It’s no secret that supplement sales grew during the COVID-19 pandemic. Consumers looked for ways to boost their body’s natural immunity and overall health, but now that the pandemic is shifting into its final phases, more and more attention is being placed on “COVID adjacent” categories, which largely address consumers’ general sense of burnout caused by years of virtual schooling, blurred lines between home and work life, and the steady stress of dealing with what seems like one crisis after another.
Indeed, what today’s consumers seek is “mental energy,” or the combination of an energy boost and increased mental clarity. This preference is reflected in sales data showing an expected CAGR of 8% for cognitive health supplements between 2021 and 2028 (1); at the same time, roughly 56% of consumers are concerned about low energy and 31% of supplement users already take supplements for an energy boost.... |
