesale supplements 

We’ve only mentioned a handful of the wholesale supplements and brands we stock at Unique Health Products. In our online store, you’ll find a range of supplements to cater to consumer interest in the supplements category. You can shop online 24/7, or call our friendly sales team on 1800 787 904. New to Unique Health Products? If you don’t have a wholesale account with us yet, you can register for one here.