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5 Essential Takeaways from 2024’s Top Wellness Trends

By: Brandpoint

(BPT) - From the explosive growth of GLP-1 drugs for weight loss to the social media hype around gut health, new wellness trends have been central to the cultural conversation over the past year. To help understand the products and innovations shaping these trends - and how they may support everyone's individual health goals - The Vitamin Shoppe's new Health & Wellness Trend Report 2024 takes a deep dive into the top five trends of the year.

1. GLP-1 users seek nutritional support

As GLP-1 drugs such as Ozempic and Mounjaro are increasingly used to treat Type 2 diabetes and support weight loss, there is also a heightened focus on ensuring that people taking these medications get proper nutrition. These medications help people feel full longer, according to the Mayo Clinic, which can suppress the appetite, making daily food and nutrition choices even more important.

For that reason, GLP-1 users may want to add nutritional supplements to their daily routines to ensure they're getting enough nutrients, including proteins, multivitamins, fiber and probiotics. These supplements can help fill key nutrient gaps and support the optimal digestive health of patients on GLP-1 drugs. In fact, The Vitamin Shoppe saw a 10% increase in sales of ready-to-drink protein beverages compared to last year, plus a 13% bump in meal replacement products tailored to weight management in the first four months of this year.

While taking a GLP-1 medication, it's recommended to consult a health professional about developing a nutrition plan, which may include supplements while managing weight loss.

2. Living better, longer

A family of longevity vitamins

Recent interest in longevity has evolved from not just how long people live, but how long they'll stay healthy - what some have dubbed "healthspan," not just lifespan. This trend is being driven by cutting-edge research and new technologies that are adding healthy years to lives, with a heightened focus on nutritional health. Key areas of nutritional focus for healthy aging include cognitive health, cellular health and mobility health.

At The Vitamin Shoppe, cognitive support products are the biggest sales driver by volume this year, including the popular Ginkgo biloba, known for memory and circulatory support, and L-theanine, which helps promote relaxation and stress support.

Meanwhile, cellular health support products have seen the biggest percentage of sales gains, up over 45% from the previous year, such as Vthrive Bioactive B-Complex, which aids in energy production and nervous system support. Other customer favorites include the amino acid Jarrow Formulas' L-Carnitine and Life Extension's NAD+ Cell Regenerator, known for supporting healthy cellular metabolism.

"Longevity is one of the most exciting areas of wellness innovation today," said Muriel Gonzalez, president of The Vitamin Shoppe. "There's growing demand for this kind of knowledge, empowering consumers to incorporate the latest advances and products into their everyday wellness practices, including longevity-focused nutritional support."

3. Gut health is everywhere

A family of gut health vitamins

Log on to your favorite social media platform, and there is bound to be content about gut health. This wellness phenomenon has turned topics that were often kept private - like bloating, IBS and digestive issues - and made them almost fashionable.

This increased awareness of the importance of gut health has fueled sales of supplements such as probiotics, prebiotics, and fiber products like psyllium husk and digestive enzymes. Food and beverage makers are adding gut health ingredients to everything from soda and yogurt to even candy. At The Vitamin Shoppe, the best-selling ProBioCare range of probiotics and digestive health products increased sales 24% in 2023, with another 44% jump in the first quarter of 2024.

"Your gut is like the command center of your body; there's so much more to it than just digestion. It plays a starring role in practically every aspect of your health and well-being," explained Maya Shetreat, M.D., a member of The Vitamin Shoppe's Wellness Council.

4. Women 40+ in the spotlight

Once an overlooked category, there's growing interest in wellness products for women aged 40 and older. This year, The Vitamin Shoppe introduced three new brands for this key demographic to its 700 stores: Health & Her, Wile and Solaray Her Life STAGES. In fact, over 40 new products dedicated to women's health were added, all addressing the unique needs of women as they reach life milestones such as perimenopause, menopause and post-menopause - including different areas of hormonal health, emotional health and sexual health.

According to industry figures from SPINS, women are increasingly seeking out case-specific supplements for their individual needs. For example, sales of PMS formulas increased 12% over a 12-month period ending in 2023.

"All these hormonal milestones in a woman's life are natural, beautiful transitions - they aren't taboo topics. Now, there are better solutions to address the often frustrating and uncomfortable symptoms each woman may experience," explained Dr. Pamela Peeke, a prominent physician and nutrition expert, who helped develop the Solaray Her Life STAGES products.

5. Beverages are not just for hydrating anymore

Cans of open beverages and glasses with ice and beverages on a table

While hydrating remains crucial for overall health, especially while exercising or enjoying the summer heat, consumers increasingly want beverages to do even more. Beverages can also boost wellness and mood with a range of vitamins, adaptogens, nootropics and botanicals.

Sales of these kind of ready-to-drink "functional beverages" have grown 20% last year, according to SPINS figures. Catering to this increased thirst for good-for-you drinks, The Vitamin Shoppe recently introduced dedicated displays in hundreds of its stores for trendy functional mocktails from brands including Kin Euphorics, De Soi, Hiyo and Parch.

For more information on all the latest wellness trends of 2024, download the complete Health & Wellness Trend Report from The Vitamin Shoppe here. To explore the full range of lifelong wellness solutions in the report, visit your local The Vitamin Shoppe store or VitaminShoppe.com.

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