COVID-19 has changed the way we work, how will it change the way we shop? How are the world’s customers really feeling mentally and physically? These days, sustainability is a necessity, how will that affect functional foods and supplements? What are today’s needs regarding vitamins, minerals and botanical products? These are the questions occupying the minds and business plans of some of the world’s largest companies.

It’s hard to believe that the pandemic has been with us all since November 2019. Over two years, but the anxiety is still with us. According to research, more than 50% of the world’s population (excluding China and Japan) are still concerned about COVID-19. This has had a major effect on how people see their personal health. Interestingly, as the coronavirus pandemic worsened, sales of herbal supplements, vitamins and minerals experienced astoundingly high levels of growth.

More people are looking to make fundamental changes in their lifestyles. Examining how to sleep better, improve their diet, exercise properly, manage stress and generally, improve the way they take care of themselves. Perhaps, not surprisingly, people all over the world have become highly aware of their immune systems. Formulating the right vitamins, minerals and botanic products are a key opportunity for manufacturers to address world needs.

This more holistic approach means that the lines are blurring between traditional foods and the use of natural vitamins and supplements. It’s all part of the 360 complete all-around approaches to diet and well-being. According to research by Black Swan Data, a London-based data-science company, there has been a 146% growth in conversation concerning proactive and reactive immunity solutions. Searching for immediate benefits, but more significantly, also long-term health solutions.

Their research also shows that general immunity claims will not be blindly accepted, there is a desire for specific focused products with hero ingredients. Guaranteed to deliver and fit in their daily routine. Also, skincare regimes are being re-examined because of the pandemic, with a more proactive mindset. Even traditionally-minded consumers are moving towards vitamins and supplements not only in their skincare products but also in their haircare products. Younger people are looking for long-term natural solutions to acne, while older consumers are becoming increasingly interested in skin hydration, hair health and yes, preventing wrinkles. Important, when you consider the ageing world population, with more than 700 million people, 65 years or older.

The pandemic has put mental health on top of the agenda due to the extra stress, anxiety and in some cases, depression. People are looking for mental support to reach goals, aid recovery, and improve mental performance. Ingredient lists are being scrutinized by the customer, with a clear preference for natural products with fewer ingredients, but then of very high quality. Transparent and informative labels are essential. People want to know what’s in the product, what it does and that it really is worthwhile.

Products that were seen as alternatives are now mainstream. Everything from turmeric coffee and Irish moss gel to sunflower seed ice cream and hibiscus tea. This makes it clear that a large part of the continuing growth in the health and wellness sector will come from new products and even new categories. Take, for example, sleep gummies, which promote sleep and are vegan and gluten-free. Maybe you’ve never heard of them, but there has been a 3,066% growth in the online search for them in the last five years!