Food supplements, a growing market: the trends of the sector, between sustainability and Ai

Il food supplement market is experiencing a golden age of expansion. According to the latest research conducted by Grand View Researchit is expected that the global value of this sector will reach 327 billion dollars by 2030, marking an increase of 84% compared to the current figure. This exponential growth is reflected in a annual increase rate of 9% over the next seven years, underlining a rapidly growing consumption trend.

Global market

The growing interest in food supplements is driven by a greater awareness of the importance of a preventive health approach, particularly widespread among adults and the elderly. This demographic segment, ranging from 25 to 65 years old, represents the core business of the market, contributing significantly to global turnover. But the over 65 age group is also becoming increasingly relevant, thanks to the progressive aging of the world population predicted by the World Health Organization. And the desire to grow old healthily.

Geographically, the United States dominate the market, followed closely by China, Japan and other G20 countries, where the attention towards a healthy lifestyle and prevention through food supplements is particularly marked. Also in Italiathe phenomenon is growing rapidly, with almost 30 million citizens using food supplements, mainly to support immune defenses and increase energy intake.

The situation in Italy

According to a study carried out by the international research institute Future Concept Lab73% of Italians have taken them at least once during 2023, especially to support immune defenses (30%) and increase energy intake (26%).

Many companies invest in research and development to study new opportunities and respond to a constantly expanding and changing market. As Guna, an operational reality in the field of supplements and systems medicine. “More and more people are paying attention to the correct intake of the main nutrients which unfortunately are often not present in the right quantities in the food we eat – he states Alessandro Pizzoccaro, president of Guna – In particular, all those elements that contribute to the correct functioning of the main physiological processes, such as the gastrointestinal one, or that support daily actions such as working or playing sports. Thanks to research based on Physiological Nutraceuticals, we have created a line of specific food supplements that allow us to overcome possible nutritional deficiencies, providing a balanced supply of nutritional substances and plant extracts”.

New trends

Between new trends in the sector outlined by a team of Guna experts emerge: Sport Nutritionwith ad hoc supplements for athletes; Mental Health Management to meet the needs of an increasingly frenetic and stressful world; Female Health with supplements dedicated to women’s health, in particular to support the gastrointestinal system; Senior Health which, with the aging of the population, will see an increase in demand for specific products for the elderly, aimed at improving the quality of life and well-being.

Finally, environmental sensitivity will also influence the supplement industry, with a growing demand for sustainable products and with low environmental impact, while theArtificial intelligence will make its way into the nutraceutical industry, supporting companies in data analysis, studying ingredients and offering services to customers.