Consumer Buzz: Top 3 Wellness Trends

Across the U.S, social chatter is shaping wellness conversations and boosting demand for related ingredients. Here are three wellness trends to watch, according to a new report from Brightfield Group.

Immunity Now

Within Brightfield’s Wellness Insights, “need states” use cluster analysis to define the types of needs consumers are trying to fulfill or control.

The immunity need state grew 4.2% year-over-year, spiking 29.3% from Q2 to Q3 2023 in a noteworthy shift from its declining prevalence in previous quarters.

Which ingredients are consumers turning to for immunity in 2024? Traditional supplement purchases remain strong. Ginger purchases were up 43% in the past three months, with zinc (+23%) and vitamin D (26%) also seeing significant lift.

Trendy immunity supplements like spirulina, moringa, and amla are growing on social.

wellness trends

Immunity supplements are becoming more popular as added ingredients in food and especially beverages.

“Consumers in the immunity need state are much more likely than the total sample to enjoy a diverse array of beverages,” said the Brightfield report team. “From traditional drinks like conventional cow’s milk to unique beverages like aloe water – those seeking immunity are sipping on something.”

Weight Loss Game Changers

Half of the American populace says is trying to lose weight at any given time.

Supplements like apple cider vinegar and green tea extract are known for their metabolic-enhancing and appetite-suppressing properties and remain conversation staples in many weight management regimens.

New supplements getting buzz include:

  • Inositol: Gaining traction in weight loss, particularly in Lipo-B Injections.
  • Berberine: Now recognized as “nature’s Ozempic” for its ability to improve insulin resistance and lower glucose levels.

Furthermore, Ozempic and other Semaglutide injections continue to garner significant attention on social media. According to Brightfield’s Wellness Consumer Insights, 5% of the general population used these injections throughout the last year.

“The popularity of these medications is so pronounced that some analysts believe they are influencing broader market trends,” said the Brightfield report team. “The recent decline in the S&P beverage index has even been attributed to the reduced food intake of Americans using these drugs for weight loss.”

Strong is the New Skinny

Protein products are a staple of the wellness trends landscape. One-third of consumers are looking for high-protein products.

“We’re projecting strong growth in the category with recent social focus on increasing protein in your diet in all social channels,” said the Brightfield report team. “The trend of getting 30g of protein has been particularly explosive, gaining traction on Pinterest, TikTok, and Instagram especially.”

Traditionally linked with male fitness enthusiasts, protein is now increasingly capturing the attention of women. Comparative data from Q3 2022 to Q3 2023 revealed that women are more likely to be buying protein-rich foods and protein supplements, including hummus, tofu, protein bars, and powders.

Over the past year, creatine has blown up on social as a related trending ingredient, in particular with young men drawn to the amino acid. The online buzz spans from its benefits in building lean muscle mass to its potential in improving workout efficiency and recovery.

The Food Institute Podcast

It’s been a rough four years for the modern grocery consumer – first, the pandemic shifted many consumer habits and subsequent inflation challenged their budgets. Alex Trott, director of insights with 84.51°, helps break down current pain points and opportunities that consumers are facing, including increased anxiety, stretched finances, and a need for omnichannel solutions.