Aside from superfruits, there are several other supplement segments worth watching:
- Joint health. Supplements containing glucosamine or chondroitin appeal to aging Baby Boomers seeking relief from aches, pains and inflammation.
- Digestive health. This includes probiotics, prebiotics and enzymes.
- Omega-3. This essential fatty acid is found primarily in fish oils but also flaxseed, krill and hemp oils. The segment has been strong for a while and remains so, especially as products become better-tasting.
- Weight control. This should be a growth category as news about the obesity problem continues to dominate headlines. One segment to watch is enzymes, which currently are expensive and little known, but are touted for their ability to increase metabolism and help maintain weight.
- Cold prevention and relief. Immunity-improving formulas range from probiotics and prebiotics to antioxidants.
- Brain health. This category includes a range of formulas, from DHA omega-3 to antioxidants. Those that specifically cite “brain health” on the packaging or in the brand name are particularly strong.
- Heart health. Products such as fish and flax oils and CoQ10 help maintain a healthy heart, and they continue to see double-digit sales increases, as do cholesterol-reduction brands.
- Eye health (lutein) and sleep aids (melatonin) are other areas to watch.